Bringing McDonald's × Spider-Man: Brand New Day to Life

McDonald's and Marvel were launching together for Spider-Man: Brand New Day. Omnicom partnered with Vinci on a partnership film set that had to work in store and on social, not only on a media plan slide.

The brief called for two short-form primary films and original music, built for families and fans of the film who would see the meal and the movie in the same moment. Spider-Man's visual language had to amplify the products while still feeling native to McDonald's and to each platform, not like a pasted-in trailer.

Vinci ran end-to-end production on Vinci's side of the table: campaign design, the two hero films, and a custom AI track that mixes McDonald's Para Pa with the Spider-Man theme. Omnicom stayed the collaborator named on the record.

Approach was to keep one creative spine across films and audio. The Para Pa cut on this page is the second hero film in the set; the main master above is the primary launch film.

Deliverables were two campaign films plus the custom AI music track. Each cut had to carry the movie partnership and the meal offer without feeling like two ads stitched together.

The films and the music were built so a fan hears the theme and still gets the McDonald's mnemonic. That pairing is what the production was optimized for, separate from the later burger and veggie product work McDonald's ran with Vinci on another study.