Keeping up with the increasing trend of providing transparency for consumers, McDonald’s has released an informative video on the differences between what consumers see in the ads and what they actually eat. McDonald’s Canada’s director of marketing Hope Bagozzi visits a local McDonald’s, buys a Quarter Pounder and photographs it at Watt Photostudios, which has been responsible for McDonald’s creative merchandising for the past seven years. The burger designed for the ad is prepped by a special team that uses food styling tricks and computer touchups to make the burger look more appetizing. In the end, Bagozzi confirms that the two burgers are made of the same ingredients but the differences can be attributed to the physical posturing and altering of the burger in the ad. Watch below for a behind-the-scenes look at a McDonald’s photo shoot.