Experiential Campaign

McDonald’s x Genshin Impact: LAN Party

Client: McDonald’s
Agency: IW Group
Role: Art Director · Multimedia Designer · Fabrication
Year: 2024

✦ Overview

The McDonald’s × Genshin Impact LAN Party was a live experiential campaign designed to bring the game’s community into physical space through shared play and fandom. The collaboration aimed to translate a digital world into an in-person experience that felt social, immersive, and brand-aligned.

Hosted at SV Studios in Los Angeles and Ronin in Houston, the LAN Party invited guests to play Genshin Impact alongside other fans within branded environments. The experience featured exclusive merchandise, character cosplayers, and a themed menu moment with the Genshin Apple Pie—creating multiple points of interaction that encouraged connection, participation, and celebration of the collaboration. All video and imagery is owned by IW Group

Design blueprint of a traditional Chinese lantern structure with red wooden framework, hanging lanterns, potted trees, and detailed measurements.
People at a gaming event with a large screen displaying a video game interface, illuminated by red and colorful lights, in a dimly lit, techy indoor venue
A cosplayer with white hair, glasses, and a colorful costume holding a McDonald's x Genshin Impact Apple Pie Box with an anime character illustration, while blurring the person's face in the background.
Row of gaming computers with monitors, keyboards, mice, and headphones, illuminated by colorful LED lights in a dark room.
People at the Genshin LAN Party (indoor gaming event) with large screens, gaming stations, and Asian-themed decorations including a wooden cart, paper lanterns, and red lighting.
People gathered at an indoor event with pink cherry blossom trees, a large red torii gate, and traditional Asian decorations.
Engineering drawings and a 3D model of the Inazuma Tori Gate A, including top, perspective, front, and right views with detailed measurements.
Three people in cosplay costumes sitting in a red vehicle, with one person wearing glasses and making a heart shape with their hand, with pink and purple lights and floral decorations in the background.
A wooden cart with a purple cloth and a large bowl on top, filled with plastic food toys resembling ramen with noodles, eggs, and vegetables, set in a room with white walls and pink lighting.
Wooden cart with a roof, resembling a small marketplace stall, in a woodworking workshop.

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