Three Strangers. One Epic Road Trip.
When you think about it, McDonald's has always been a passenger on summer road trips. You can ask anyone and they'll talk about how they stop at McDonald's for food or the bathroom while trekking across America. That's why we found three social influencers, who had never met, stuck them in a big red Jeep and set them off on a path across the southwest exploring national parks and Unique McDonald's Locations.
Our Lead Designer, Creative Director and I all concepted and worked to make this experience a visual journey both through storytelling and visual iconography. Each place we visited along the way had it's own tinycon and visual treatment that was reflective of the surrounding culture.