McDonald's World Wide Conference 2024
ROLES
CONCEPT CREATION : CREATIVE DIRECTION : CLIENT FACING
CONCEPT CREATION : CREATIVE DIRECTION : CLIENT FACING
OVERVIEW
Jack Morton was tasked by McDonald’s to cover the 3 days of general sessions for their senior leadership during their bi-annual World Wide Conference, an event held since 1965 to celebrate franchisees, crew, suppliers, and partners globally.
This year, for the first time, the 4-day event, attended by 15,000 people, was held outside the US in Barcelona. Our client teams really wanted to make this a unique and engaging show. Not the typical tortuous corporate presentation.
It all started with a massive 400ft long, double-sided LED stage running down the audience's center. Accompanied by a series of giant motorized screens for us to projection-map content on both sides.
MY ROLE
I was brought into the Jack Morton creative team as the creative lead for Day 2’s general session, which focused on McDonald’s digital opportunities to build deeper customer relationships.
I led various teams to create an engaging and memorable show, collaborating with Tony Award-winning choreographer Lynne Page and Thomas Herron for two theatrical performances. I also worked with content studios I Love Dust and Cutters Studios on motion graphics, music, and sound design, and an internal design team on concept development and keynote content.
I was brought into the Jack Morton creative team as the creative lead for Day 2’s general session, which focused on McDonald’s digital opportunities to build deeper customer relationships.
I led various teams to create an engaging and memorable show, collaborating with Tony Award-winning choreographer Lynne Page and Thomas Herron for two theatrical performances. I also worked with content studios I Love Dust and Cutters Studios on motion graphics, music, and sound design, and an internal design team on concept development and keynote content.
Opening Performance
Consumer Journey
This was our biggest message to land for day 2, so we had to create something both memorable and impactful for our audience to take away.
We leaned into our scenic by leveraging our full stage, screens, choreographed lighting, and all three theaters to take the audience on an engaging, yet easy-to-follow, journey that demonstrated how digital is our franchisees’ biggest opportunity for growth.
Introducing our audience to 3 of the characters they first met in the opening performance to provide continuity and book-end the show.
Our host narrator walked through 3 distinct stories (one per theater) that show real and powerful ways our customers engage with the brand on digital platforms. At each stop, he introduced McDonald’s subject matter experts to explain why investing in digital is imperative to growth and sustainability.
This was our biggest message to land for day 2, so we had to create something both memorable and impactful for our audience to take away.
We leaned into our scenic by leveraging our full stage, screens, choreographed lighting, and all three theaters to take the audience on an engaging, yet easy-to-follow, journey that demonstrated how digital is our franchisees’ biggest opportunity for growth.
Introducing our audience to 3 of the characters they first met in the opening performance to provide continuity and book-end the show.
Our host narrator walked through 3 distinct stories (one per theater) that show real and powerful ways our customers engage with the brand on digital platforms. At each stop, he introduced McDonald’s subject matter experts to explain why investing in digital is imperative to growth and sustainability.
General session keynote content
Creative Development & CONCEPT VISUALS
