Intro
shopDisney
A timeless brand, recast for a new generation.
Disney's online shopping division partnered with 321 to develop brand campaigns targeting Gen Z across TikTok, Instagram, paid digital ads, and digital billboards — using a magical light concept to showcase products.
Disney's online shopping division extends the magic of its characters and branded experiences to everyday products, and needed campaign work that resonated with Gen Z audiences during the shopDisney-to-Disney Store rebrand.
321 produced over 100 video assets and 1,000 photo assets interpreting a magical light concept. Each Disney property — Disney, Pixar, Marvel, and Star Wars — received individualized treatments alongside combined brand productions, with digital ad campaign guides deployed to Disney teams worldwide.
The creative strategy depicted light emanating outward from people wearing Disney products without showing an explicit light source, creating a bokeh effect that symbolized personal expression and empowerment through Disney stories.
The activation successfully brought in Gen Z audiences while more than doubling social media engagement, leading Disney to return for Halloween and Holiday seasonal campaigns.
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