McDonald's - APA Next Summit
McDonald’s created APA Next, a free education summit designed to support AAPI students on their path to college. But in a crowded digital landscape, they needed help boosting attendance—especially among younger audiences. The ask: create vibrant, social-first content featuring talent like Anna Cathcart (XO, Kitty) and Poorna Jagannathan (Never Have I Ever), using only Zoom interview footage. However, we knew we needed to serve up something a little fresher than basic crappy quality talking-heads content.
We proposed a playful workaround: have the talent snap their own photos for use in production. Then we brought those stills to life with a zine-inspired, collage-style animation approach rooted in youth culture, school aesthetics, and bold, expressive design. With accessibility top of mind, we baked in high-contrast colors, readable type, and eye-grabbing layouts.
The deliverables? A full toolkit of over 25+ social assets, motion templates, animated stickers, and evergreen visual elements. It was all designed to live across platforms—from Instagram to apanext.com—and to carry through future Summit events.
The campaign became an ownable visual system that felt fresh, fast, and uniquely Gen Z. IW Group and McDonald’s were lovin’ it—extra sauce, no notes. The toolkit has since been reused across multiple APA Next events and socials, helping the summit stay top of mind with its core audience while keeping content consistently fun and on-brand.
McDonald’s created APA Next, a free education summit designed to support AAPI students on their path to college. But in a crowded digital landscape, they needed help boosting attendance—especially among younger audiences. The ask: create vibrant, social-first content featuring talent like Anna Cathcart (XO, Kitty) and Poorna Jagannathan (Never Have I Ever), using only Zoom interview footage. However, we knew we needed to serve up something a little fresher than basic crappy quality talking-heads content.
We proposed a playful workaround: have the talent snap their own photos for use in production. Then we brought those stills to life with a zine-inspired, collage-style animation approach rooted in youth culture, school aesthetics, and bold, expressive design. With accessibility top of mind, we baked in high-contrast colors, readable type, and eye-grabbing layouts.
The deliverables? A full toolkit of over 25+ social assets, motion templates, animated stickers, and evergreen visual elements. It was all designed to live across platforms—from Instagram to apanext.com—and to carry through future Summit events.
The campaign became an ownable visual system that felt fresh, fast, and uniquely Gen Z. IW Group and McDonald’s were lovin’ it—extra sauce, no notes. The toolkit has since been reused across multiple APA Next events and socials, helping the summit stay top of mind with its core audience while keeping content consistently fun and on-brand.
McDonald’s created APA Next, a free education summit designed to support AAPI students on their path to college. But in a crowded digital landscape, they needed help boosting attendance—especially among younger audiences. The ask: create vibrant, social-first content featuring talent like Anna Cathcart (XO, Kitty) and Poorna Jagannathan (Never Have I Ever), using only Zoom interview footage. However, we knew we needed to serve up something a little fresher than basic crappy quality talking-heads content.
We proposed a playful workaround: have the talent snap their own photos for use in production. Then we brought those stills to life with a zine-inspired, collage-style animation approach rooted in youth culture, school aesthetics, and bold, expressive design. With accessibility top of mind, we baked in high-contrast colors, readable type, and eye-grabbing layouts.
The deliverables? A full toolkit of over 25+ social assets, motion templates, animated stickers, and evergreen visual elements. It was all designed to live across platforms—from Instagram to apanext.com—and to carry through future Summit events.
The campaign became an ownable visual system that felt fresh, fast, and uniquely Gen Z. IW Group and McDonald’s were lovin’ it—extra sauce, no notes. The toolkit has since been reused across multiple APA Next events and socials, helping the summit stay top of mind with its core audience while keeping content consistently fun and on-brand.
McDonald’s created APA Next, a free education summit designed to support AAPI students on their path to college. But in a crowded digital landscape, they needed help boosting attendance—especially among younger audiences. The ask: create vibrant, social-first content featuring talent like Anna Cathcart (XO, Kitty) and Poorna Jagannathan (Never Have I Ever), using only Zoom interview footage. However, we knew we needed to serve up something a little fresher than basic crappy quality talking-heads content.
We proposed a playful workaround: have the talent snap their own photos for use in production. Then we brought those stills to life with a zine-inspired, collage-style animation approach rooted in youth culture, school aesthetics, and bold, expressive design. With accessibility top of mind, we baked in high-contrast colors, readable type, and eye-grabbing layouts.
The deliverables? A full toolkit of over 25+ social assets, motion templates, animated stickers, and evergreen visual elements. It was all designed to live across platforms—from Instagram to apanext.com—and to carry through future Summit events.
The campaign became an ownable visual system that felt fresh, fast, and uniquely Gen Z. IW Group and McDonald’s were lovin’ it—extra sauce, no notes. The toolkit has since been reused across multiple APA Next events and socials, helping the summit stay top of mind with its core audience while keeping content consistently fun and on-brand.
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Credits
Client
McDonald’s
Agency
IW Group
Creative Director
Hung Le
Executive Producer
Ricardo Roberts
Producer
Alisha Kramer
Illustration and Design
Ally Schuman, Hanna No, Mayumi Takahashi
2D Animators & Compositors
Alejandro Imondi, Andrea Gendusa, Ally Schuman, John McColgan
Music Supervision/Sound Design
Quadriphonic Sound
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