McCafé Social Refresh Ideas
As part of the initiative to refresh McCafé's social media presence, I was tasked with developing concepts that resonate with café culture. I led the art direction, creating mood boards and visual directions that were highly praised by the client. Although these specific ideas were not selected for the final campaign, the animations and GIFs I produced were later successfully utilized in another McCafé project.
I wanted the animation to feel warm, approachable, and fun. It shouldn't come off as too CG or computer-generated or robotic. The flow and movement needed to be smooth and organic. I aimed for a natural texture and grain to bring warmth. It had to be expressive and have a feeling of human soul behind it.
This mood board was created as part of the process to highlight and celebrate the yellow color, while seamlessly aligning with cafe culture.
This mood board was created to showcase how organic social posts could look, with a nod to internet culture.