Turning Happy Meal fans into heroes in training.

What if becoming an Avenger wasn’t just something you watched, but something you could experience?

For McDonald’s Happy Meals, we transformed the Avengers universe into a recruitment journey for a new generation of fans. Inspired by the familiar arc of a superhero story—discover your potential, find your team and rise to the occasion—the activation invited children to take their first steps towards joining Earth’s Mightiest Heroes.

At participating restaurants in Chicago and New York, gamified touchpoints, an interactive holographic toy display, large-scale environmental graphics and futuristic interface-inspired motion design brought the concept into the physical space.

I led the creative direction, uniting the campaign’s storytelling, spatial design and interactive elements into a cohesive experience, turning a brand collaboration into an opportunity for audiences to participate in the story.