We know it feels like it’s been a long time since McDonald’s launched it’s wraps, but when they did, we were right there with them! To get this campaign out the door, we produced a series of video and HTML5 units. This campaign was actually launched before Instagram integrated paid ads into their user experience (gasp!), so it was actually quite forward thinking for McDonald’s to anticipate the insta-ad in their banner campaign.
What we like best about these ads is how the playful use of colour is matched by the playful and energetic animations. For this campaign, we animated both the videos and the banners, so we were in a good position to ensure consistency across the campaign.
Tricky little tear
One of the trickiest animations for these banners is the 3D tear that happens before the end frame. Tears can be tricky to animate because the shadow of the teared paper needs to be visible after the tear, but it can seem unrealistic if it shows up all at once. Clever pans and zooms are how we made the tear seem 3D with only flat PNGs to work with.