
As the storied fast-food chain's recent U.K. ad campaign makes clear, Fancy a McDonald's? is a question best asked and answered with a raise of the eyebrows and a dance out of the office. The campaign's #RaiseYourArches television spot was directed by Edgar Wright and features the skillful camerawork of cinematographer Jake Polonsky, BSC; the duos previous collaborations include the 2021 music documentary The Sparks Brothers. In this Q&A, Polonsky shares how Wright's affinity for anamorphic helped steer their decision to capture the spot with C Series optics supplied by Panavision London.
Panavision: How would you describe the look of this spot?
Jake Polonsky, BSC: The aim with the look was a kind of heightened reality, so I wanted some beautiful lenses, but without the feeling that we were in a movie.' The choreography was key, and once we had an idea from Jen White, our wonderful choreographer, of how the movement would work, then it was time to start to choreograph the camera. The camera is always moving, whether on a dolly, Steadicam, crane or drone we needed to be as kinetic as the office workers, if not more.
One of the things that I really like about Edgar's work is his sense of humor with camera movement. Not many people have a feeling for this, but over the years that I've worked with him, I've come to know Edgar has a very specific sense of where he wants the camera to be when. With this kind of project, it's also about how to get the humor out of what you show the audience in specific moments. Whip pans, snap zooms and so on all help to make the language of the camera more engaging by adding punctuation and emphasis to specific pieces of action and looks.
Were there any particular visual references you looked at for inspiration?
Polonsky: We didn't discuss a lot of references for this ad. I think we jointly had a clear sense of what we were aiming for, without needing to base it on someone else's work. But in terms of Edgar's previous films, it felt like this had the most in common with Baby Driver, in terms of how everything was being driven by the music track. From the very first agency script I read, the Yello song Oh Yeah' was an integral part of the film, and many parts of the action and camera were tied to specific moments in that song.
What brought you to Panavision for this project?
Polonsky: I know Edgar loves anamorphic lenses, and for me, the C Series still represents the gold standard of everything I look for in anamorphic glass a perfect level of softness and gorgeous flares, all in compact, reasonably light housings. You really can't go wrong with Cs in my opinion. Every time you put one on a finder or a camera, the world just looks more interesting.
The Cs softened off the edges of what could otherwise have been quite a sterile-looking location. We were filming in the old Diageo building in West London, which has a lot of straight lines and hard edges. Having a little curved funk' around the edges added some personality to the place.
How did this project compare to others in your career?
Polonsky: This was an opportunity to take a lot of my knowledge and experience and roll it into a short project with a very talented director. I've spent a lot of the last few years on longer TV shows, and it's nice to have the chance to be back in a world that I started out in commercials and music videos where it can be a bit more of a sprint' rather than a marathon.' On a shorter project, you can bring a lot of energy to every shoot day.
Another big difference was the process that Edgar has, which involves as much rehearsal as possible. We mapped out every part of the spot before the actual shoot days, with the real cast in place, which allowed an awful lot of troubleshooting and creativity to happen in advance.
What inspired you to become a cinematographer and what keeps you inspired today?
Polonsky: My dad sneaked me into the Renoir Cinema in London to see Peter Greenaway's Drowning by Numbers when I was a kid. For some reason it hit me like a thunderbolt. Michael Nyman's music, Sacha Vierny's photography, and Greenaway's unique approach to filmmaking. I'd never seen anything like it. My path was set.
As far as today, I believe inspiration can be anywhere in a random light reflection in your living room, a beautiful meal, a conversation with an old friend, or at an exhibition of photos you've never seen before. I think as long as you keep looking and experiencing, you can keep finding inspiration around you. Right now, I'm really enjoying Rick Rubin's book on creativity, The Creative Act. I'd love to film him at work.
Most recent headlines
23/12/2025
How guilas Cibae as Dominican Winter League Games Are Locally Produced for Glob...
23/12/2025
BitFire's Jim Akimchuk on Supplying Scalability and Customization in the Clo...
23/12/2025
CAMB.AI Enables European Athletics to Offer Multi-Language SupportPlan is to eventually offer translation into all languages spoken in EuropeBy Ken Kerschbaumer...
23/12/2025
Analysis: As sports media values trend negative, scarcity and quality are king By Callum McCarthy, Editor-at-Large
Monday, December 22, 2025 - 14:08
Print ...
23/12/2025
ESPN, Disney, and NBA Return to the Animated Altcast Fray With Second Edition of...
23/12/2025
End the Year on a High Note and Donate to the Sports Broadcasting Fund Today! By Ken Kerschbaumer, Editorial Director
Tuesday, December 23, 2025 - 12:25 pm
...
