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Russell Brown Design & Art  



Digital, social & interactive

McDonald’s at Leo Burnett






As Head of Art for Digital at Leo Burnett London, I worked across McDonald’s UK digital presence, from a world-first interactive billboard to the website and social channels, and the guidelines that kept it all consistent.
 


Little Piccadilly
An industry-first interactive experience at street level




The briefHow do you stand out in one of the most crowded ad spaces in the world? Get people to stop, look and join in.






Turning passers by into participantsWorking with illustrator Stanley Chow, we created what was then the world’s first fully interactive digital billboard. Passers by built their own animated character on their phone, then watched it appear moments later in Little Piccadilly, an alternate world that filled up in real time on the big screen. With over 300 million possible combinations, no two were the same.









McDonald’s.com
A fresh digital makeover for the UK website




The briefMake the UK website faster, smarter and more engaging.



The website was the brand’s digital front door. It needed to show what McDonald’s stood for (sustainability, food sourcing, innovation and ethics) while making the food look as good as possible.



The site was built on photography with live HTML text over it. I wrote the Digital Photography Guidelines alongside the web style guide, along with a brief for third-party agencies and a suite of layered Photoshop templates so every shoot came out web-ready.







Social
One look across every channel



The challengeMcDonald’s social content came from several in-house and agency teams, and it showed: the look was inconsistent and didn’t match the quality of the brand. Everyone needed clear, shared guidance.




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Credits
Stanley Chow Illustrator
Ben Lunt Creative Partner





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