McDonald's Qatar, with 
ELAN Media10.4M impressions from a billboard that knew how hot it was.
McDonald's "Taste the Mixperience" went live across Doha on screens that read the real temperature outside, in real time. The hotter the city got, the harder the ice-cold Sprite payoff landed. Here is how we turned one flat PSD into a living, weather-reactive campaign.
Last updated 11 September 2026
Live on a screen, not a render.
This is the actual panel running in Doha. The number on it is pulled from the real weather, and it updates while the campaign is live.
QIIB tower, Doha. One of nine venues across the city.
One PSD. Nine venues. Two weeks.
McDonald's Qatar launched two new Sprite mixes for the summer: Passionfruit mixed with Sprite, and Watermelon mixed with Sprite. The plan was a full out-of-home takeover across Doha, nine venues, both languages, on every screen format the city runs.
The brand handed us one thing to start from. A single layered PSD. Everything that happened next, the motion, the live data and the build, was ours.
Make Doha's heat the media.
In a Qatar summer, the most honest thing a cold drink can do is admit how hot it is outside. So we let the ad say the temperature out loud.
The creative reads the real feels-like temperature, turns it into a live "Thirst Score," and then cuts it to zero. Forty-five degrees of heat, dropped to FEELS LIKE 0°C, straight into the ice-cold Sprite mix.
Real heat · 45°
The payoff · 0°C
٤٥°
٤٢°
From a flat PSD to a living creative.
We pulled every layer out of the file: fruit cutouts, ice, sparkles, type, mascots, and rebuilt the whole thing as animated HTML. No exported video files, no per-frame baking. Just code that plays frame-perfect on whatever screen the city throws at it, in English and Arabic.
The creative is not a video of the idea. It is the idea, running live.
Each panel runs the same five-beat story, and the first three beats are filled in by the weather, the moment it loads.
Temperature
The real air temperature in that venue, right now.
Feels like
The real-feel number, the one your skin actually believes.
Thirst Score
How thirsty Doha is at this exact minute, scored live from the heat.
Feels like 0°C
The cool turn. The whole screen drops to ice.
The Mixperience
Passionfruit and Watermelon Sprite, the reveal you were thirsty for.
A small piece of software behind every screen.
The live part is quiet by design. A Cloudflare Worker wakes up on a schedule, reads the weather for every venue, computes the Thirst Score, and writes it all into one tiny cached file. The creatives just read that file when they load.
So the screens never wait on an API, the data never goes stale mid-loop, and every panel across the city shows the same live number at the same time.
One PSD in. A weather-reactive campaign across the city out.
One master design. Every screen the city runs.
Roadside LED, mall portrait panels, vertical poles, ultrawide screens. Same master design, adapted cleanly to every ratio, in both languages, with the live layer wired into all of them.
The unlock was never one good frame. It was building the creative and the software as a single thing, so what used to take a studio weeks shipped from one platform in days.
The same master, mirrored for Arabic.
The Arabic boards are not separate artwork. The composition mirrors, so the logo and the payoff move to the side an Arabic reader starts and finishes on. The photography does not flip. The type is reset in the Arabic face from the brand kit at a higher line height, and the safe zones are recalculated for the mirrored layout. That is the difference between localising an ad and translating one, and it is covered step by step in RTL ad localisation.
How it was made.
- Weather triggerA live feed reads the real temperature in Doha and resolves it to a band, so the board knows whether the city is warm, hot or brutal right now.
- Creative variantEach band maps to a variant derived from the one approved master, in both languages. The temperature reading is composited into the frame rather than sitting in an overlay.
- Nine screensThe resolved creative is pushed to the nine-screen ELAN Media network across the city, refreshing as the reading changes through the day.
The production method behind it is the same one used for catalogue campaigns: one approved master, a locked brand kit, and every output recomposed rather than cropped. See Arabic and RTL ad creative at scale, creative automation, or the 530-variant retail case study.
Great advertising starts with knowing the moment.
ElarisLabs is the AI-native creative operating system for brands. Mixperience is what happens when the design and the software are built together, so a campaign can react to the real world while it is live.
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