McDonald’s ‘Game On’ Campaign

Completed in August 2023

This is a collaborative campaign aiming to encapsulate the rich history and stories of old Singapore through a series of new burgers. Each burger celebrates a specific estate, with my agency delving into the captivating narrative of Kallang. In this McDonald's campaign, my role as the leader of the agency involved several responsibilities:

Curating Key Visuals: Crafting visual elements that authentically depict Kallang's heritage, blending folklore and history into compelling imagery.

Team Coordination: Collaborating with team members to ensure alignment between visual representation and the chosen narrative for Kallang.

Creative Direction: Providing guidance and vision to ensure the visuals accurately convey the essence of Kallang's stories while aligning with McDonald's branding.

The opportunity to lead this Campaign with my friends was an invaluable experience. It wasn't just about crafting visuals or coordinating a team; it was about unraveling the layers of history and culture, translating them into visuals that spoke volumes, and sharing this narrative through the universal language of food. It was a journey that allowed us to connect with Singapore's past while leaving an indelible mark on the present, all through the lens of a McDonald's burger campaign.

Software Used: Adobe Illustrator & Photoshop

McDonald’s ‘Game On’ Campaign

Key Visual Ad

Photoshoot Images

Burger Wrapper & Box