The Challenge:

Create an uplifting recap video to highlight McDonald’s Ramadan campaign, developed in collaboration with The Digital Tree. The campaign focused on community, kindness, and the spirit of giving during the holy month, and the video needed to capture these values while showcasing the campaign’s regional impact.

🧠 My Approach:

I aimed to build a warm, emotionally resonant narrative by weaving together footage from McDonald’s activations, community outreach, and branded moments. Using soft transitions, purposeful pacing, and subtle motion design, I ensured the visuals reflected the cultural tone of Ramadan while staying true to McDonald’s brand identity. I also emphasized the human element—moments of joy, generosity, and togetherness.

🎯 The Outcome:

The final video served as a powerful summary of McDonald’s Ramadan initiative and was shared across digital platforms as part of the campaign’s post-launch storytelling. It effectively communicated the brand’s values and highlighted the success of its community engagement efforts.

💡 What I Learned:

This was one of my first experiences working with a globally recognized brand like McDonald’s, and it marked a milestone in my professional journey. Although the project dates back to around 2022, it taught me how to handle brand guidelines at scale, edit with cultural sensitivity, and maintain emotional tone within corporate storytelling

It also helped me gain confidence in contributing to high-visibility campaigns — a skill I continued to refine in later projects.