2022 Art Director at Leo Burnett
McDonald's Children's Day
Duration: 2 months
ROLE: Art director
TEAM: creative director / photographer
McDonald’s launched a Children’s Day campaign in China to spark 80s childhood nostalgia—helping adults relive joyful memories and share them with family and friends.
As the art director, I led the execution of all key visuals in collaboration with a creative director and illustrators.
The campaign quickly went viral on Chinese social media, becoming one of the brand’s most emotionally resonant and culturally relevant activations of the year.
Design Goal
Design a visually expressive campaign to
Spark nostalgic joy through playful, emotionally resonant visuals.
Create iconic, shareable assets that stand out across digital and physical touchpoints.
Blend retro storytelling with McDonald’s global brand tone for a uniquely local experience.
Final Deliverable
The final campaign reintroduced Ronald McDonald and the three iconic mascots, set in a vibrant amusement park scene. Using a retro hand-drawn art style, the design captured a nostalgic concept, reconnecting users with cherished memories.
Design Process
In the first week of exploration, I rapidly developed a series of “Feel-Good Design” illustrations by blending iconic 80s childhood toys and games into McDonald’s world.
The concept received strong client interest, showcasing my visual storytelling and fast decision-making, though it was later shifted as the campaign direction evolved.
Take Away
I was closely involved throughout the entire project lifecycle—from early concept development and proposal rounds to art direction during the photo shoot and final production.
Collaborating with the client, illustrators, and photographers strengthened my communication and creative leadership skills, and I’m proud that the final campaign received positive feedback from both customers and the client team.