Pulse Director Ryan Booth knows his DP’s apparently. This spot for McDonald’s, which celebrates the fast food giant’s support for essential workers battling coronavirus COVID-19 on the front lines, was directed by Booth and created by collaborating remotely with 16 DPs across the USA.
Called “Lights On,” the spot supports the brand’s two-week push to give free meals to first responders. For Booth to create the spot, each cinematographer was tasked with shooting the iconic McDonald’s arches in their local area at the break of dawn and in total isolation The results are beautiful. Take a look below:
According to his biography on the Pulse website, Booth’s filmmaking career began in 2011 when his first attempt at making short film won a contest hosted by Vimeo and Canon and premiered at Sundance Film Festival. Booth was an audio engineer living in Texas at the time. After Sundance he came home and quit his job and dove headfirst into filmmaking.
He spent the next few years cutting his teeth as a Director of Photography, working on commercial projects for Fox, MTV, Spotify, Under Armour, Pepsi, and Budweiser, as well as music videos for Atlantic Records, Sony, and Universal Music. He DP’d narrative and documentary features that have screened at Sundance, SXSW, Tribeca Film Festivals, among others.
In 2016, Booth DP’d a feature documentary that was commissioned by Alejandro G. Iñárritu that explores the modern implications of the themes woven into Iñárritu’s film, The Revenant. The film was directed by Eliot Rausch and the experience working with Eliot and Alejandro proved to be the catalyst that began his transition into directing. (Ask him about it sometime, it’s quite the story).
In the spring of 2017 he signed with Pulse Films and within a few months was directing national campaigns with Wieden + Kennedy for Fox Sports, Nike and Anheuser-Busch.
From April 22 to May 5, healthcare workers, firefighters, paramedics and police officers can show their work ID at any McDonald’s in the U.S. and choose a free meal, including items such as an Egg McMuffin, hash browns and a drink for breakfast, or a Double Cheeseburger, fries and a drink for lunch or dinner. Thank You Meals are set to be served in the chain’s Happy Meal boxes, with a thank you note in place of the toy, McDonald’s USA President Joe Erlinger said.