McDonald’s Ice cream range
Creative concept / Art Direction / design lead
The challenge
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.
Voiceover is english: Love colorful, crunchy M&M’s? Try them swirled into creamy ice cream. McFlurry M&M’s. Only at McDonald’s.
Concept
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.
Voiceover in english: Give in to temptation. Taste the Caramel McFreeze® at McDonald’s.
Voiceover in english: Everyone deserves a little indulgence. Get the Chocolate McFreeze® at McDonald’s.
Voiceover in english: Give in to the pleasure. Taste the Strawberry McFreeze® at McDonald’s.
Credits
Creative Director: Karolina Galacz
Concept: Nora Redler, Dani Trencsényi
Art Direction and Design Lead: Nora Redler
Copywriter: Dani Trencsényi