McDonald's "Magic Box"

McDonald's new art direction is fun, poppy and full of surprises. So with Magic Box we wanted to embrace those ideas while showing off a golden Filet-O-Fish. Working with Bernstein-Rein, we came up with fun ways to showcase "treasures of the sea". Our goal was to surprise the viewer, and reveal the different treasures in an engaging way, while remaining true to actual mechanics of a pop-up book.