bambi does what she wants

Client:

McDonald's

360° art direction

Year:

2024

Team

Kuba Przeszłowski, Tomasz Szkiela, Adam Czartoryski, Mikołaj Hałabuda

Background

McDonald’s invited for collaboration upcoming rap artist bambi to present her meal. Earlier that year Bambi had just won most important polish music awards reaching status of most streamed polish artist on spotify, second only to Chopin. Her audience are mostly of young Z generation in which Bambi’a positive image is aligned with McDonalds values.

Scope

I was initially assigned to develop packaging concepts for a camping product line, which expanded into overseeing art direction for key visual elements and video assets across all product communications. The initial packaging, sticker, and merchandise designs served as the foundation for directing photo and video production, during which I collaborated closely with textura.design studio to create final renders and digital environments for each asset. As we approached the launch date, my responsibilities grew to include concert event scenography and AR implementation. The project became particularly challenging when the product sold out, requiring extensive crisis communication.

Outcome

Teased in promoting upcoming album single and in-restaurant glitches campaign went viral before official launch selling out in 5 days with tickets for live event and merchandise being gone in minutes since release. We’ve leveraged aesthetically changing phase of her career by finding matching elements in McDonald’s branding and repurposing them in spirit of chaotic branding with DIY collage vibe.

Angle

As preparing for release of her sophomore album Bambi is looking for pivot of her image to contain more mature, darker themes. As her career serves as glass ceiling breaking for young women in rap she did whatever she wanted in McDonald’s: shaping it according to her will. Whole campaign was narrated by her and presented as an outcome of her ideas.