JONMcCARTHY

No deal distracts like McDeal.

One word. Total distraction.

A simple creative idea built around one irresistible distraction: McDeal. The campaign took that thought across advertising, digital and experiential executions — one consistent idea with many ways to capture attention.

MY ROLE — Creative idea and art direction across the campaign executions.

McDonald's Recruitment campaign.

A fresh recruitment drive told through real McDonald's workers — the brand's best advocates — using the quick-cut editing style trending on TikTok, showing that McDonald's works around their lives, not the other way around.

MY ROLE — Creative idea and art direction of the campaign.

An AI brand ambassador for a home store.

A creative use of AI in brand communication: a recognisable avatar who fronts Superhome's films, in-store media and print — giving the brand a consistent face across every format.

MY ROLE — Creation and creative direction of the AI avatar and its brand content.

Smarter Parenting, from app to TV.

One visual identity extended across a digital product and a wider communications campaign — app look and feel, logo, website, social media and TV commercial.

MY ROLE — As documented in the case study: app look and feel, logo, website, social and TV commercial.

AI, fintech, and one of Cyprus's biggest hackathons.

Quadcode set out to host a hackathon that would firmly establish its presence as a tech leader in Cyprus, built around how AI can transform the world of fintech.

The event exceeded expectations — one of the most successful hackathons ever held in Cyprus, generating real momentum for the brand.

MY ROLE — Brand and event identity — campaign artwork, on-site branding and team merch.

Upgrade Your Space.

One campaign idea carried across social, digital and film formats, with creative direction and AI-enabled production working together to keep it cohesive.

MY ROLE — Campaign idea and creative direction. Production involved the wider team.

A hub connecting coaches with new clients.

A start-up brand: the first site of its kind, giving 1-to-1 coaches and personal trainers access to thousands of potential new clients, for a one-off session or a long-term programme.

MY ROLE — Brand and launch creative for the platform.

A neighbourhood pizzeria, built as a brand.

A complete identity for a smaller business, carried from the logo to the street to the screen — so every customer touchpoint feels like the same place.

MY ROLE — Logo, overall look and feel, pizza truck identity and the visual direction of the website.