McDonald's retail promotional campaigns exist to grab the attention of customers as they move through their dining journey. Different elements work together to communicate a cohesive story and drive appetite appeal from the exterior of the store to the point of order and post purchase.

Each campaign aimed to elevate the customers' perceptions of the food through beautiful photography and typography, all while working within McDonald's brand guidelines and abiding by legal restrictions. Here I've included some sample images, digital promo videos, and layouts from a few campaigns.

For each campaign, my responsibilities included concepting and developing layouts, working with copywriters to develop copy direction, directing photo shoots, directing video editors, directing retouchers and keyliners, and presenting the work to clients at McDonald's headquarters in Oakbrook. And sometimes, if we were really lucky, we also had the task of sampling new products at their test kitchens.