McDonald's All American Games — amy lim's portfolio

The 2024 Games:
The McDonald’s All American Games (aka McDAAG) is a week-long series of events and activations that celebrate only the best 48 high school basketball athletes in the U.S. Partnering with Adidas and Wilson, amplified by an artist collaboration with Kendall Hurns and big-name talent (*cough Lil Yachty and BIA cough*), McDAAG fueled energy into this pivotal moment for the future stars of basketball.

Idea:
The 2024 Games brought the energy to Houston, Texas, letting everyone feel like All-American players by turning everyday places and moments, from basketball to music culture, into hype real energy.

Role: Art Director, Designer
Agency: We Are Social + The Narrative Group

1️⃣ Houston Takeover (aka The Kickoff Kick Back):
We took over The Better Generation by PJ Tucker in Houston, Texas. We gave away custom screenprinted merch, fries + nugs and surprise performances from That Mexican OT and Monaleo.

Concepted, designed and directed the buildout of Virtual Hoops, a digital basketball game. It was activated at local Houston Rockets games to promote McDAAG while keeping everyone in basketball culture.

2️⃣ Players Celebration:
We planned an elaborate awards ceremony from start-to-finish, paired with an iconic afterparty. Players received their custom McDonald’s rings. We gave away custom printed shoes and flags, tech-driven video moments, moments with Kendrick Perkins, and big celebratory energy all around.

3️⃣ The McDonald’s All American Games:
Everything led to this moment: The Games. Halftime performances by Lil Yatchy and BIA.

See you at McDAAG 2025 😳️