McDonald’s Winnerverse

We’ve teamed up with McDonald’s GCC to unveil their biggest initiative of the year: the Winnerverse! It’s a place where their loyal customers have a chance to win amazing prizes every single day.

McDonald’s gave us a challenge: create a breathtaking, seamless camera move that zips between scenes, showcasing their irresistible products and prizes, and deliver eye-popping visuals bursting with color, product close-ups, and rich textures.

Get ready to experience one of the biggest campaigns our studio has ever created! We’re talking three videos (6, 15, and 30 seconds), billboards, key visuals, social media posts, and a whole lot more. Behind one of those iconic golden arches, incredible prizes await… are you ready to choose your arch? Let’s go!

just a tap to kick start it

a universe of mcdonald’s

You can’t have a truly ‘wow’ moment without a defining scene, and ours is when the main character gets pulled into a whole new universe – the Winnerverse.

We kicked off the visual development for this campaign by asking ourselves: what would a McDonald’s universe even look like? Think towering French fries, flowing rivers of Coke, and burgers with wings! While not every crazy idea made it into the final cut, one thing stuck: the explosion of color and detail in every single frame. Our illustrators dreamed up a series of vibrant tunnels that guide viewers through the story, showcasing the three key elements: the delicious products, the amazing prizes, and the gateways to winning them all.

the magic behind our lookdevelpoment

Nailing the perfect look and feel took countless tests. The restaurant scene, in particular, was a real journey of discovery as we worked closely with the client to find the ideal lighting that captures the fun, high-energy vibe of McDonald’s restaurants.

Once the right palette is found, it is time to animate each element with the right rhythm so that it can enter this choral project.

cell animation and camera movements... it’s a win win

For a video this complex, we knew we had to go the extra mile. To achieve the highest quality, we painstakingly animated nearly everything frame by frame—even the textures. Did it take a while? Absolutely. But was it worth it? Every second! With the backgrounds and main objects, our focus was on creating a dynamic and fluid overall movement.

To streamline the process and allow for quick, on-the-fly revisions without sacrificing quality, we used 3D animation for some of the products. Check out some of our favorite animations below!

Multiplatformm? Multilanguage? no worries... multiple export!

This video was rolled out across a wide range of platforms: square format, IG stories, Reels, TikTok, website, YouTube… We took a smart approach to produce over 50 different, tailored exports for each platform.

assets out of home

The main video is just the tip of the iceberg. For this major launch, we developed a wide range of assets, including outdoor advertising, social media educational videos, and in-store screen content, saturating the GCC market with McDonald’s signature colors.

We call them Key Visuals: four main campaign images that were illustrated and displayed in public squares and participating store locations. These billboards aimed to tell the campaign’s story, spark interest, and educate users about the Winnerverse and how to play.

Perfect for every frame

Each Keyvisual was studied, readjusted and even redesigned to be able to work on any format, square, vertical, horizontal, ultra horizontal. A mix between arrangements of the elements and creations of ad hoc layouts allowed the client to create dozens of different multi-channel assets.