Lead the concept development.
Led the concepting team and directed designer Noah Zaroff, turning the brief into an audience-focused digital idea and a story we could present to the client.
Selected work / McDonald's Happy Meal × TinyTAN
A magic door.
A shared performance.
A rhythm-game concept that invited kids to help TinyTAN dance, with one story connecting the band's arrival, performance, and goodbye.
Watch the experience
- My role
- Associate Creative Director
Digital concept development - Agency
- The Marketing Store
- My focus
- Digital concept & design direction
Collaboration across departments - Shown here
- Early concept artwork
Execution team's final demos
The creative challenge
Make the music
something kids could influence.
TinyTAN's purple magic door gave us a way to bring the band into McDonald's. The digital experience gave children a part in what happened next.
Our concepting team wanted kids to feel they were helping the band dance. Timed orbs turned the music into an action: tap at the right moment, see the performance build, and feel part of the show.
The magic door gave the experience a complete story arc. It brought the band into the restaurant, connected the play to TinyTAN's world, and reopened to carry them home.
The story in motion
Open the door.
Bring the performance to life.
Selected final design and animation demos
produced by the execution team.
A door into McDonald's.
The magic door appears above a restaurant table. Purple light and sparkling orbs introduce the band and bring the TinyTAN story into the setting.
Intro demo / 16 secondsEvery tap has a purpose.
Colored orbs travel along three lanes to the beat. Successful taps build a streak and bring the band's dance performance to life.
MIC Drop demo, including tutorial / 94 secondsThe story comes full circle.
The band celebrates the performance, then the magic door returns. The outro completes the same story that began with their arrival.
Outro demo / 10 secondsFinal visual design and animation by the execution team. These demos show the development of the digital concept our team helped shape.
Early concept / The client pitch
Helping the band
dance.
That feeling guided the interaction. We wanted a child's taps to build the performance, with a visible payoff that made their participation matter.
Our concept imagined a three-round performance arc. The purple door opened to bring TinyTAN into McDonald's, the music powered the play, and the door reopened at the end so the band could leave.
I worked with the concepting team to develop and present the idea, while collaborating with other departments to keep the digital experience connected to the wider campaign.
My contribution
Clear creative intent.
A connected team.
I led the digital concept and design direction, with approval of the concept designs before they moved forward.
Connect the story to the interaction.
Helped shape the idea that each timed tap would build the band's performance, carrying the magic-door narrative through the intro, gameplay, and outro.
Collaborate across departments.
Worked with the teams responsible for other campaign elements so that the digital experience felt part of the same world. The execution team developed the final visual designs and animation shown here.
The wider Happy Meal experience
One campaign.
One continuous story.
The digital experience needed to connect with the characters, toys, packaging, and campaign storytelling children encountered elsewhere. Collaboration helped keep that connection clear while letting digital bring the music to life.
Toys shown as campaign context. Toy design by Boxer Brand Design. My team's contribution was the digital concept and collaboration.
What this work shows
A story children
could take part in.
The concept gave the digital experience a clear role in the campaign: turn the music into participation. It reflects how I connect a brand story to an interaction, guide a creative team, and collaborate across disciplines to carry the idea forward.
Agency: The Marketing StoreCreative direction & digital concept development: Heather HarshmanConcept design: Noah ZaroffFinal design & animation: execution teamToy design: Boxer Brand DesignBrand & character assets: McDonald's / TinyTAN