Mccain Farms of the future

McAnimatic

The promo video played a key role in connecting the story of the overall experience with the WebAR game, while also building excitement for players. I was responsible for storyboarding and directing the piece, using the same assets my team and I developed for the game and reimagining them at a cinematic level.

WORLD BUILDING

Combining traditional mood boards with AI-driven variations helped define a tone and style that captured McCain’s brand identity and world.

From block-out to final model, the world was designed iteratively with readability and AR whimsy in mind, while also delivering visual intrigue and storytelling moments for players to discover. Additional background islands extended the environment beyond the core play area, making the experience feel more playful and expansive wherever it was placed.

Game design

I was responsible for designing the gameplay loop that connected real-world regenerative farming techniques with accessible, pick-up-and-play mechanics to tell the story of McCain’s Farm of the Future campaign. I collaborated closely with the development team to validate gameplay feasibility and ran iterative tests to ensure the experience worked both as an educational tool and as an engaging, fun game.

The further players progressed, the more alive the McCain world became. The farm expanded with new modules and buildings, while birds, bees, and flowers appeared to mark each step of their regenerative journey.

The game was deployed through WebAR, which required fast load times and highly optimized assets without sacrificing visual quality

The final asset package totaled 130,000 triangles and came in just under 10 MB.

Digital Out-of-Home Experience at Outernet London.

The campaign came together at Outernet London, where my team and I brought the farm to life through expansive multi-screen renders. These visuals surrounded visitors as they played a modified version of the game enhanced with on-site body tracking.