MONOPOLY at McDonald’s, back for its 16th year, with the ‘Double PEEL’ promotion. Customers have always loved the on-pack peel; however this time, instead of peeling to reveal a potential loss, ‘Double PEEL’ offers more chances to win via the McDonald’s app.

TMS led the creative direction for the campaign. I worked on bringing the concept team’s vision to life, creating the lockup, helping to steer the look and feel for the visual identity and art directing the talented TMS 3D illustrators and motion designers. I also created the packaging suite for the ‘Double PEEL’ campaign.

We also created a comprehensive ‘Playbook’ and managed an asset library, which was used by the partner agencies.