Summer of Skate by McFlurry
McDonald's Belgium built its summer around the McFlurry. Fans designed their own skate merch in the app, and a social campaign carried the brand activation across a full season of events.
The challenge
McFlurry wants to make the most of the summer mood to put itself back in the spotlight. A seasonal promotion needs more than a straightforward ad; it needs a reason for fans to spend time with the brand themselves, not just watch it go by.
The concept
The personalisation tool runs on the Three.js JavaScript 3D library on the front end, letting app users view and customise 3D models of the skateboard and other merchandise directly. That 3D layer carries through into the campaign's video content too: rather than sticking to traditional footage, the merchandise shown in stop-motion photography is combined with its 3D counterpart inside the same video, built with motion graphics in Adobe After Effects. New content is produced weekly, using model photography for lifestyle imagery that stays recognisable and grounded, mixed with stop-motion for the (hero) video ads.
The challenge
McFlurry wants to make the most of the summer mood to put itself back in the spotlight. A seasonal promotion needs more than a straightforward ad; it needs a reason for fans to spend time with the brand themselves, not just watch it go by.
Ready to design interactions that actually stick with your brand?Let's talk
