it’s in the bag

September in Canada is basically an annual existential crisis where everyone is violently shoved back into a routine. To reignite growth for McDonald’s we weaponized that autumn panic. We deployed a massive omni-channel campaign, hijacking Skip’s then tagline: “Did somebody say Skip” + McDonald’s.

As ACD leading Skip's design direction, I collaborated to choreograph this beautiful visual chaos across TV and digital. We smashed McDonald’s golden nostalgia into Skip’s modern energy. It wasn't a dry corporate promo; it was a fast, fist-bumping reminder that surviving the daily grind is way easier when comfort is literally in the bag. Hey ho, let’s go!