I spent the last year in Tokyo as co-Executive Creative Director of do—a joint venture between beacon communications/Leo Burnett and Dentsu—fully dedicated to McDonald’s Japan.

Together with my co-ECD, I managed a creative staff of 30 across two different offices, two different agencies and two different languages. A large part of our job involved helping the Japanese creative teams understand the needs of our Western clients, and vice versa. It was always challenging—often crazy :-)—but never boring. The work ranged from fully integrated campaigns to one-off TV spots. On a personal note, working and living in Japan was an amazing experience and I look forward to returning to Asia soon.

This spot was voted "Top Ten Most Popular In Japan" the month it debuted. Quite a feat considering the tremendous PR challenges the brand faced after multiple food safety scandals in 2014.

McDonald's Happy Leaf Letter • In-Store/Digital Campagin

Watch The Case Study Here


McDonald's Japan's First-Ever Burger Naming Competition featuring Japanese celebrity, Bakarhythm.

This 4-week promotion (TV, mobile, online and OOH) generated over 5 million entries. Launch video below.