2022 Art Director at Leo Burnett
McDonald's Children's Day
Duration: 2 months
ROLE: Art director
TEAM: creative director / photographer
McDonald's commissioned a campaign to reignite 80s childhood nostalgia, allowing adults to relive cherished memories and share the joy of Children’s Day with their families and friends.
How can we tell a compelling childhood story through visually captivating elements that align with McDonald’s iconic design style?
Design Scope
Children’s Day is one of the most impactful festival campaigns in McDonald’s China market, aimed at boosting marketing influence and driving high sales.
I led the execution of all main key visual designs, collaborating with a creative director and illustrators, while independently creating the series of new McNuggets sauce packaging designs.
Final Deliverable
The final campaign reintroduced Ronald McDonald and the three iconic mascots, set in a vibrant amusement park scene. Using a retro hand-drawn art style, the design captured a nostalgic concept, reconnecting users with cherished memories.
Design Process
In earlier proposals, I integrated 80s childhood toys and games into the McDonald's environment and products, creating a series of Feel-Good Design illustrations. Although this concept received positive client feedback, it did not progress due to concept evolution.
Say Something
I was deeply involved in this project, overseeing it from the initial concept through multiple proposal rounds to the photo shoot and final editing. Through communication and collaboration with the client, illustrators, and photographers, I learned a great deal and am pleased that the result received positive feedback from costumers and clients.