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
