Photographer Paweł Fabjański was responsible for the vibrant McDonald’s Drwala merchandise campaign. The shoot for McDonald’s eye-catching merchandise collection fully embraced a color-intensive, visually dynamic approach.

This represents a clear departure from the global fast-food giant’s conventional food photography, emphasizing fashion, lifestyle, and brand personality rather than mere product documentation. The Drwala burger, associated with the collection, remains an iconic seasonal offering at McDonald’s Poland, available exclusively during the autumn and winter months.

By transferring this established food phenomenon—thanks in no small part to the campaign photographed by Paweł Fabjański—to merchandise and positioning it within the context of fashion photography, the agency DDB Warsaw successfully leveraged the high level of anticipation and seasonal nostalgia to reinforce the brand's image in an unconventional way.

The “Hot N Cold” fashion collection, launched by McDonald’s Poland for the 2025/2026 winter season, was and remains closely linked to the popular seasonal Drwala Burger (Lumberjack Burger). The collection, which includes items such as fleece jackets, trousers, balaclavas, and long-sleeved shirts, has been available as a reward in the McDonald’s app’s “Merch Phase” since the beginning of January 2026.

Paweł Fabjański is represented by SHOOTME Warsaw.


TEAM
Client: McDonald’s Polska,
Agency: DDB Warsaw
Chief Creative Officer: Zuzanna Duchniewska – Sobczak
Deputy Creative Directors: Michał Desowski, Jakub Przeszłowski
Senior Art Director: Agnieszka Stachura
Senior Copywriter: Ksawery Bajon
Head of Design: Marcin Szmidt
Senior Graphic Designer: Jan Cieślak
Photography: Paweł Fabjański / SHOOTME Warsaw
Production: Sugarfree Film

 
29.01.2026 show complete article

Meow! - In its latest campaign, PUMA revisits the legendary Speedcat shoes, a timeless icon of 90s motorsports. The campaign was directed and photographed by Paweł Fabjański.

Polish musician and influencer Marcysia from Generation Z is the face of the campaign, developed in collaboration with the advertising agency High&. The goal was to capture the dynamic energy of the Speedcat in striking, modern imagery.

At its heart is a mesmerizing 15-second spot in which Puma Ambassador Marcysia seamlessly switches between reality and a dreamlike shadow world steeped in motorsport symbolism. The film's stark contrasts and energetic images are enhanced by an accompanying photoshoot that continues the shadow play and underscores the unmistakable Speedcat character.

PUMA's latest campaign blends nostalgia with modernity, celebrating the enduring influence of the Speedcat while appealing to a new generation of trendsetters.

 
21.03.2025 show complete article

21.10.2024 show complete article