Master Your McDonald's

Master Your McDonald’s is an unapologetic Gen Z campaign designed to turn using the McDonald’s app into something worth mastering. Built around the idea of “levelling up”, this 360 campaign brings a bold new attitude to the familiar McDonald’s world, pairing deadpan humour and character-led storytelling with an intentionally larger-than-life visual identity.

I led the campaign’s art direction and visual development of the campaign, from the initial look and feel through to the final design system, key visuals and OOH rollout. The result is a flexible campaign world that feels unashamedly McDonald’s, but with a fresher and more unexpected edge.

The campaign was fully developed, but ultimately didn’t make it into the world.