MCDONALD'S KIDS TV
Kaleidovision worked with McDonald's to create a children's TV channel for their restaurants.
As part of a global initiative to re-invigorate their restaurant experience, McDonald's asked Kaleidovision to devise and produce a dedicated kid's TV channel to help create a more modern and relevant dining experience for children.
Kaleidovision and McDonald's decided that the main aims of the McDonald's Kids TV channel were threefold: to provide entertainment, supply educational content, and furnish a platform for the brand's key messages including healthy eating, exercise and hydration.
Kaleidovision's producers devised a detailed content strategy, requiring a mixture of bespoke and third party content such as educational games, cartoons, and music videos. Original content was produced by Kaleidovision's studio and third party content deals were brokered by Kaleidovision with Disney, Fox Kids, Tiny Planets and Universal Records.
It was agreed that in terms of format, the channel would benefit from an "as live" feel, achieved by using presenter links between the various types of content. These presenter links would then be pre-recorded and scheduled to play in front of appropriate content.
Kaleidovision's studio created a virtual studio set for the presenters; the initial concept sketches and then fully 3D modelled versions are shown here. The studio was professionally lit by virtual lighting, and animated content was inserted into the virtual video screens.
Approximately 70 presenter links were scripted to link into the different types of material. Prospective channel presenters were auditioned and the two selected were then filmed in front of a green-screen. The live video was then overlayed over the virtual studio set, and finally the relevant links were playlisted to appear in front of relevant content.