Creative Filter partners with Studio Now and Agency123 to bring McDonald’s into the Metaverse
Picture this: a gathering of creative visionaries from across the globe, all united to celebrate the astounding impact they’ve collectively had on propelling the McDonald’s brand forward. The vision was clear - create an unparalleled sense of community and brand affinity in a groundbreaking and inspiring way.
Creative Filter, along with McDonald’s internal agency, Agency123 partnered to usher McDonald’s into the immersive realm of the Metaverse.
Let’s delve into the origins, progression, and impact of this pioneering project, shedding light on the instrumental role played by the entire Creative Filter team in bringing this vision to fruition.
The Feel Good Marketing Awards is an annual recognition of the excellent work of the expansive network of agencies that dedicate their creativity and passion to the McDonald’s brand on a global scale. This event wasn’t just about recognizing accomplishments; it aimed to infuse a spirit of community, creating a bond that transcended borders and time zones. The interactive venue set within the metaverse was meant to showcase McDonald’s position as a pioneer in brand creative and inspire all of their agency partners to pursue courageous innovation in all that they do for the brand.
Agency123 initially approached Creative Filter with a compelling request – to craft engaging content and dynamic digital graphics for the immersive metaverse environment. Drawing from our extensive background in animation, graphic design, and content development for both physical and virtual environments, coupled with our experience with the McDonald’s global brand, the partnership seamlessly aligned.
Initial Asset Short List:
- Full Award Show Final Edit
- Show Graphics Package
- Show Opening Video
- Animations for each award category
- Nominee Videos
- Gold, Silver and Bronze Winner Templates
- 14 unique video wall backgrounds
- Judges videos
- Creative Council Video
Our approach (and the big pivot)
The Creative Filter team engaged in a robust collaboration with the dedicated Agency123 team, diving deep into storyboarding, art direction, and iterating through animatics and design revisions. This meticulous approach ensured a cohesive and compelling narrative that resonated perfectly with the client’s expectations. By closely partnering with the metaverse design team, all assets were developed and delivered to seamlessly integrate into the dynamic world.
As the project unfolded, it brought forth its fair share of challenges, demanding the team to pivot and adapt swiftly. Yet, with unwavering determination and all-hands-on-deck attitude, Creative Filter tackled each obstacle head-on,reinvigorating the client’s confidence in each team’s role within the project. infusing the project with a renewed sense of energy and creativity.
By leveraging a robust skill-set and an all-in attitude from every member of the team, Creative Filter achieved great success in crafting a stunning collection of creative assets in just under four months. With a blend of creativity, innovation, and collaboration, the partnership between Creative Filter and Agency123 not only set a new standard for virtual brand experiences but also showcased the power of unity and imagination. Together, they turned a visionary concept into a vivid, virtual reality that resonated in the metaverse and beyond.
Leveraging our diverse skill set (and the all-in attitude of our team) we achieved remarkable success in crafting a stunning collection of customized creative assets in just under four months. In this harmonious blend of creativity, innovation, and collaboration, the partnership between Creative Filter and Agency123 not only set a new standard for virtual brand experiences but also underscored the transformative power of unity and imagination. Together, we turned a visionary concept into a vivid, virtual reality that continues to resonate in the metaverse and beyond.
Final Deliverable List:
- Venue Sketches
- Over 60 minutes of character animation
- Three pre-comm videos with custom character animation
- Animation Extras to Surprise & Delight
- Nominee Ad Campaign String-Outs per Category
- In Memoriam Segment
“This project was incredibly rewarding. This event was the first of its kind for any globally recognized brand, and McDonald’s trusted our team to have an integral hand in telling this story. The end result was an immersive experience behind a beautiful set of assets, and really happy clients who saw the value in our collaborative process, commitment, communication, and ability to solve problems.”
Nathan Dies, Executive Producer, Creative Filter