The Challenge: Develop the graphic pieces for McDonald’s Mexico’s “Travel” campaign without producing photo shoots in faraway destinations, due to time and budget constraints. The challenge: create aspirational, realistic scenarios that captured the spirit of travel and connected with the audience, without ever leaving Latin America.

The Approach: The team worked exclusively with stock photography, gathering more than 470 images that were carefully curated and composited to create a completely fictional place, one that does not exist in reality but feels authentic and sparks the desire to visit.

The creative proposal achieved:

• Designing unique, original landscapes that appeared real and compelling.
• Generating a visual aesthetic with the look and feel of amateur travel photography, reinforcing authenticity and relatability.
• Conveying the spirit of exploration and discovery aligned with McDonald’s brand positioning.

The Result: The campaign was widely recognized in the advertising industry, earning prestigious international awards:

• Shortlist at Cannes Lions (Outdoor category)
• Gold at El Ojo de Iberoamérica
• Gold at FIAP (Festival Iberoamericano de la Publicidad)
• Grand Prix at Círculo de Creativos de México

Why It Matters: The “Travel” project is a clear example of how creativity and ingenuity can overcome production constraints, transforming stock images into a winning concept that resonated globally through international recognition.