Before social feeds were dominated by memes and video, Instagram was all about the photo—and McDonald’s of New England wanted its organic social content to feel a little more local, personal and unexpected.

As a Senior Designer at SHIFT Communications, I concepted and produced social content for McDonald’s of New England, creating a mix of photography and stop-motion animation around seasonal and promoted menu items. I photographed coworkers as models interacting with the food, looked for distinctly New England settings to give the imagery a sense of place, and developed concepts that made familiar products feel fresh.

I handled the creative from concept through production, including photography, art direction and editing. I also created stop-motion pieces to bring a little movement and personality to the feed, giving the content variety without losing the visual consistency of the McDonald’s brand.

The work helped McDonald’s of New England build a social presence that felt less like traditional advertising and more like a brand participating in the everyday life of its local audience. By combining original photography, regional storytelling and playful motion, the content gave familiar menu items a distinctly New England point of view.

The project also gave me the opportunity to work within the visual constraints of one of the world’s most recognizable brands while finding creative ways to make the content feel fresh, relevant and locally connected.

Corinne Hom, Jr. Designer

Staff of SHIFT Communications, Models