Crave worthy
The fast-casual space has become increasingly saturated with competitors like Duncan, Starbucks, and Panera. Along the way, McDonald's shifted its focus away from marketing breakfast specifically for the morning, leading to a significant loss of market share. The objective was clear: to remind people of the exceptional breakfast options offered by McDonald's. The advertising spots were strategically designed to primarily air in the evening, planting the seed in viewers' minds so they would wake up with a craving for McDonald's breakfast.
Role: concept, art direction, design, production
Selling the idea "the client will never buy"
Dream Translator
As an extension of our Wake Up Craving campaign, we created a "chose your own adventure " series of clickable videos that utilize the top four dream scenarios. The Dream Translator guides you through a series of questions regarding your dream, ultimately providing an interpretation. This interactive experience aims to enhance user engagement and offer insights into the meaning behind their dreams. It was our highest performing unit that year.
