Glovo x McDonald's Business Case
This project was developed as a Strategic Business Case for Glovo’s recruitment process. The objective was to design a high-performance video ad for the Glovo x McDonald’s partnership, specifically optimized for Universal App Campaigns (UAC).
The core challenge was to overcome the "1-second drop-off" habit of modern mobile users. By combining market research with advanced motion principles, I created a visual narrative designed to capture attention instantly and drive app conversions in the competitive food delivery market of Barcelona.
Meta format (9:16)
UAC Format (16:9)
The Strategy & Research
Before animating, I conducted a deep dive into competitor performance and user behavior. Key insights included:
Audience Insights: Data from Facebook Ads Library identified the primary target as Males, aged 25-34.
The 3-Second Rule: To maximize ROI, I ensured the "Hook, Discount, and Brand Identity" were delivered within the first 3 seconds. This guarantees message delivery even if the viewer skips the ad.
Silent-First Design: Recognizing that 85% of social media videos are watched without sound, the creative relies on high-contrast typography and bold brand colors to communicate the offer effectively in silence.
Technical Execution
Platform Optimization: The campaign was built with a "Safe Zone" architecture, ensuring all CTA elements and legal disclaimers remain visible across Instagram, TikTok, and YouTube UI overlays.
Visual Retention: I utilized "Perfect Loops" and rapid product transitions to maintain visual momentum, a technique proven to increase average watch time.
Multi-Format Scaling: Seamlessly adapted the creative from 9:16 (Vertical) to 16:9 (Landscape) while maintaining a consistent visual hierarchy and brand integrity.
Storyboard
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