Working with Leo Burnett, I was asked to create a campaign for the new McDonald’s McCrispy as part of a fast-paced sprint brief.

To make the work stand out, I developed a bold, high-impact visual direction built around large, dynamic typography that demanded attention and drove instant appetite appeal.

The layout was designed to quite literally fill the space, mirroring the way the product fills your mouth, while showcasing the McCrispy in the most irresistibly tasty, close-up way possible.

Textured detailing in the typography gives a sense of crunch and that tactile crumbliness you feel when holding the burger.

The result was a striking, confident campaign concept that delivered maximum standout with minimal time.