The most abstract McDonald’s ad you've ever seen

Piñata believes in the power of collaboration. The Helsinki-based illustration and animation studio took this ethos into a recent McDonald’s MyBurger campaign, encouraging customers to design their own burger. The animation fuses 2D and 3D elements seamlessly, depicting ideas forming and developing, and a visual representation of the featured burger’s hot, smoky flavours.

“Our work is about a light and positive creative approach,” says designer Tuomas Korpi. “We aim to get our multi-talented team of artists involved in the creative process and highlight individual artists’ strengths, to really push our own bar a bit higher each time.”

"The film combines 2D animated effects, 3D elements, some compositing magic and particle simulation," says animator Mikko Vormala, "The challenge was to blend all techniques seamlessly together. However that is what usually makes the project most interesting, developing a visual key for the animation and see how creative people can go, still following that same idea."

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

The Creative Bloq team is made up of a group of design fans, and has changed and evolved since Creative Bloq began back in 2012. The current website team consists of eight full-time members of staff: Editor Georgia Coggan, Deputy Editor Rosie Hilder, Ecommerce Editor Beren Neale, Senior News Editor Daniel Piper, Editor, Digital Art and 3D Ian Dean, Tech Reviews Editor Erlingur Einarsson and Ecommerce Writer Beth Nicholls and Staff Writer Natalie Fear, as well as a roster of freelancers from around the world. The 3D World and ImagineFX magazine teams also pitch in, ensuring that content from 3D World and ImagineFX is represented on Creative Bloq.