From May 2022 to May 2024, I was part of the core brand team for McDonald’s Netherlands at TBWA\X. In the spring of 2024, I was invited to help develop a new feature for the McDonald’s app.

The result was Family Mode: a feature designed to help families reconnect. While smartphones often distract us from spending quality time together, Family Mode turns technology into a tool for creating meaningful moments through playful interaction.

I was responsible for defining the visual design direction, designing the UI, and contributing ideas for several of the mini-games. The project went on to win a Webby Award—an achievement I’m incredibly proud of.