The opportunity
Keeping up with youth culture requires more than traditional advertising. It demands relevance, and showing up in the spaces that matter to them.
We identified an opportunity to position the brand within YouTube’s “comfort watch” culture, creating content that felt native to the platform and authentic to its audience.
The aim was simple: place the brand inside a format audiences already choose to spend time with, rather than asking them to stop for an ad.
Our solution
To strengthen McDonald’s association with 18–24-year-olds, we co-produced an episode of Amelia’s Cooking Show featuring Amelia Dimoldenberg and Chunkz - two creators with effortless banter and deep cultural resonance among younger audiences.
We didn’t just produce one asset. We built a platform-first content ecosystem around a single core idea.
While the long-form episode delivered deeper brand storytelling and sustained view-through, the real opportunity sat in how the content travelled across channels.
The core creative remained consistent, but every cut was deliberately re-edited around platform behaviour.
For Instagram Reels, we led with the most culturally resonant and humorous moments between Amelia and Chunkz — fast-paced edits, stronger hooks within the first 1–2 seconds, on-screen captions, and moments intentionally designed to drive shares, comments, and social conversation.
For YouTube, slightly longer narrative beats performed better. Audiences were more willing to stay with the story arc, so we leaned into clips that built chemistry and anticipation, rather than jumping straight to the punchline.
The results
Our approach preserved the core message while adapting the hook, pacing, and edit logic to the way audiences consume content in each space.
Connection doesn’t start with information. It starts the moment people feel something.
