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Client: McDonald’s
Channels: Social Media
Role: Content & Motion Designer
Deliverables: Social Video, Motion Typography, Platform Adaptations
Impact: Led the development of social-first content, blending concept-led thinking with refined motion craft to create engaging, platform-native work across McDonald’s social channels.
Objective
Create a series of engaging visuals that present the Saver Menu as small moments of joy, offering a brief escape and a sense of delight during the month.
Solution
Drew inspiration from vintage travel posters and postcards, using warm, nostalgic colour palettes, subtle stamp motifs, and three-dimensional type treatments to add energy and visual impact. Each visual places a Saver Menu item in a playful, paradise-inspired setting, designed to evoke a sense of enjoyment and encourage audiences to savour the moment.
Objective
Develop a set of four illustrated steps showing how to enjoy Cheese Melt Dippers, inspired by the style of airplane safety cards. The assets needed to be clean, simple, and humorous, focusing on individual cheese bites while maintaining a playful and brand-aligned tone.
Solution
Produced two creative approaches, one animated and one static, to explore different ways of engaging the audience.
Brought the concept to life by sourcing and photographing the Cheese Melt Dippers, then recreating the items in Illustrator for a consistent and polished style. The assets were animated in After Effects, using motion and character to add rhythm and humour while maintaining clarity. The final execution combined craft, playfulness, and brand alignment to create an engaging and shareable experience.
Objective
Design a playful, illustrated McDonald’s Advent Calendar where each door reveals a Cheese Melt Dipper, creating a calendar meant to be enjoyed all at once. The execution needed to feel festive, fun, and unmistakably McDonald’s, capturing the seasonal spirit with a cheeky, engaging twist.
Solution
Expanded on the original Cheese Melt Dipper illustration to create a fully realised, interactive advent calendar. Each door features playful holiday details that add colour, charm, and personality to the layout. The result transformed a simple concept into a festive, irresistible countdown that combined brand recognition with humour and delight.
Objective
Create a playful, anatomy-inspired visual to support an April Fools campaign, introducing a fictional product: the Left-Handed McNugget. The asset needed to be instantly recognisable, humorous, and shareable while maintaining brand consistency.
Solution
Concepted and produced an animated infographic that showcased the “features” of the Left-Handed McNugget with mock-serious precision. From its ergonomic design to optimised dipping performance, each detail was illustrated with humour and crafted to feel visually engaging, elevating a light-hearted idea into a distinctive, on-brand digital asset.
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Objective
Create a short-form, stop motion–inspired animation that captures the messy reality of eating the Chicken Big Mac in a playful, relatable way. The work needed to feel immediate and entertaining, using a top-down composition and McDonald’s visual language to deliver a light, engaging narrative within a tightly constrained timeframe.
Solution
Concepted and produced a series of top-down, stop motion–style visuals, using original photography as the foundation for the animation. Each frame was carefully composed and refined in post, with illustrated overlays introducing a set of playful “techniques” for tackling the burger.
Motion was driven by clean, fluid transitions, creating a rhythmic, engaging sequence that echoed the tactility of stop motion while maintaining a polished finish. The result balanced humour with craft, translating a simple insight into a distinctive, brand-aligned piece of content.
Overview
Responded to an internal creative challenge set around the 2023 tournament, developing a concept that brought together personal insight and cultural relevance. Drawing on the nostalgia of collectible hockey cards, the idea reimagined that sense of anticipation and discovery through the lens of the FIFA Women’s World Cup, creating a platform rooted in both fandom and familiarity.
Solution
Developed a series of collectible, card-inspired visuals that positioned McDonald’s menu items as the campaign’s “star players.” Each execution combined playful, sport-led statistics with distinctive product storytelling, creating a cohesive system that felt both nostalgic and contemporary.
The work translated a simple insight into a bold, culturally resonant idea, connecting sport, food, and fan behaviour through a format designed to be instantly recognisable, engaging, and shareable.