Recasting a timeless brand for a new generation.
Disney’s online shopping division extends the magic of its characters and branded experiences to the everyday. Its products are a vital part of Disney’s constant strategy of connecting to the next generation.
- Campaign Strategy
- Creative Production
- Video & Photo Production
How do you connect a global brand with the next generation? With rich, channel-based storytelling.
The shopDisney team utilized 321 to concept, develop, and market their brand and products to GenZ on Tik Tok, Instagram, paid digital ads, and OOH digital billboards across multiple brand campaigns.
For each brand campaign we developed a message framework that articulated content for Disney’s target audiences across the phases of the campaign. The challenge became creating campaigns that would capture the individualism of Gen Z while not losing the imagination of Disney’s largest audience, families with kids. Our strategy was guided by watching engagement to our work across social platforms.
Showcasing All of Disney
We concepted thirteen campaigns for Disney. To demonstrate their viability, they included full storyboards, mockups, and animation. We shot and produced over 100+ video assets and 1000+ photo assets, all using various interpretations of that magical Disney light. Each of their major properties — Disney, Pixar, Marvel, and Star Wars — received individualized treatments, as well as combined brand productions. We also developed digital ad campaign guides that included hundreds of assets to lead Disney teams worldwide; all resulting in an activation strategy that successfully brought in the GenZ audience while more than doubling engagement on social.
Concepts like this one, which we called “Hidden Mickeys”, demonstrate the joy and empowerment Disney stories and characters give us. Unique uses of light have always been a source of magic for Disney, starting with Tinkerbell flying over the castle at the beginning of movies. This concept evolved that arc of light to natural reflections and halos created through interactions with shopDisney products.
To engage the Gen Z audience, we developed interactive concepts surrounding the arc and story sculptures. The brand commercials played in Times Square.
Once the initial social media campaign strategy for ShopDisney proved to be a success, they came back to us to produce Halloween and Holiday campaigns for the global e-commerce store.
We concepted and storyboarded 13 different concepts to demonstrate the joy and empowerment Disney stories and characters give us. Unique uses of light have always been a source of magic for Disney, starting with Tinkerbell flying over the castle at the beginning of movies down to the joy of the Holidays in your home.