THE STUDIO GHIBLI X MCDONALD'S HAPPY MEAL
6M+ VIEWS | 1M+ LIKES
Winner of the 2023 AAF Nebraska Advertising Awards - Gold Award
BRIEF
The objective of this project was to create a new and improved McDonald's Happy Meal experience aimed at a target audience, by undergoing a step-by-step design process that involved researching, brainstorming, crafting content, designing, and building. The Happy Meal comprises of a drink, toy, entree, and a side dish, while incorporating key features of the McDonald's brand such as the iconic Golden Arches logo, smile, and colors. The primary aim is to engage and delight audiences with the world of Studio Ghibli films and characters. The primary focus was to create an enjoyable experience for everyone, whether they are already familiar with the studio's work or not. The meal features beloved characters and concepts from several of the studio's most renowned films, with accompanying descriptions of some of the most recognizable characters. The meal includes a small beverage, 6 piece chicken nugget, small fries, and a blind box toy.
ROLE
Research, Visual Design, Prototyping, Print Graphics, Illustration
DATE/DURATION
Sept 2022 | 4 Weeks
TOOLS
Illustrator, Photoshop, Procreate
TEAM
Solo designer
WHY
School/Portfolio Project
THE BOX
6PC CHICKEN MCNUGGETS
SMALL FRIES
For the side item, I chose to create small fries that look similar to the original design but I added soot sprites on the packaging. Soot sprites are little spirits made from dust and soot and appear in the movies Totoro and Spirited Away. I also included a small soot sprite holding a fry on the inside of the packaging, and a description of the character on the back.
SMALL DRINK
TOY - MYSTERY PINS
PROCESS
RESEARCH
To begin this project, I conducted thorough research on McDonald's, including the Happy Meal experience, brand style guide, values, history, and previous promotions. I also evaluated other designs and concepts to determine the scope of what I could achieve. I purchased and documented my own Happy Meal experience to gain a deeper understanding of what makes it enjoyable. I then studied Studio Ghibli's history and brand, utilizing my personal knowledge as a fan of the studio, to inform my brainstorming and moodboarding process. These steps were crucial in gaining a comprehensive understanding of the brand and audience, which allowed me to execute a more effective design. The research boards shown below were created using Milanote.
SKETCHES
I began my project by sketching rough concepts in Procreate. I had a clear vision for the project, but wanted to explore different design ideas before making a final decision. I focused on creating distinct characters and a whimsical environment, inspired by Studio Ghibli's brand. After sketching the products, I mapped out a rough plan on the Happy Meal box. My approach was to start with loose sketches and gradually refine the design through trial and error. As you can see, the ideas evolved greatly during the project and I even scrapped the original illustration I had in mind. My initial attempt at drawing the main illustration in a semi-realistic style wasn't working, so I redrew it in a way that better matched my vision. I never settle for unsatisfactory work and instead, re-approach or restart to achieve the best final product.
ARTWORK
In this project, I knew I wanted to hand draw the illustrations to give it that original feeling that Studio Ghibli movies had with their 2D style. That is one of the main reasons I re-approached the semi-realistic illustration and decided to simplify the style into something that reads better with audience when it comes to shape, color, text, and layout. I referenced the character designs but all the illustrations in this project are original ideas and designs.
SOCIAL MEDIA CAMPAIGN & REFLECTION
After completing my project, I took it to the next level by creating a TikTok video showcasing it as a genuine promotion, only to reveal that I was the artist and designer. The video quickly gained popularity, garnering over 2.5 million views within a day. Encouraged by the positive response, I continued to create more videos related to the project, such as explaining design process and answered frequently asked questions. I also posted the same TikTok as a reel on Instagram and garnered 200K views. I have received overwhelmingly positive feedback on the project, and I am grateful for the impact it has had on others. Creating this project was a thoroughly enjoyable and educational experience for me.
