McDonald's

McDonald's has a reputation. And it's not always a great one. Just flipping burgers. No prospects. Bad pay. The classics. To challenge those clichés and get young people genuinely excited about working at McDonald's, we didn't put models in front of the camera — we put Emma, Hannah, Dirk and Samir there instead. For McDonald's new employer branding campaign, we created a range of social media formats together with the brand's own ambassadors: real employees showing what a job at McDonald's actually means — diverse tasks, real career opportunities, and the best team in the world. As part of the team at Scholz & Friends Hamburg, I worked closely with Norman Scholl, Johannes Milhoffer and Tim Bäcker, leading the creative development and execution of the assets, overseeing the selection of all still photography and supervising post-production.