McDonald's: TrackMyMacca's
Production Company: ACNE Production
Executive Producer: Fran McGivern
Sr. Interactive Producer: Jacinte Faria
Associate Producer: Tina Avanessian
Interactive Director: Martin Pagh Ludvigsen
Art Director: Stevie Laux
Creative Director: Kalle Hellzén
Character Design, 3D Modelling & Animation: Franco Barroeta
Assistant Design, 3D Modelling & Animation: Eduardo Sandoval
Awards:
CANNES 2013 GOLD MEDIA LION: Best Use of Mobile Devices
DIGITAL ASIA FESTIVAL 2013 PLATINUM
Nominations:
FWA (MOTD), AICP Next Awards (Shortlist), Cannes Media Lion (Gold - Best Use of Mobile Devices), Cannes Mobile Lion (Shortlist - Augmented Mobile Experience), Cannes Promo + Activation Lion (Shortlist - Best Integrated Campaign)
This project involved design and animation of 3D characters, environments and props of an Augmented Reality App for McDonald's Australia called Track My Macca's.
Technical restrictions demanded the scenes to be fairly manageable in size and poly count, so that's why the graphic treatment became a handmade, paper craft aesthetic. Around 40 assets had to be designed to become part of 5 different worlds in the McDonald's universe.
Early Sketches & Character Development
Early 3D Explorations & Color Variations
Some of The Final Assets
