McDonald’s products are iconic. And we wanted to prove they are so iconic they are recognizable even if we don’t see them entirely. We decided to show them partially, using the pixel art principle and with the lowest number of pixels needed to be recognizable anyway, from far and from close. Every pixel has been colorized manually. The biggest challenge in art direction was to find the perfect balance to have a mysterious but recognizable visual. Our goal was to offer to the streets something better than a simple ad, our goal was to offer an artistic experience.