McFun

Not every project is a full-blown campaign.
Sometimes I just get to work on fun stuff :)

Banana Bread

Who wants a slice?

We wanted to announce the arrival of fresh baked banana bread at McDonald’s in a big way. When the creative team showed me this concept I literally pulled out my wallet and gave them all the cash I had inside it. I knew it was a killer idea and worked closely with them to help make sure it was executed “just right” so it would read from both the upper and lower decks of 93N. This was tricky, but we knew we had pulled it off when commuters began calling both the billboard company and 911 to report that the sign was falling.

Keep on truckin’

3-D Trucks

We wrapped a fleet of newspaper/magazine delivery trucks with 3-D imagery to remind people that our ice-blended Smoothies are a great way to beat the summer heat. Winner of multiple creative awards including a gold Addy.

Angus Third Pounder

That is one big-ass burger!

McDonald's new 1/3 pound Angus Burgers are so big, we got to thinking how that might impact the size of other things. The “Lapkin” print ad ran as a spread in the Boston Metro and we created a billboard extension to really drive the point home. (see what I did there?)

Go Time

Ever heard of dubstepping?

Our NY Metro Coop needed help driving millennials to their restaurants during the 2–5pm window. Since this is usually the time when kids need an energy boost to get through their afternoon activities, we came up with the idea to call that window “Go Time” and promote our protein-packed (18g) grilled chicken snack wrap with a soda for just $3. We developed a digital, mobile and social media platform to reach our target and tracked down three YouTube dubstep sensations to choreograph and perform a video to help us promote the offer. Check it out. These guys are incredible.

Subliminal

You’re getting verrrry hungry.

This facebook ad is chock full of subliminal messages — some more obvious than others. We challenged people to find them all. Can you? (Hint: there are 12)

“Subliminal” (:30)

Booth

Two’s company

I tried to sell this concept to McDonald’s three times over three years to no avail. I just thought it was such a simple insight-driven idea. So while shooting another spot in the restaurant I asked the director to use the same cast and shoot the spot on spec. I presented a rough cut to McDonald’s and guess what? They finally bought it.

“Booth” (:30)

Dreaming

Do you dream of the McRib?

I sure don’t. But there's a huge cult following out there that lives for its sporadic return to the McDonald’s menu. The creative team captured that spirit of longing and the quirkiness of the sandwich and its devotees in this spot. My primary involvement was shooting, editing and selling it.

“Dreaming” (:30)