Disney+

Disney+ Me

Expanding their brand campaign with the passion of real fans

THE IDEA

Let the fans do the talking

While leveraging the classic imagery and dialog from Disney+’s vast catalog was a great way to launch the service, over time this approach cannot only feel repetitive, but a lot like what other streamers are doing with their content.

So we set out to craft a campaign that reflected the voices of real fandom by including them in the spots.

THE EXECUTION

Documenting true stories of brand love

Over 3 weeks, we pre-interviewed hundreds of real people to find personal stories, childhood memories and family bonding inspired by Disney+. This process also built rapport between our director and subjects which, along with multiple cameras, helped us capture natural performances on our shoot day.

We developed questions exploring experiences across the library, and evolved the Disney+ brand design to integrate with our docu-style approach.

In post, we crafted spots from 100+ hours of footage from dozens of interviews, mapping topics onto a strategic rollout.

The Results

Fans went down the rabbit hole

For four months, over a dozen spots blanketed broadcast, cable, streaming, radio and social platforms, triggering a frenzy of conversation, with fans replying with all the treasures and memories they were discovering.

Given the wealth of footage we shot, we expanded the campaign, creating new spots in response to the stories fans were discussing across social.