23/12/2025
The year is winding down, the weather outside is frightful, and it's the perfect time to escape into a story that warms the heart. For listeners looking for...
23/12/2025
A Zeus motor is hot fire tested at L3Harris' Camden, Arkansas, solid rocket ...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Lightware will exhibit several major product innovations at ISE 2026, including the new USB-C BOOSTER-V1, Google Meet. integration for various Taurus UCX models...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
23/12/2025
Taking the Stage at Carnegie Hall-On a Global Scale Boston Conservatory Orchestra students reflect on their epic concert marking the 80th session of the UN Gene...
23/12/2025
Experience the power of WO Automation for Radio's newest service, the System Effectiveness Review. Designed to help you achieve more, a System Effectiveness...
23/12/2025
23 Dec 2025
VEON's Beeline Kazakhstan and Rakuten Symphony Collaborate to A...
23/12/2025
Back to All News
How Steamy Can It Get? Single's Inferno' Season 5 Pre...
23/12/2025
Back to All News
33 Million Global Viewers on Netflix Watched Jake Paul vs. Ant...
23/12/2025
New technique lights up where drugs go in the body, cell by cell Scripps Research scientists developed a technique that maps drug binding in individual cells th...
22/12/2025
SVG New Sponsor Spotlight: Presidio's Neerav Shah on the Role of Its Captiva...
22/12/2025
Hitting the bullseye: Sky Sports readies itself for the biggest PDC World Darts ...
22/12/2025
Unique skillset: Bringing new directors to the world of darts at The Worlds with...
22/12/2025
Gravity Media prepares for a flight of fancy with the PDC World Darts Championsh...
22/12/2025
One hundred and eighty: Gravity Media on hitting the production bullseye at the ...
22/12/2025
The Famous Group's Jon Slusser on Fascinating Fans Through Immersive Content...
22/12/2025
ESPN's Meg Aronowitz on Continuing High-Quality Broadcasts of Collegiate Spo...
22/12/2025
ESPN Takes Data-Driven Storytelling to New Heights with MNF Playbook with Next ...
22/12/2025
For a decade, popular German podcast Fest & Flauschig has hosted an annual Chris...
22/12/2025
Paramount Scores Largest Share Increase Among Distributors as Paramount and CBS...
22/12/2025
New multi-year deal integrates Roku's data to fuel Nielsen's measurement suite
Roku gains access to Nielsen's streaming ratings, showing The Roku C...
22/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
22/12/2025
Berklee Wrapped 2025: Our Top News and Stories A look back at a year highlighted by faculty milestones, major film and television projects, Bob Dylan's ho...
22/12/2025
The works of Plato state that when humans have an experience, some level of change occurs in their brain, which is powered by memory - specifically long-term me...
22/12/2025
Partnership integrates complementary satellite data and AI analytics to enhance security, infrastructure, and environmental monitoring solutions for global cust...
22/12/2025
Workflows allow you to create a sequence of planned events which may be added to your template(s) or inserted directly into your sequential or background playli...
22/12/2025
Monday 22 December 2025
Sky extends PGA TOUR partnership until 2029, as Sky Spo...
22/12/2025
Back to All News
Global Anime Hits and New Releases Take Center Stage at Jump Festa 2026
Entertainment
22 December 2025
GlobalJapan
Link copied to clipboar...
22/12/2025
Siobh n McSweeney, Rory McIlroy, Elon Musk, Catherine Connolly, Jim Gavin, Ivan Yates and Traitor Paudie Moloney lead new characters for Callan Kicks the Year 2...
22/12/2025
Winner announced in the picturesque surroundings of Wicklow's Avondale Tower and Treetop Walk
Andrew Trimble wins the show in his first series as coach
Th...
22/12/2025
The 2025 winners have been announced today, Sunday 21 December, for Ireland's largest choral competition Choirs for Christmas hosted by RT lyric fm.
Ove...
21/12/2025
Back to All News
Legoshi and Haru's Story Reaches Its Finale: BEASTARS Fin...
21/12/2025
John Shortt named Young Sportsperson of the Year Kerry are the Team of the Year
...
20/12/2025
Atomos announced the immediate availability of a new firmware update for its Ninja TX GO and Ninja TX monitor-recorders, unlocking ProRes RAW recording from the...
20/12/2025
CJP Broadcast has completed the digitisation of the European Gymnastics tape archive, converting 328 tapes containing more than forty years of recorded material...
20/12/2025
Bitmovin, the leading provider of video streaming solutions, today announced the launch of the Stream Lab MCP Server, to give AI agents and large language model...
20/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...