storytelling
McDonald’s: Slalom launches CosMc’s digital experience
The mission
McDonald’s partnered with Slalom to help bring the digital experience of a secret new beverage forward concept to life called CosMc’s. Slalom created the digital ordering systems of interactive drive-up menu boards, an app for ordering, in-store ordering kiosks, and a website all within a year.
Project details
Slalom sought to tell their customers about this exciting work for a major global brand. I worked with McDonald’s on the story, directed the shoots, collaborated with an agency partner to deliver videos, and create a webpage and social media assets. These assets have created new opportunities, lifted channel engagement, and led to driving pipeline with new and current Slalom customers.
Project at a glance
- Written story
- Custom videos
- Custom photography
- Flagship interactive webpage
- Targeted social media assets for multiple assets
My contributions
- Co-wrote script
- Project scoping
- Directed on-location video and photo shoots
- Directed agency outputs
- Created interactive webpage
- Created social assets
A deeper dive
In addition to the final campaign and launch assets, this project involved production planning, storyboarding, visual direction, and coordination across agency and client teams. Below is a small selection of behind-the-scenes process work used to guide the documentary-style shoot and overall creative direction.
Project briefing
Production planning aligned story direction, visual tone, logistics, and on-set coordination ahead of the documentary-style shoot.
Production planning
Production guidance balanced an active restaurant environment with operational needs, customer privacy, and real-world filming constraints.
Story and pacing
Early story development explored pacing, customer reactions, documentary-style interviews, and how to communicate the evolution of the CosMc’s experience across digital touchpoints.
Storyboards
Storyboards were used to explore customer interactions, pacing, visual rhythm, and documentary-style moments throughout the production.
Shot planning
Shot exploration focused on customer interaction moments, drive-thru experiences, environmental storytelling, and capturing the playful tone of the CosMc’s brand.
Styling and casting
Wardrobe, casting direction, and visual tone were developed to support an approachable, energetic, and contemporary brand experience aligned to the target audience.
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