McDonald's
Levallois-Perret

A single restaurant inside a global brand. The campaigns, the art direction and the product calendar all arrive from above, already made. What does not arrive is anything local: the posts, the reels, the in-restaurant material, the reasons for someone living ten minutes away to walk in this week rather than next.

Before I arrived, the restaurant's local accounts had no structured activity. There was no publishing rhythm, no local content and nothing built specifically for the people who actually live and work around Levallois-Perret.

Work inside a brand system I do not own, and still produce something that reads as local, current and worth stopping for. Every asset has to respect the brand's codes exactly, and still compete for attention against everything else in a feed.

With no media budget. Everything here is organic.

People do not follow a restaurant. They follow a feed, and a restaurant occasionally appears in it.

That reframes the job. The goal is not to grow a follower count, it is to be served to people who have never heard of this specific restaurant and happen to be nearby. Which means building for discovery surfaces first, and formatting everything vertically, natively and for sound-off viewing.

Treat the national campaign as the raw material, not the finished post. Take what the brand supplies, then rebuild it in the codes of the platform it is going to live on: vertical, fast, close to how a customer would film it themselves.

And extend the same thinking past the screen. The restaurant is a physical space with print, POS and a sound system, and all of it is media too.

Production and post-production of the restaurant's social content: shooting, editing, colour, sound and delivery, plus print and POS material and the audio played in the restaurant.

Assistant Marketing Manager, on a work-study contract, for the Levallois-Perret restaurant operated by the Solerest franchise.

I produced and post-produced the restaurant's local social content end to end, adapted national campaigns into local formats, made the print and POS material, and handled the audio played in the restaurant. I also read the platform analytics back each month and let them steer what got made next.

The national campaigns, brand strategy and art direction are McDonald's. My work is the local execution on top of them.

Campaign platforms, brand assets and art direction: McDonald's France.
Restaurant and local marketing: Solerest, McDonald's Levallois-Perret.
Local content, video editing, print and POS, in-restaurant audio: Mohammed Shafwat Hossain.

Team credits for the restaurant marketing team: [TBD]