D&AD semi, almost, nearly, not quite finished, final crit hand-in images. These took far too long to arrange, and I was told to scrap half of it 😦

The concept involved anthropomorphising McDonald’s packaging, making them appear to customers as objects with real human emotions and ambitions. This would instill a feeling of guilt into customers who choose not to recycle as their packaging can never fulfill their dreams. Apparently though, it’s too difficult to imagine a cup as a gym instructor, so it now has to be an egg box…