After a series of successful events organized by TIME for McDonald’s Saudi Arabia, McDonald’s decided to execute their CYT launching event in collaboration with TIME.

CYT is a digital self-service platform that allows McDonald’s customers to customize their own gourmet burgers with premium ingredients. TIME was inspired by the high tech service, therefore the event concept was built around creative event technological elements.

The event started with a 3D mapping projections on McDonald's building, the movie showcased the CYT service from all the different aspects. The event also included genuine farm theme setup, Live graffiti, and illusion show.