The Brief: As we stride into the Future of Merch, how do we ensure that Wraps retain their competitive edge, particularly in motion?

The Result: Through a collaboration with the accomplished food photographer, Miles New, and our talented in-house motion graphics team, we embarked on a day-long shoot to capture an abundance of captivating footage. Our vision hinged on the application of the 'Straight Cut' technique. Examining the intricate composition of a Wrap, we recognized numerous elements. By employing this technique, we can unveil the construction in a dynamic, edgy manner that remains faithful to the essence of Wraps.

My involvement: Art Direction | Design | Close collaboration with the immensely talented Motion Graphics

The Brief: Craft moments that would be Instagram-worthy, featuring prizes that one would eagerly showcase to friends.

The Result: Despite some challenges, when the launch did eventually occur, our strategy to craft unforgettable moments proved to be perfectly timed. This was underscored by the introduction of the iconic gold card, which stood shoulder-to-shoulder with revered exclusives like the 'Black Nando’s card' and the coveted Greggs 'Concierge' card - a pioneering move for McDonald's. Though slightly delayed from the initial projection, this Monopoly edition claimed the spotlight, providing consumers with the VIP experience they had been yearning for.

My involvement: Design | Art Direction | Packaging | Close collaboration with the immensely talented Motion Graphics and 3D Illustrators at TMS.

The Brief “Karma’s World” marked our inaugural collaboration with Netflix. The storyline revolves around a young girl whose profound love for music serves as the driving force, and our objective was to seamlessly translate this essence into the kit.

The Result: The brainchild behind Karma is none other than the renowned rapper Ludacris, drawing inspiration from his own eldest daughter, Karma. The style guide is richly infused with street art elements, thus entailing a harmonious fusion of these two facets to conjure an exceptionally captivating campaign.

My Involvement Concept | Design | Collaborating with Motion Graphics

The Brief: Elevate McDonald’s Monopoly packaging to exude a premium look and feel, enticing consumers to share their joyous moments on social media.

My Involvement: Art Direction | Illustration | Packaging Design

The Brief: Every year, we organize the Monopoly event in the UK with the goal of surpassing the previous edition in scale and quality.

The Result: This year, with Wiiiin, we opted for a departure from our usual approach. While past editions leaned towards a polished 3D aesthetic, this time we embraced a 2D style, channeling our inner Andy Warhol in the realm of Pop Art. This distinctive choice immediately set it apart from previous years. Serving as the creative lead, I collaborated closely with another skilled designer. This marked the first UK Monopoly project delivered on time and within budget, led by an all-female POP team. Our seamless collaboration was evident in the final result.

My Involvement: Art Direction | Design | Customer Journey Strategy | Logo Design | Packaging Design | Collaborating with Motion Graphics

This campaign was a pivotal moment in my career as the creative lead. It was a groundbreaking venture, marking the first Monopoly campaign in ROI, with unique rules and prizes distinct from the UK version.

The Brief: The objective was clear: create a compelling campaign that would drive interest and engagement with Monopoly. This meant tailoring the campaign to resonate with the ROI market while staying true to Monopoly’s global appeal.

The Result: The opportunity to deviate from the norm and introduce fresh rules and prizes. This campaign not only redefined Monopoly’s perception in ROI but also showcased the power of innovation, strategic thinking, and creative expertise in achieving ambitious goals. It remains a testament to the potential for success through vision and determination.

My Involvement: Art Direction | Design | Customer Journey Strategy | Logo Design | Packaging Design | Collaborating with 3D Designer | Collaborating with above the line TBWA

The Brief: GTA stands as a yearly spectacle within McDonald’s UK repertoire. As the 10th anniversary dawned, the call was to embark on a grand endeavor. The directive echoed: “Forge the epitome of burgers, an embodiment of all things American in flavor, aesthetics, and ambiance.”

The Result: Introducing four exceptional beef burgers over eight riveting weeks was the customary approach, yet this campaign embraced innovation by seamlessly weaving a McFlurry into the narrative, thereby amplifying the exclamation of the Great Taste of America.

My Involvement: Art Direction | Concept Design | Customer Journey Strategy | Packaging Design | Logo Design | Collaborating with Motion Graphics | Collaborating with ATL Agency Leo Burnett

This was a pivotal pitch situation, where I was a part of a tight-knit team of five individuals based in London.

The Brief: The Iconic Big Mac was undergoing a transformation, introducing two new sizes - the Mac Jr and the Grand Big Mac.

The Result: We crafted a campaign centered around the slogan 'There's a Mac for that.' This effort not only secured the project from Publicis but also led to the birth of a new agency, 'We are unlimited,' headquartered in Chicago.

The Brief: Our goal was to not only promote World Book Day but also to ignite a love for reading in children. This initiative was in collaboration with the renowned illustrator, Rob Biddulph, and it was imperative to honor and embody his distinctive style.

The Result: The campaign beautifully demonstrates the transformative power of books, whisking readers away on imaginative adventures. The centerpiece of this endeavor is a set of exquisitely illustrated bookmarks by Rob Biddulph. In our design, we subtly incorporate McDonald's branding by emphasizing the cheerful smile on the vibrant red book, as opposed to featuring a Happy Meal book.

My involvement: Concept | Design | Collaboration with Motion