From Concept to Campaign-World
For McDonald’s Germany, we helped turn a seasonal promotion into an entire universe—MyM Easterland. Working closely with Simon & Paul and directors Henri & Sebastian, we designed and built a vibrant 3D world from the ground up—spanning initial concept art, character design, and final cinematic 3D environments used across every layer of the campaign.
Our task: create stylized but tactile amusement park worlds anchored by iconic Europa-Park rides and Easter visuals—with Loop, a charismatic rabbit mascot, at the heart. Each themed zone (Voltron, Blue Fire, CanCan, WODAN) was crafted with full detail and modularity, enabling reuse across high-res stills, broadcast animation, interactive content, and in-app experiences.
Our character Loop was designed to connect with Gen A to Z: cool, expressive, slightly surreal—but grounded in realistic materials and motion. From fur shading to on-brand accessorizing, Loop became the energetic guide through a world of daily deals and “woohoo” moments.
MyM Easterland is a rollercoaster ride through four unique, high-energy worlds—each inspired by real Europa-Park attractions and reimagined in full 3D. The Voltron zone’s is neon-lit desert and has a crackling energy tower.
The WODAN world’s wooden coaster winding through a surreal snackscape of oversized fries and burger blimps is a mix of playful architecture and tactile detail.
The CanCan / Euro Tower world shifts the tone into soft pastel elegance, with waterpark textures, modernist curves, and spring sunlight pouring through McDonald’s arches.
And finally, the Blue Fire world opens up into lush green hills, breezy loops, and a sweeping landscape that invites speed, movement, and discovery.
Each world was crafted to be modular, immersive, and instantly recognizable—designed not just to look fun, but to feel alive in animation, print, and in-app gameplay.