McDonald’s turned its iconic arches into constant reminders for gamers to choose McDelivery when they’re hungry.

When the brand wanted to tell gamers to order from them, we realized that their arched logo can be spotted all around the open worlds of the best games. And because of the phenomenon of pareidolia, once people start to see a pattern somewhere, they will see it everywhere. To capture gamers’ attention, we created the Arches of Hunger posters, and made them indistinguishable from actual games. We got inspired from popular gaming aesthetics and produced the Arches of Hunger the way actual games are, building them in Unreal Engine.