Mc Donald's
Creative Lead for McDonald's advertising campaigns, from winning pitches and creative direction to audiovisual production.
(YEAR)
2017 - 2019
(SERVICES)
Creative Direction
Campaign & Brand Strategy
Audiovisual Production
As Creative Lead, I secured new McDonald's projects for the agency through concepts and pitches I developed, while directing creative work across three distinct accounts: Paris, France/Île-de-France and the Disneyland Paris area.
Each required a different communication approach.
McDonald's Paris focused on a more lifestyle-oriented identity, connecting the brand with everyday urban experiences, local culture and contemporary visual storytelling.
France and Île-de-France required a broader approach to consumer habits, French cultural references, seasonal calendars and product communication, adapting creative ideas to local audiences while preserving the brand's established identity.
The Disneyland Paris area addressed a different audience: families, children and visitors heading to the theme parks. I developed entertainment-driven concepts drawing on the imagination, fantasy and popular culture associated with that experience, without directly using protected Disney characters or imagery.
Across these accounts, my work combined annual editorial planning, ongoing social media communication and larger advertising productions, including direct collaboration with TBWA Paris on selected projects.
I led creative development across a wide range of advertising projects, from interpreting briefs and conceiving ideas to pitching, art direction and final production.
I created concepts, scripts, illustrations, storyboards, animatics and visual presentations to communicate ideas directly to clients. My audiovisual expertise also allowed me to independently execute the work through photography, filming, animation, motion design, editing and sound.
Among the projects I created:
Christmas Mugs (Mugs de Noël)
I conceived a Christmas promotion that transformed McDonald's mugs into animated characters, each with its own personality and humorous behavior.
I developed the original idea, characters, script, storyboard and animatic, presented the concept and won the competitive pitch for the agency. I then took full responsibility for the entire production, including character animation, voice acting, music and final editing.
Mini World
I created miniature universes built around McDonald's products, turning burgers, fries, sundaes and Coca-Cola into imaginative environments inhabited by small characters.
I developed distinct visual stories for different products and occasions, exploring settings such as beaches, swimming pools, sports, skiing and Christmas scenes. The characters and environments allowed each execution to introduce new situations while retaining a coherent creative identity.
McDonald's Habitudes
I conceived humorous advertising ideas inspired by recognizable consumer habits, including dipping fries into a sundae or placing them inside a burger box. These everyday behaviors became the starting point for original visual narratives.
Disney x McDo Venez comme vous êtes
For the Disneyland Paris account, I also developed Disney-inspired interpretations of McDonald's “Venez comme vous êtes” concept, drawing on familiar cinematic references without directly reproducing protected characters.
These are just a few examples of the creative work showcased below.
My original concepts and pitches brought multiple new McDonald's projects to the agency, including a larger-budget Christmas Mugs production that I won through a competitive presentation and subsequently directed and produced in its entirety.
Alongside these new assignments, I developed an extensive body of creative work across all three accounts, maintaining McDonald's brand identity while introducing distinct concepts, visual approaches and narratives adapted to different audiences, products and commercial priorities.
This continuous production supported the brand's communication throughout the year, combining annual editorial planning, seasonal initiatives and original advertising projects.
The volume, originality and consistency of this work contributed to the renewal of the agency's McDonald's social media contracts, extending the commercial relationship and securing continued creative assignments.
My contribution therefore encompassed both new business acquisition and client retention, through the ideas I conceived, the projects I secured and the creative work I directed and delivered.
