When Devin Booker wanted to bring Nike and McDonald's together for the next chapter of his Book 2 sneakers, he knew exactly who to call. As the team was already working with both brands, we were uniquely positioned to make it happen—bringing the two icons together for the first time to launch his new Book 2 colorway.
We didn't want this to feel like a typical sneaker launch. We wanted it to feel like a cultural moment, with the spotlight on the McDonald's that means the most to Booker: the one in Sedona, Arizona, the only McDonald's in the world with turquoise arches. More than a McDonald's-inspired sneaker, it became an ode to his McDonald's.
The campaign mirrored how sneaker culture actually works, with fans hunting for clues across social media, forums, and communities to piece together the story behind the drop. Rather than reveal everything at once, the rollout unfolded in phases across McDonald's, Nike, and Booker's channels, building mystery, speculation, and participation. The Book 2 was positioned like a rare desert find, drawing inspiration from the turquoise that defines Sedona. The campaign spanned digital, physical, and experiential touchpoints, from clue-driven social storytelling and immersive billboards in Times Square, Los Angeles, and Sedona to a surprise pop-up in Sedona where Booker personally handed out an ultra-exclusive Friends & Family edition of the Nike Book 2. Every element reinforced the idea that this wasn't simply a product launch, but a layered cultural experience that rewarded fans who followed the journey.
We designed everything from the visual identity and films to packaging elements like the clamshell sneaker box and oversized McDonald's bag. Familiar McDonald's objects were intentionally pushed just beyond reality through exaggerated scale and proportion, blending Booker's world with McDonald's in unexpected ways.
The typography, color palette, graphic treatments, and layouts all drew inspiration from Sedona. Those references carried throughout the campaign, appearing across OOH, packaging, and the broader brand world, sometimes boldly and sometimes as subtle details waiting to be discovered. In the end, every touchpoint worked together to transform a sneaker launch into something fans could explore, decode, and ultimately become part of.
