Concepted and executed creative, including identity and launch collateral, for McDonald’s new campaign: Black and Positively Golden. B&PG represents McDonald’s ever-evolving commitment to it’s African-American consumer base and communities by providing a platform that celebrates Black excellence, education, and entrepreneurship. To introduce B&PG, we designed a spot, Anthem, that highlighted positive Black images, narratives, and an originally scored song; the visuals and messaging from Anthem are used across all launch materials. Media produced included Television, Social, Digital, Radio, Print, Experiential. With Terrence Burrell, Rebecca Williams, and Chris Powell.