WHAT I DID
Led art direction for the launch of McDonald’s Gift-fest
Overview
A holiday campaign designed to make giving feel possible
challenge
Holiday promotions often feel transactional, lacking emotional connection
Impossible — OLV
impact
$90K+
in prizes released each day across 21 days4,305
individual winners reached1
one cohesive idea doing the workDIGITAL EXPERIENCE
A homepage takeover that turned curiosity into action
A STORYTELLING SYSTEM
Extended the impossible gift idea
Used oversized gifts to signal the payoff
Inspired customers to play daily by visiting McDonald’s.com
Gift-fest — Homepage takeover
Social engagement
If I could, I would
In practice
Human moments carried the idea day to day
Small gifts suggested bigger possibilities
We invited our audience to imagine who they’d give to
Let’s build what’s next — together
Client — McDonald’s
Role — Art direction
Services — Concept development, UX and UI design, visual storytelling