I co-directed the look, feel and tone of the return of the Monopoly game to McDonald’s after its federally-enforced hiatus. In addition to a first-ever “guaranteed win” on all fry boxes, this updated, enhanced version included the first online “second chance” game with its own set of rules, which we teased with an easter egg/hidden playable game code on McDonald's bags and Monopoly game boards.
Responsibilities | Concept, develop and refine the idea. Execute it across packaging, bags and tray liners. Concept, direct and produce crew video and printed materials. Create a style guide for international agencies. Extend in-store game to a separate online game. Creative Direction. Copy.
Team | Kim Hammonds: Account lead | Josh Storm: Design lead | Geoff Miller: Developer lead