McDonald’s Halloween 2022

Design and illustration for the McDonald’s app seasonal promotion – Halloween 2022. Trick or Eat… A food promotion, driving digital engagement and giving customers the chance to win a McDonald’s ‘Ghould Card’.

Each day during the lead-up to Halloween, customers are presented with a spooky door. They can then select ‘Trick’ and take a risk but could reap big rewards, this path includes an animated ‘jump scare’. If customers play it safe, selecting ‘Eat’ and avoiding the extra fright, they receive a food offer on core menu items.

I designed and illustrated all of the doors and buttons and set the tone with the corridor backdrop – two other backdrops were created for the ‘jump scares’. Additional elements were created by the in-house illustrator at TMS. I also helped art direct the animations that were created for the ‘jump scare’ sequences.