Case study · Global Training
McDonald's
- Creative Direction
- Character Design
- Illustration
- 2D Animation
- Storyboarding
- Motion Design
- Sound Design
McDonald's needed one visual language to train crew across every market, a single system of characters, kitchens and food that reads the same in any country, on any screen.
We designed and animated a global training series from the ground up: a cast of crew members, fully modelled restaurant stations, and a food library detailed enough to teach by, built to scale from a phone in the break room to a screen on the floor.
One cast, every market
Before a frame was animated, we built the people. A crew of characters (diverse, expressive, instantly readable) designed to carry hours of instruction without ever feeling like a manual.
From sketch to screen
Every character started as a turnaround (front, side, back) so the same person could be re-posed for any lesson and still stay perfectly on-model, market to market.
Learning that plays like a story
Safety and hygiene are easy to tune out, unless they're fun. We turned procedure into narrative: a crew of germ-hunting detectives, a treasure map of the kitchen, moments built to make a serious lesson stick.
Food you can teach with
From the muffin to the sundae, every product was illustrated to spec, appetising enough to sell, accurate enough to train. When the lesson is "this is right, that is wrong," the picture has to be exact.
Every station, modelled
Grills, fryers, the holding cabinet, every station in the restaurant was rebuilt as a clean isometric model, so a step-by-step can point at exactly the right button, tray or timer.
The whole restaurant
Kitchen line, prep tables, wash stations, dining room, the full set of backgrounds a lesson could ever need, all drawn in one consistent world.
A system, not a slide deck
Icons, colour-coding and UI all pull from one kit. A new lesson can be built in any market and still look unmistakably part of the same program, consistent everywhere McDonald's trains.
