STARNO.net was invited to collaborate on the conceptualization of a unique advertising campaign for McDonald's. The creative brief proposed a highly original visual juxtaposition: a "Canadian-style" polo match featuring players in Western-style Cowboy attire, but staged in the heart of downtown Montreal.
At STARNO.net, Concept Art is a core service we offer across multiple industries, including high-end advertising. It serves as the vital bridge between a raw idea and a final production, allowing creative directors and stakeholders to visualize complex scenes before moving into expensive shoots or full-scale VFX. Our role was to translate this surreal blend of rural Western heritage and modern urban architecture into a series of cohesive, inspiring images.
While the final television commercial was ultimately not produced, these high-fidelity concept pieces became instrumental in the decision-making process. They provided the necessary visual proof of concept to guide the creative teams and inspire the aesthetic direction of the broader brand strategy.
In the world of professional advertising, time and budget are critical. Conceptual Art allows for rapid iteration and creative exploration. For this McDonald's project, we focused on the environmental integration—placing horses and polo action in iconic Montreal streets—to test the visual "clash" of the concept and ensure it felt both epic and grounded.
Whether it is for world-building in film, level design in games, or atmosphere in advertising, our studio specializes in putting ideas into images to help teams concrete their visions. This McDonald's pitch remains a favorite example of our ability to tackle unusual briefs with artistic flair and technical precision.
MORISSON FILMS
MONTREAL, QC
ADVERTISING / CONCEPT ART
