McDonald’s classic ice cream range is long-standing. The challenge was to refresh the creative for the yearly promotion and make the product feel exciting again while keeping its recognisable identity.

The campaign needed to bring new energy to the range and highlight the indulgent, refreshing quality of the ice cream in a way that would immediately capture attention.

From a technical perspective, the storyboards had to be designed with future productions in mind. Each frame needed to work as a flexible template that could be reused across multiple films in the range, allowing new flavours and variations to be produced efficiently while maintaining visual consistency.

We made the ice cream the hero. Working closely with a food director, we focused on creating irresistibly mouth-watering visuals that celebrated the texture, colour and creamy swirl of the product. The films leaned into rich detail and movement to make the ice cream feel vibrant, indulgent and impossible to ignore.

By letting the product take centre stage, the campaign turned a familiar classic into something fresh and craveable again. The creatives performed well and continued to run for several years after launch.