McDonald’s — Sweet Connections
McDonald’s first AI-led campaign in the US wasn’t about the technology. It was about the 40% of multicultural Americans who struggle to talk to their grandparents across a generational language barrier.
We built sweetconnections.ai — a platform that let anyone record a message, then used AI translation, voice-cloning, and facial reanimation to make them look and sound like they were speaking their grandparent’s native language. Thirty languages. One click.
TVC/OLV
Results
Gold Shorty Award — Multicultural Community Engagement
Grand Prize — ANA Multicultural Excellence Awards
145,000 site visits in the first week
Grandma McFlurry sold out 1.5 weeks ahead of schedule
Rotated into general market buys, including the NBA Finals
Social
Tutorial Video
Reaction Video
My Role:
As the Creative Director, I worked across this campaign from concept to execution. I led the UX and UI design direction, collaborating with designers to shape the experience, while also creating assets across channels. Storyboarded the campaign films, oversaw production, editing, and animation. Built and edited social content and translated executions across all six language markets.