We created 4 videos in motion design for a digital ad campaign to share how easy and fast it is to use the McDonald's app.
See more on illo.tv/mcdonalds
See more on illo.tv/mcdonalds
We expanded McDonald’s classic red and yellow palette with greens, purples, and oranges to give each video a fresh look while maintaining visual coherence and staying true to the brand. This allowed us to maintain consistency with the main animation structure and a primary color palette while adding uniqueness through core scenes, specific colors and product features.
Uncommon transitions seamlessly move us from one scene to another in a vibrant and colorful way. The animation style combines a more geometry-driven layout for typography with expressive scenes created in CEL.
The strategy for this campaign involved producing commercials in multiple formats (16:9, 1:1, and 9:16), with full localizations in both English and Arabic. Working with Arabic and expressive typography led us to create fully adapted animations that followed the Arabic reading flow. Additionally, each video was supplemented with a 6-second cut.
Storyboard video 1
Storyboard video 2
Storyboard video 3
Storyboard video 4
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Credits — Agency & Concept Publicis Dubai + Creative Direction Ilenia Notarangelo + Art Direction Arianna Cristiano + Illustration Arianna Cristiano & Jiaqi Wang + Animation Matteo Ruffinengo, Marco De Vecchi, Miguel D'Errico & Riccardo Chiara + Music Fabrizio Martini + Producers Daniel Ceballos & Laura Mazzarino
Credits — Agency & Concept Publicis Dubai + Creative Direction Ilenia Notarangelo + Art Direction Arianna Cristiano + Illustration Arianna Cristiano & Jiaqi Wang + Animation Matteo Ruffinengo, Marco De Vecchi, Miguel D'Errico & Riccardo Chiara + Music Fabrizio Martini + Producers Daniel Ceballos & Laura Mazzarino
