STEP UP TO THE MAC
About: McDonald's wanted to celebrate the classic flavor of the Big Mac, and to also introduce the new Mac Snack Wrap.
For the commercial, we featured the classic Craig Mack hip hop song “Flava in Ya Ear” and created a visual celebration of what makes the Big Mac an original and one-of-a-kind… the savoriness of the special sauce and its unique combination of ingredients.
The web banner continues the classic hip hop motif that began with the commercial, by having the rhythm of the music in the background form the Big Mac and Mac Snack Wrap from within the pulsating bands of an equalizer.
Click on the banner above to get on beat.
The Big Mac is one-of-a-kind. A classic that deserves some respect. So we reminded consumers of its status in a truly colorful fashion. This ad serves as a visual "shout out" to the one that started it all.
As an electronic musician myself, I thought it would be cool to make a music app that celebrated the the Big Mac and its iconic status. With the Big Mac Beats! Music Maker, any mobile phone or tablet is quickly turned into a hand-held remixing machine.
Users can drag and drop song snippets and samples provided and create their own custom remixes of classic songs like “Flava in Ya Ear” by playing with different filters, delays, reverbs and other effects.
Each one of the unique ingredients of the Big Mac is represented on the side menu as you build a musical track for your composition. For example, there’s Seasame Bass and Beefy Beats for your drum kits and basslines, Leafy Loops for adding audio samples, and Pickled Piano for making melodies with different synths.
And the digital display of the waveforms of each track section is color coded so that your final composition actually turns into the unmistakable shape of the Big Mac.
BROADCAST
FRATBREAD SANDWICHES
About: Colleges are the perfect place to introduce new ideas. So I helped McDonald’s launch Flatbread sandwiches across many campuses.
WHY SKIP CLASS ON AN EMPTY STOMACH?
Swing by McDonald's and pick up a new Flatbread Deli sandwich. They're wrapped fresh, and ready to go -- wherever it is you're going.
SOMEWHERE BETWEEN BIO AND CALC THERE'S 2.5 MINUTES FOR LUNCH.
Our new Flatbread Deli sandwiches are wrapped to stay fresh, so they'll fit into your busy schedule.
EVERYBODY EXPERIMENTS IN COLLEGE.
So why not try our new Flatbread Deli sandwiches. They're wrapped to stay fresh, for whenever you get the urge.
MLK DAY
About: The three newspaper ads and the poster below from McDonald’s were created to share Dr. King’s message of equality for all.
MLK "FOUNTAIN Ads" [Newspaper]
(teaser, page one)
WHITES ONLY.
MLK "FOUNTAIN Ads" [Newspaper]
(teaser, page two)
COLORED ONLY.
MLK "FOUNTAIN Ads" [Newspaper]
(reveal, page three)
Forty years ago, segregation was still a harsh reality. But one man was outspoken and challenged a nation divided to unite. McDonald's proudly salutes the legacy of Dr. Martin Luther King, Jr.
MLK "Equality" [Poster]
(Dr. King's "I have a Dream" speech symbolically displayed as an equal sign)
Equality. On August 28, 1963, one man stood before thousands and led the fight for it. McDonald's proudly salutes Dr. Martin Luther King, Jr. and his legacy that lives on today.
365 BLACK
About: With the urban outreach effort called 365 Black, McDonald's shows that great achievements made by African-Americans happen every day. I made sure the tone and copy lead into the established tagline theme, "deeply rooted in the community."
SOMETHING GREAT GROWS FROM EVERY GENERATION.
From marches made. To elections won. From hit records pressed. To world records broken. From the inspiration of stories told. To the celebration of traditions passed down. Black history is unfolding every day in America's rich tapestry. So we're proud to honor the culture and accomplishments of African-Americans, 365 days a year. To see how we're deeply rooted in the community, visit 365black.com.
McCAFE
About: McDonald's McCafe line of decadent desserts is sweet and sophistcated, served hot or chilled.
TAKE IT SLOW.
You want this rich mocha moment to last.
SAVOR EVERY SECOND
of this
SWEET BLISS
sealed with a chocolate kiss.