McDonald’s Big Classic Beef

The McDonald’s Big Classic Beef Campaign was a key part of a series of Q4 launches, spotlighting a signature staple of the McDonald’s menu—the Big Classic Beef Burger—during its annual return. This comprehensive 360° campaign spanned digital, print, and OOH platforms, for which I designed all key visuals, collateral, and supporting assets. Each element was carefully adapted to align with various media channels while remaining responsive to the overarching strategy and framework.

Our art direction focused on highlighting the Big Classic’s premium ingredients, distinctiveness, and signature taste. The design featured bold typography using McDonald’s iconic "Speedee" typeface, complemented by bright, vibrant colors to create a mouthwatering appeal and evoke appetite. To reinforce the brand identity, I designed a custom Big Classic logo in true McDonald’s fashion, solidifying the campaign’s visual impact.

Type of work: Design for Advertising, Campaign Design Execution