Don’t judge a chicken sanwich by its cover.

The McSpicy hides its heat in the breading — so we hid it in the creative, too. For McDonald’s Canada’s limited-time offer, we built a visual world that looked standard at first glance, then slowly unraveled into something hotter, glitchier, and way more surprising.

“McSpicy”

ROLE: Senior Art Director
Senior Copywriter: Katie Johnston
Creative Director:Paddy Treacy
Creative Director: Rose Sacktor
Producer: Cash Dietrich
Agency: Wieden + Kennedy
Director: Joy Kilpatrick