McDonald’s – Summer Desserts.
The idea: To launch McDonald’s limited summer desserts, we built a social-first campaign around a simple truth: adding dessert makes any meet-up better.
The execution: A suite of content across paid, organic and performance,
leaning into platform trends, fast transitions and native behaviours.
We even dropped traditional end frames to keep everything feeling natural in-feed.
Result: A strong client response and a shift towards more progressive, social-first creative.
Role: Senior Creative/Writer/Creative Director alongside the talented Lucie Torcikova.
Paid-If you’re British, you know there’s no escaping heatwave small talk. We tapped into those summer meet-ups with a refreshing dessert at the centre of it all. With just six seconds per asset, we went social-first, no supers, no end frames just using native platform behaviours.
Organic-Using a suite of assets inspired by trending social transitions, these were created within days to make sure those trends still applied.
Performance-With this second push of Summer Desserts assets, we introduced a social-first concept built around a seamless loop, removing extra branding and end frames. It opens up new ways to test performance and keep innovating our approach
