Mc Donalds
Find a Burger Inside a Burger
Project type
Website
Year
2018
Client
Mc Donalds / DDB
My role
Design Director / Senior Designer
McDonald's launched a new premium burger: the Bacon Clubhouse. The initial concept was simple. Zoom into a high-resolution image of the burger. It would show detail. But it wouldn’t create engagement. We turned it into something else.
My Role
I led the experience design and creative development.
Transformed the initial concept into an interactive system together with DDB
Introduced the particle-based 3D burger concept using WebGL
Designed the full UX/UI and interaction model across desktop and mobile
Defined the gameplay, exploration mechanics, and information layers
Worked closely with development to bring the experience to life
Problem
The starting point was static.
A high-resolution image users could zoom into.
It showed the product.
But gave users nothing to do.
At the same time, the campaign needed to:
stand out in a crowded premium market
communicate product quality
drive engagement and coupon distribution
Insight
Looking closer isn’t engaging.
Exploring is.
If users were going to spend time with the product,
they needed something to discover — not just something to see.
Reframing
Instead of zooming into the burger,
we turned it into a space you could enter.
From a static image →
to an explorable world.
A gamified experience.
System Design
A 3D particle-based burger universe.
The burger is reconstructed from thousands of particles in a 3D space.
Zoomed out → a complete burger
Zoomed in → a world to explore
Users don’t inspect the product.
They move through it.
From System to Product
Burger = World
The product becomes the environment. Everything happens inside it.
Supporting layers:
Solution — Experience
A WebGL-powered, gamified exploration platform.
Core components:
3D particle-based burger environment
Real-time navigation and zoom mechanics
Hidden rewards embedded into the experience
Product storytelling integrated into interaction
User Experience
Users don’t scroll.
They dive in.
They zoom through the burger, explore its structure, and search for hidden rewards.
Instead of being told about the product,
they discover it.
Game loop
Enter the burger
Explore the particle world
Discover ingredients and hidden rewards
Find a coupon
Repeat
Impact
The experience drove both engagement and performance.
Average session time: 15 minutes
High coupon discovery rate
Campaign performed 49% better than comparable premium campaigns
It turned a product launch into something people actively spent time with.
Key Insight
People don’t engage with what they can only look at.
They engage with what they can explore.
