Case study: Transitioning to a digital video workflow

Abstract

McDonald’s creative services team — underneath the umbrella of the organisation’s global system communications group — has a fully functioning video production studio. The creative services video library collection holds all of the videos the company has produced for training and global brand stories for use at presentations and at company events. This paper is adapted from a presentation entitled ‘Getting started with video — a case study from McDonald’s’, which was given at DAM Chicago 2014. It focuses on the completion of a multi-year effort to launch a companywide digital asset management system to allow McDonald’s and its partners to share creative media, best practices and promotional information, in addition to a media asset management system that allows the producers and editors in McDonald’s creative services team to view video b-roll and log clips from the company database.