Description

This is one the pitches I worked in whilst at SapientNitro.

The brief was to redesign the Happy Studio, a digital world created by McDonald’s designed to engage and entertain kids and their families comprising an online platform, mobile and tablet applications, educational games, activities, and rewards both online and offline.

The challenge was to accommodate the huge variety of content created by the numerous campaigns and promotions featured on the Happy Meal each month globally.

The solution was to redesign the overall Happy Meal experience by building a connected world gaming experience that include AR games, offline activities, mobile and tablet applications and a digital platform. A self-perpetuating ecosystem where each element (the Happy Meal, the toy, the app and the Happy Studio) supports and fuels the engagement with McDonald’s by blurring the line between the restaurant and the real world experience. An ever-evolving inter-connected free play zone. In-store, on-pack, outside, online… everything linking together with the goal of providing one big empty place that children can fill with their imaginations.

My involvement in this pitch ranged from the conceptual stage up to the production of illustrations, graphics and interface design.