Artist Mark Gmehling created a narrative-heavy illustrated campaign for McDonald's McCafé. The graphics are highly detailed, smooth and shiny. On one hand, they exhibit the stress and anxiety, typically felt before the start of the day. On the other hand, they are indicative of the importance of a sound morning routine and a cup of coffee.
The illustrated campaign features McDonald's logo, composed of small whimsical characters. The design has three variations. In one of them, the "M" begins with distressed characters that are tangled in chords and hypnotically staring at the screens of their devices. The fluid composition dives into a cup of McCafe with the message "Wake up." The other side of the "M" is characterized by a more colorful lineup of the same characters, interacting with each other, singing and being in love.