McDonald’s
Raptors
Under my leadership, McDonald’s entered a multi-year, multifaceted partnership with the Toronto Raptors. And what an incredible first year it was. The team won a championship. We won an NBA Award. Coincidence? Probably not.
We set out to prove that McDonald’s wasn’t just another corporate sponsor—we were real fans. The passionate, loud, occasionally superstitious kind. We showed up with creative, meaningful work that tapped into the city's countries energy and the team's momentum, riding every high and nerve-wracking low right alongside the fans.
We shared the joy, the chaos, and that bold, sometimes irrational but always unshakeable belief that this could be the year. And hey, turns out, it was.
😀 NBA Awards, Clio Sports, Effie Awards x2, Applied Arts x2, FAB Awards, SIA Awards x3
First: a bold, unmistakable design system that brought the McDonald’s x Raptors partnership to life… scalable, flexible, and made to stand out at every touchpoint.
After supporting the Raptors through a historic season, we needed one last push to back them through their first NBA Finals. So when they faced their arch rivals, Golden State, we decided to drop the golden state of our arches, for the first time ever. The Raptors went on to win their very first NBA championship, and when the Raptors brought home the gold, so did we (in our arches).
Nugget lovers don’t dip. They dunk. So we brought fans the NuggNet: a redesigned McNugget 20-pack with a sauce rim for dunking. The limited-edition packaging sparked an online, NBA-style dunk competition - where users shared their very own signature dunks.
To cap it all off, Championship billboards were put up the night of the win.
