Happy Meal Campaign

Client: McDonald’s
Agency: Scholz & Friends
Production Studio: DIGITALSINN GmbH
Director: Sinem Sakaoglu
Services: Character Design, Illustration

2025

For this McDonald’s Happy Meal cinema spot, the focus was on books as a gateway to imagination. Two kids open their Happy Meal books, bringing the characters to life - jumping through the car, turning a simple ride into a small adventure.

I was responsible for the character design on this project, creating a cast of three hero characters that felt playful, expressive and rooted in the world of children’s stories.

The characters started as loose sketches, exploring shapes, personalities, and movement before settling into their final designs. Each hero character was developed with a clear silhouette and expressive features, making them instantly readable and lively, even in static form.

The goal was to create characters that felt as if they truly belonged in a child’s imagination: Joyful, curious, and a little mischievous.

Alongside the characters, I illustrated two children’s book covers and interior pages used as on-set props (hence the Lorem Ipsum) in the spot. These mockups were designed to feel authentic and tactile, something the children could naturally interact with, while visually anchoring the animated characters in a believable story world.