American fast food giant McDonald’s has partnered with renowned digital content producer Karen X Cheng for a Lunar New Year ad. A number of cutting-edge technologies, including artificial intelligence (AI) and augmented reality (AR), are used in Cheng’s regular viral works.

The 30-second ad is based on Cheng’s childhood memories of the Lunar New Year event and features a call-to-action with a QR code that leads viewers to more elements of the campaign. NeRF technology is being used in advertising at a time when marketers are beginning to rely heavily on AI.

According to Elizabeth Campbell, McDonald’s senior director of cultural engagement strategy, the fast-food giant hopes the “advanced technology” project will commemorate the occasion and give back to…