In 2016, our branding team developed a new visual identity for McDonald’s Germany — and to bring it to life, we traveled to South Africa to create a unique and authentic photo pool tailored to the brand’s new direction. I was involved in the full creative process: from concept development and moodboards to the creation of a style guide, model casting, and location scouting in Cape Town. The result was a fresh, human-centered imagery style that continues to shape the brand’s visual language.