To meet McDonald’s need for fast, flexible, and always-on marketing, we developed an atomic production system for digital engagement assets. By rethinking how content is built, adapted, and distributed, we enabled McDonald’s to scale high-quality, brand-safe creatives across markets, products, and channels—at speed.
Modular content at scale
Working together with the team at Celtra, we built a modular production methodology where each asset is composed of structured elements—products, backgrounds, copy, and language layers. This makes it possible to generate large volumes of creative variations from a single setup, without producing each version manually. The result is a scalable system designed for continuous adaptation rather than one-off campaigns.
One system, every channel
Creatives can be instantly adapted to multiple aspect ratios and formats, ensuring each asset is optimized for its specific platform. From social and display to in-app placements, assets are tailored without adding significant production complexity or time.
