2D Animation Campaign Motion Graphics Social Media
McDonald’s Samurai Isekai
Client
McDonald's
Agency
Leo Burnett / Prodigious
Production
Genesis Motion Design
Year
2024
01.-
The Brief
Samurai season is back, and this time it’s bigger and bolder! Teaming up with Leo Burnett and Prodigious, we partnered with McDonald's once more to elevate their campaign.
The mission? Craft an unforgettable 30-second anime-style TV spot and develop striking visuals for OOH and social media, capturing the essence of McDonald’s newest Samurai Tamago Beef & Chicken Burgers. From concept to creation, we went all-in to deliver a campaign that merges fast-food fun with the dynamic spirit of anime.
02.-
The Approach
Staying true to the iconic anime style from last year’s campaign, we pushed the boundaries to fit McDonald's new limited-time offerings. This time, the concept was to follow samurai's journey as he "isekai-ed" into the modern world, blending traditional elements with a contemporary twist. We developed a range of unique characters, including a modern-day samurai, and brought them to life through dynamic angles and fluid anime motion.
Our challenge was to highlight the unique ingredients of the Samurai Tamago Burgers while keeping the visuals appetising and appealing. Balancing the aesthetics of illustrated food with the technical nuances of animation, we crafted a seamless experience that not only showcased the burger’s ingredients but made it look undeniably mouth-watering. This was anime storytelling with a tasty twist—crafted to perfection, down to the last sesame seed.
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views in 30 days
03.-
Key Art and Visuals
Anyone familiar with anime knows that beyond the thrilling action scenes, the real showstopper is often the hyper-realistic, mouth-watering portrayal of food.
This time, we set out to make each menu item in the Samurai range absolutely shine. From the Samurai Tamago Beef and Chicken Burgers to the crispy Yamachan Drumlets and the vibrant Sharing Box, every detail was crafted to draw customers in. The rich teriyaki glaze, the golden yolk, and the perfectly crisped edges—each ingredient was brought to life with dynamic angles and vibrant colours that enhanced the energy of the visuals, taking last year’s style up a notch. We focused on making each element pop, inviting the audience to savour every delicious detail.
04.-
Out-Of-Home (OOH) / In-Store
Our tantalising illustrations were also featured in out-of-home media to remind fans everywhere of the limited-time treats, and get them running to their nearest McDonald’s.
Shopfronts and self-ordering kiosks also came to life with vibrant key art from the series. Truly a legendary feast on the eyes—and taste buds!
05.-
Characters
Our character designs took inspiration from classic Japanese anime, blending the iconic look with McDonald’s signature colours for a seamless brand synergy. This time, we gave the characters a modern twist—exploring contemporary outfits with subtle nods to traditional styles, creating a unique fusion that resonates with today’s audience.
The Samurai himself was reimagined, his attire updated yet still embodying the same confident, formidable presence. Without a single word spoken, his stance and expression captured the spirit of both campaigns, smoothly bridging last year’s manga series with this year’s fresh, dynamic approach. It’s a character evolution that honours the past while embracing the present.
Character Concept Developments
Food Styleframes
Background Developments