Concept
The project aims to create a seasonal visual campaign for McDonald’s inspired by the spirit of Halloween.
The idea focuses on presenting the brand in a fresh, thematic context that captures the mood of the season while staying true to McDonald’s identity The concept was to produce a set of creative visuals that connect the brand with Halloween in a simple, modern, and engaging way — without transforming the products or changing their core appearance.
Instead, the project explores how McDonald’s can adopt a distinctive seasonal presence through atmosphere, tone, and storytelling, making the brand feel part of the Halloween moment in a clean and contemporary direction.
Challenges
The main challenge was finding the right balance between embracing the Halloween theme and maintaining McDonald’s recognizable brand identity.
We needed a direction that clearly reflects the season without over-stylizing or drifting into visuals that don’t align with the brand.
We needed a direction that clearly reflects the season without over-stylizing or drifting into visuals that don’t align with the brand.
Another challenge was creating a concept that feels fresh and relevant, considering how common Halloween content is The project had to offer a unique angle that stands out while staying simple, modern, and easy for the audience to connect with.
The Drafts Sketches
Creative Solution
The solution was to build a visual approach that integrates Halloween through mood and storytelling rather than heavy thematic elements.
We focused on a clean, contemporary direction that allows the brand to participate in the seasonal moment naturally and authentically By shaping the campaign around a
We focused on a clean, contemporary direction that allows the brand to participate in the seasonal moment naturally and authentically By shaping the campaign around a
cohesive atmosphere and clear narrative direction we created a set of visuals that feel seasonal, engaging, and distinctly connected to McDonald’s without altering the brand’s core identity.
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Crafted by an Exceptional Creative Team
Art Director:
Ali Shahwy
Ali Shahwy
Motion Director:
Mohamed Zidane
Mohamed Zidane
Creative Concept:
Marwan Ashraf
Marwan Ashraf
Senior Graphic Designers:
Momen Ashraf - Omar El Turky - Mahmoud Atef - Youssef Muhammed - Goudy Ghareb (Anobeass) - Omar Rico - Marwan Ashraf
Momen Ashraf - Omar El Turky - Mahmoud Atef - Youssef Muhammed - Goudy Ghareb (Anobeass) - Omar Rico - Marwan Ashraf