Motion Design Video

Overview

McDonald’s Corporation is an American international fast food corporation that began in 1940 as a restaurant run by Richard and Maurice McDonald in San Bernardino, California. They renamed their business a hamburger stand and then transformed it into a franchise, with the Golden Arches emblem first appearing in 1953at a site in Phoenix, Arizona. Ray Kroc, a buisnessman joined the firm as a franchise agent in 1955 and went on to buy the chain from the McDonald brothers.

McDonald’s is the world’s largest restaurant company by sales serving over 69 million customers daily over 37,855 units in over 100 countries as of 2018. McDonald's is famous for its hamburgers, cheeseburgers, and french fries. McDonald's Corporation generates money via franchisee rent, royalties, and fees, as well as sales in company-operated restaurants. According to two 2018 assessments, McDonald's is the world's second-largest private employer, employing 1.7 million people. McDonald’s has the ninth-highest worldwide brand worth as of 2019.

Assets, brand voice and narrative

McDonald's has a long history of being present in traditional media such as television. However, as the globe changed, it appears that it took a turn in social media platforms such as Instagram in order to meet their target demographic, the young generation that use these platforms. As it becomes more difficult to discern between advertisement and content, the corporation prioritises these platforms. If this technique is ethically contentious, it might lead to the concept of a permanent visible presence and subsequently win additional customers. McDonald's has accepted the code of these media, and we can plainly see this on the current packaging, which displays design based on simple visuals that reflect the classic products.

Back in 2014, McDonald's released a series of highly effective advertisements that focused just on the graphics of these products, with no text or other remarks. These ads were extremely effective, demonstrating the strength of the company's iconic items, which do not need to be named in order to be recognised. On the other hand, it demonstrates that simple visuals have enough strength to convey the message and market on their own. The brand's message will be more entertaining and aimed at a new generation of young people. To represent the current method of communicating, bright colours and simple iconographies are used here.

Assets, brand voice and narrative

Most graphics components are currently used on contemporary social media adverts and postings, enabling for communication about specific products or brands in a variety of scenarios. In this context, the customer or even a person utilising social media is used to being aware of and interacting with these types of supports and graphics. Demonstrating that has a significant influence on contemporary McDonald's communication

Objectives, and target audience

The goal of our media effort is to promote the brand rather than individual items. The main objective is to increase the number of customers during the winter season in Australia and to generate a physical stay dynamic in McDonald's restaurants. Particularly after the previous year's lockdown. The plan is to sell more products than it was a takeaway order. While at the restaurant, the customer is influenced by the ambience and the presence of the products around him, and he will unintentionally order more than normal.

Our target audience will be the digital users on social media platforms:

• Age:16- 25
• Gender: Male skew
• Occupation: students or workers
• Smartphone and social media users

The media project

The concept will be designed for social media video on smartphones. Based on McDonald's prior works and advertisements, this project will use the same basic iconographies to highlight what can be found at the restaurants. The goal is to make visitors want to visit the location and buy the merchandise. The projects will include crucial aspects such as the burger and fries. In addition, the distinctive emblem with the golden arcs will be one of the components used into the project. The video will attempt to be easily identifiable by using contemporary design features and amusing tone colours. An pleasant music will be played as an audio background, but it is not required to comprehend the video because some simple text will be provided for greater comprehension.

How it will be used

The motion graphic will be aimed at social media and will be constructed in such a way that it can be seen on smartphone displays. Stories on Instagram are the most popular method for displaying videos since they may be shown on sponsored material. However, I might also be utilised in certain postings on various social media sites.

Motion graphics might complement and enhance McDonald's present identity by integrating seamlessly. The present identity of the company incorporates a wide range of contemporary playful creative visuals with iconographic design features. Including motion in these aspects, such as the brand logo, would affirm their present stance while also widening and developing their current style.

Because their present audience responds well to their branding, it is suggested that a motion graphic will thrill and engage their demographic to visit the restaurants for the brand. And then encourage more people to physically attend these during the winter season, which is always calmer than the rest of the year. As a result of this, more orders will be generated since those who visit restaurants will purchase more than those who order online.