McDonald's & Memory

The project “McDonald’s and Memories” investigates the deeply held ideals and special significance that McDonald's advertising and products foster in their consumers. The two primary stories in my final design—"Solitude"(blue) and "Waves of Illusion"(red) —present the protagonist switching between two distinct stages as she gets caught up in her emotions and reminiscence of the past.

With the “twist” between two scenes, from low-key to emotional upheavals, my purpose with this project is to self-reflect and present a visual appeal that is interactive and to drive the viewers to recollect precious experiences and reconsider the emotional significance that McDonald’s brings to its consumers without coming to their notice.

My initial plan mainly focused on the concept of motion and the benefits of customized service at McDonald’s. However, while developing on the design, I came to the realization that the subcontext of “a happiness factory” is conventionally underlying in every McDonald’s lover, hence, I moved to visualizing the immeasurable spiritual value that McDonald’s brings to society. I had to make a few changes to my plans for the illustration because there were a few technical issues that required more time and expertise than I had. Thanks to the program Mental Canvas, which made it possible for me to construct spatial strokes that helped my final design evolve to have a 3D navigation function despite being static.