Art Direction, brand identity and complete rollout for FryFest, McDonald’s inaugural music festival exclusively for staff, located at Flemington Racecourse, Melbourne.

Brand Identity Artwork Experiential Print Digital

Creative Direction: Mushroom Creative House
Motion Graphics: Joshua Cameron
Photography: Eloise Coomber

Project Brief: Engaging the Macca’s Workforce

The objective was to inspire, emphasising a ‘cool’ connection to music and culture. The approach was specifically tailored to a younger music festival audience, with a concept that can grow and evolve over future years.

This included considerations for both digital and experiential applications of the creative: high-impact, brand-led feature designs, structures, creative builds, on-stage visuals and key motion graphics.

Leaning further into the digital world, we created bespoke tokens, stickers and emojis. Moving and landing throughout the artworks, these brought the creative to life.

Intended for the digital native audience, cool and simple by design, the FryFest creative was fun and most importantly, didn’t take itself too seriously.