THE INTERNATIONAL MENU HEIST

Client: McDonald’s Canada

Agency: Cossette

As Lead Producer at Cossette, I had the pleasure of helping bring The International Menu Heist to life. A technically complex and wildly fun campaign for McDonald’s Canada. This fully integrated campaign introduced six iconic international menu items to the Canadian market, including Germany’s Big Rösti and Japan’s Teriyaki Chicken Sandwich, by framing their arrival as a high-stakes heist.

Rooted in cinematic storytelling, the campaign reimagined McDonald’s global offerings as "stolen loot" smuggled into Canada by the infamous Hamburglar. The creative concept came to life through an exciting mix of live-action and miniatures, blending large-scale production value with meticulous detail. We partnered with the incredible team at Circle Productions, led by director Chris Balmond, to execute a technically demanding shoot that balanced stylized world-building with playful narrative beats. The result was a visually rich and imaginative spot that struck the perfect tone—slick and cinematic, with a hint of fun.

Production design was led by the fantastic Jesson Moen, who crafted immersive miniature sets that blended seamlessly with our live-action environments. His attention to detail and clever design solutions helped us navigate the scale challenges of working with miniatures while elevating the overall visual world of the spot. It was one of those rare productions where technical precision and creative freedom came together in the best possible way.

A huge shoutout goes to the dream creative team of Darya Klymenko and Stef D’Aversa. Their vision, clarity, and taste level are second to none. They’re the kind of creatives producers hope to collaborate with: thoughtful, decisive, and endlessly inspiring. Their ability to translate a strong strategic idea into a vibrant, cross-platform campaign, spanning TV, AR, TikTok, and Spotify audio content, made this project not only impactful but also unforgettable.

From concept to execution, The International Menu Heist was a genuine team effort and an exciting reminder of what’s possible when the right people come together. It was a joy to lead such a talented group and to help bring this world-class campaign to life.