McDonald’s ×
Stranger Things
Bringing the Upside Down to the streets
The McDonald’s × Stranger Things collaboration brought the world of the series into physical spaces. A custom outdoor display combined graphic wraps, sculptural vines and animated screen content, complemented by graphics for McDonald’s restaurants across Spain.
My role
Starting from the campaign concept provided by the team, I developed its application to the outdoor display, planning how the graphic wrap, animated screen content and sculptural vines would connect.
The key challenge was aligning the printed artwork with the digital content and positioning the 3D elements so the vines appeared to emerge from the graphics and extend into the physical space.
I designed the display wrap and restaurant graphics from scratch, created the 3D vine models and developed the screen animation based on the existing campaign creative.
Created at No.Mad Project.
View the vertical screen animation
Designing the portal
I designed the restaurant vinyl graphics from scratch, translating the campaign’s Upside Down concept into a composition built around an organic red portal. The tendrils, textures and glowing centre create a sense of depth, making the portal appear to break through the surface.
The QR code sits at the heart of the artwork. I balanced it with the call to action, campaign message and McDonald’s × Stranger Things branding so the instructions stayed clear.
I adapted the composition for print and installation in McDonald’s restaurants across Spain. An elongated version wrapped the façade of the Montera restaurant on the corner of Gran Vía in Madrid. I also adapted the design for shopping centre lifts.
Connecting graphics, motion & physical space
On the kiosk, the same vine had to work as a printed line, a moving image and a physical sculpture. For the restaurants and lifts, the challenge was one of scale: even as the proportions changed, the eye still had to find the centre of the portal and the QR code.