McDonald's
McDonald's
Anime Expo, Head in the Clouds, KCON LA
McDonald’s Activations
KCON LA
KCON LA
The immersive McDonald's booth transported fans into a nostalgic, high school-inspired experience, blending retro yearbook aesthetics with an authentic Korean photo booth. As part of an exciting collaboration with ATEEZ and JUST B, attendees had the chance to write locker letters to their favorite artists, play interactive games, and engage in moments that brought them closer to the K-pop stars. The activation created a unique fusion of pop culture, fandom, and McDonald’s brand storytelling, offering fans an unforgettable experience.
I played a key role in the strategic planning and execution of this large-scale experiential campaign, collaborating cross-functionally with Advertising, PR, and Media teams to produce a 360-degree campaign, evolving traditional brand activations into interactive, fan-driven experiences that extended McDonald’s cultural relevance in the K-pop space.
Roles & Responsibilities:
Creative Ideation + Strategy
360-Degree Campaign Management
Photo Booth Vendor Sourcing
Fabricated Elements
Convention Communications
Art Direction + Social Media Creation
Influencer Integration
Event Styling and Environmental Design
Sponsorship and Partnership Integration
Performance Metrics and Post-Event Analysis
Vendor Management
Head in the Clouds Music Festival
Head in the Clouds Music Festival
McDonald’s brought a dreamy, otherworldly experience to Head in the Clouds LA 2023, creating an immersive Daydream Beach Club that transported festival-goers into a surreal, sun-soaked escape. Inspired by the festival’s vibrant energy, the activation featured artist appearances, interactive postcard mailings, and highly shareable photo moments designed to connect with fans in a playful way. Attendees indulged in fresh fries and iced coffee, adding a taste of comfort to the festival’s electrifying atmosphere. The space seamlessly merged music, culture, and brand storytelling, offering a perfect retreat where guests could relax, engage, and capture unforgettable memories.
From concept development to art direction and fabrication, I played a key role in shaping the activation’s creative vision. I collaborated with designers, fabricators, and brand stakeholders to bring the Daydream Beach Club to life, ensuring every element—from thematic visuals to interactive fan experiences—felt intentional and immersive. I also helped refine the guest journey, making the space both engaging and highly shareable. Working cross-functionally with Advertising, PR, and Media teams, I helped transform a vision into a fully realized brand experience, making McDonald’s a standout presence at one of the year’s most influential festivals.
Anime Expo x Grimace's Birthday
Anime Expo x Grimace's Birthday
At Anime Expo 2023, McDonald's collaborated with WEBTOON to create an immersive experience celebrating both Grimace's Birthday and WEBTOON's 9th anniversary. The booth transported attendees into a nostalgic McDonald's birthday party setting, complete with opportunities to capture memorable moments alongside beloved WEBTOON characters. Attendees could engage with gachapon machines filled with exclusive McDonald's x WEBTOON merchandise, including pins featuring characters like Shin-Ae from I Love Yoo, Persephone from Lore Olympus, and Baam from Tower of God. A towering 20-foot inflatable Grimace added to the festive atmosphere, serving as a prominent photo opportunity for fans. The activation also featured appearances by mega-influencers, amplifying its reach and engagement.
I was instrumental in the execution of this large-scale experiential campaign. I collaborated closely with designers, fabricators, and brand stakeholders to bring the nostalgic McDonald's birthday party theme to life. On-site, I managed production logistics, coordinated influencer engagements, and ensured seamless operations throughout the event. This activation not only celebrated iconic milestones but also strengthened McDonald's connection with the anime and webtoon communities, showcasing the brand's adaptability and cultural relevance.
