With the McDonald’s “Always On” social account our key aim was to produce social content that was culturally relevant for the brand and the market and not to just repurpose existing advertising assets.
Working fast and with flexibly we could get involved in trends and join conversations across the platforms with content that sat outside of campaign content. It was content that expressed the brand storytelling in a way that was native to the platform and the target market. This would mean producing a huge variety of content, from the latest hack or tech to doing stop motion or illustration.
My role was key in the team from pitch stage where I helped develop different posts, both from a creative and design perspective. Once we won the account, I remained a core member of the creative process, working in partnership with creatives to build an understanding of the tone we wanted; highlighting what is popular, what the audience engage with, watch, like, react to and most importantly share.
Role: Creative, Art Direction, Design, Illustration, Animation, Photography, Videography