McAtlas

From James Beard Award winning photographer and writer Gary He, McAtlas is a visual social anthropology of the largest restaurant chain in the world.

Our goal was to create an object that sparks joy in any setting while seamlessly aligning with its theme: exploring McDonald's global presence. This playful yet sophisticated design transforms the book into a sensory experience, evoking the same anticipation and delight as unwrapping a McDonald’s meal.

The exterior design of the book is quite literally a burger, complete with embossed sesame seeds that add a tactile, realistic touch. The page edges are graphically layered to mimic the ingredients—lettuce, tomato, cheese, and patty—bringing the concept to life with vibrant colors and thoughtful detailing.

The book is available in two editions: Standard and Special, both crafted with exceptional production quality. The Special Edition features an additional hardcover sleeve, allowing the book itself to fully embrace its design without any text overlaying the cover. This thoughtful detail enhances the immersive experience, making the book a sleek and collectible object.

The project was completed without the input or support from McDonald's corporate. This required years of travel to over 50 countries across six continents to tell the story with photos and field work, in lieu of PR-managed interviews and handouts. The result is a refreshingly real take on one of the most recognizable brands in history, with visuals that showcase the wildly successful independent spirit of local entrepreneurship that powers the global icon.

The end result? A collection of hundreds of photographs from over fifty countries documenting McDonald's localizations that allowed it to rise to the top of the global food chain. Featuring photos, historical context, and addresses for iconic McDonald’s locations on six continents.