Built a 300K+ AI-Media Experience
McDonalds
Built an AI-powered media experience that let McDonald’s fans turn custom meal configurations into shareable social campaign assets.
Category / Type
AI media experience; consumer campaign activation; generative content system; brand-safe personalization; social sharing workflow.
Client / Venture / Internal
Client work via Traverse in Space for McDonald’s.
Context
McDonald’s wanted to create a fan-led campaign experience around meal personalization and social sharing. The idea was to let fans configure their favorite meals and turn those choices into branded media assets they could share.
The opportunity was clear: people already express identity and taste through the meals they love. The campaign turned that behavior into a participatory media system.
Wicked Problem
Inviting fans to co-create campaign material creates brand tension.
On one side, personalization can unlock participation, virality, and a stronger emotional connection. On the other hand, brands risk losing control: inconsistent outputs, low-quality creative, diluted identity, off-brand combinations, or a fragmented campaign story.
The challenge was to give fans the feeling of authorship without handing over the brand. McDonald’s needed a system that could support mass personalization while keeping the output coherent, recognizable, and shareable.
Solution
Traverse in Space built an AI-powered media experience that transformed fan-generated meal configurations into social sharing assets.
Fans could select or configure meal combinations, then receive branded campaign-style visuals designed for sharing. The system turned individual preference into social media output, creating a lightweight engine for participation and viral spread.
Rather than treating each asset as a one-off creative request, the experience made branded co-creation scalable. The system lets McDonald’s celebrate its customers, generate campaign material from fan input, and keep the creative output inside a recognizable brand frame.
Outcome / Impact
The experience generated 300,000+ AI media assets.
What would have been a costly manual creative process became a scalable co-creation system for branded personalization and social sharing.
300,000+ generated assets.
Fan-generated meal configurations transformed into social sharing media.
Brand-safe personalization at campaign scale.
Social sharing workflow designed to support viral reach and app engagement.
Role / Contribution
AI media systems, product strategy, and campaign experience development via Traverse in Space.
Lucas helped shape the experience around the core interaction: turning fan input into branded, shareable media while preserving campaign coherence.
Supporting Proof / Artifacts
TiS capabilities deck case study: McDonald’s Fan Favorites.
AI-powered generation workflow for social campaign assets.
Fan meal-configuration input system.
Brand-safe output logic for shareable media.
300,000+ generated assets.
