Spicy McNuggets // Visual identity and art direction for the UK launch of McDonald’s Spicy Chicken McNuggets, the first spicy version of the classic McNugget. Our approach: the heat leaves scorch marks on light brown napkin paper, leaving behind burnt holes in the four official McNugget shapes—boot, bone, ball, and bell. Typography was given a hot-brand style treatment, with burning embers and paper fragments around the edges. The campaign ran across press and OOH with a tease-and-launch approach.