In response to a distinct request from my client, McDonald's, the objective assigned was to position this Quick Service Restaurant as the premier choice for summer travelers in 2023. My mission involved introducing interactive elements to elevate the drive-through experience at McDonald's, injecting a sense of novelty and excitement into the customer journey.

Through the innovative introduction of triangular burger wraps adorned with captivating Elementals cartoon characters, the drive-through experience transforms into a delightful and interactive journey. These uniquely shaped wraps not only mitigate any potential mess in the car but also infuse an extra layer of creativity into the routine of a travel stop, making it a more engaging and enjoyable endeavor.

At the core of McDonald's success lie the driving forces of savings, convenience, and familiarity. The implementation of a gamified approach, reminiscent of the engaging dynamics of Pokemon Go, encapsulates the essential elements of the McDonald's experience in an interactive and innovative manner. This strategy not only serves as a dynamic marketing tool for new items but also provides a strategic mechanism for bonus point control, enhancing the overall customer engagement.

Designed with millennial families in mind, this marketing campaign strategically aligns with the road-trip aspirations of responsible parents who prioritize safety during their journeys. By integrating seamlessly with Google Maps, this innovative feature empowers drivers to effortlessly incorporate a McDonald's stop into their itinerary, eliminating the need for distracted searches along the way. It's a thoughtful solution catering to the modern family on the move.

Infusing the spirited hues of McDonald's corporate identity with beloved Pixar characters and the latest life-hacking trends from TikTok, my eye-catching billboards are a visual feast designed to captivate both parents and kids alike. Transforming the mundane pitstop at a QSR into a lively and entertaining experience, we invite traveling families to redefine their drive-through moments with McDonald's. It's not just a meal; it's an immersive adventure in every bite.

You can see a full creative brief in a video below.

Crafted specifically for the dynamic realms of Instagram Reels and TikTok, this storyboard seamlessly integrates humor, beloved characters, and relatable road trip scenarios. The fusion of these elements not only forms captivating content but also effortlessly captures the interest of our target audience, ensuring an entertaining and memorable experience.

Before creating a physical prototype of a burger triangle I worked on sketches to visualize their appearance.