Casting gourmet hamburgers in a starring role

McDonald’s, the brand that brought hamburgers to the world, keeps on renewing its range of burgers. We named their new line “Maestro”, it offers a number of superlative hamburgers. Extra rich in composition. Bigger in size. Made with upmarket ingredients and accompanied by gourmet fries. True stars in their own right.

Which made us think they also deserved remarkable names like Generous Jack, Amazing Angus, Wacko Guaco... Each with its own logo, fashioned in the style of a gourmet bistro or steak house.

The campaign created a whole new universe of McDonald’s burgers that appealed to foodies looking for an artisanal burger, not just junk food. And it worked, as business figures showed.

I developed and presented the creative platform with the creative team, then led the art direction across film, photography, point of sale, social and rollout. You’ll even spot me in the background of the Juicy Jane burger.