Disney's Stay True Campaign
As Project Lead and Producer, I orchestrated a comprehensive Europe-wide multimedia campaign celebrating International Friendship Day for Disney, leveraging the iconic Disneyland Paris as our primary backdrop.
Strategy: Our strategic approach centred on creating a pan-European narrative that resonated across diverse markets while maintaining Disney's core values. By partnering with influencers from various European countries and collaborating with renowned fashion brands including Pretty Little Things, H&M, Primark, and Samsonite, we aimed to amplify reach and engagement across multiple demographics.
Creative Process: The conceptualisation phase involved crafting a narrative that seamlessly integrated Disney's essence with the authenticity of real friendships. We developed a creative direction that showcased the universal language of friendship, transcending cultural boundaries while highlighting the latest fashion trends from our partner brands. Real and lasting friendships formed during production.
Execution: As the creative lead, I oversaw all aspects of production, from concept development to final delivery. This involved:
Assembling and managing a skilled team of photographers and videographers
Coordinating with stakeholders from Disney and external client brands
Directing multiple units on location at Disneyland Paris
Overseeing the post-production process, including editing and content curation
The campaign deliverables included:
Over 70 video pieces tailored for broadcast and social media platforms
100+ high-quality still images showcasing partner fashion brands
Customized content for each participating European market
Outcome: The campaign achieved remarkable success, significantly boosting engagement across Disney's platforms and those of our partner brands. Key performance indicators demonstrated:
Increased social media engagement and follower growth across all markets
Enhanced brand sentiment for Disney and participating fashion brands
Successful cross-promotion between entertainment and fashion sectors
Strengthened Disney's position as a fashion brand for a broader audience.
This multifaceted project not only celebrated friendship but also reinforced Disney's relevance in the contemporary fashion landscape, creating a harmonious blend of entertainment, style, and shared experiences.
Client: The Walt Disney Company
