Building the visual world of Disney’s Wish
A regional social campaign that invites people to the world of Disney’s Wish — an animated film that celebrates 100 years of Walt Disney and its animated studio. The film is packed with visual references, homages, and character nods to dozens of previous Disney animated features from across the decades. Therefore, the visual style is a subtle blend of the different mediums, all packed in one film.
My role as the art director is to create a cohesive visual world that runs across multiple regions, ensuring consistency and a balanced blend of the different art styles.
True courage to overcome challenges can come from many places. Asha draws her courage from her will, her love for her friends, and her love of the people of Rosas. The things she will face are tough, but she can soldier on with the help of her courage and a bit of magic.
That’s why we’ll be introducing Asha and her sidekicks with #CutenessOverload using the iconic ‘over-using the heart emojis’ editing in socials. Here we will see how Asha draws energy from herself and her friends in the form of overloaded emojis!
With the use of Tiktok’s Shake Surprise feature, our users can interactively add an explosion of emojis as the cute characters pop-up!
OBJECTIVE: Showcase the cute relationship and dynamics between Asha, her pet goat, Valentino and Star to drive excitement for the film’s release
ASHA’S SIDEKICK CUTENESS OVERLOAD
FOLLOW THE STAR TO WHERE MAGIC HAPPENS
Star - the latest Disney cutie will take over your Instagram feed and guide the fans to where the magic happens, the booking site.
Utilizing Star’s cute figure, we’ll create a video in which Star can fly out of the post, travel across Disney social profile and land right at the link in bio to drive attention to the landing site.
MEET VALENTINO: THE G.O.A.T. SIDEKICK
Messi, Haaland, Mbappe. These men are regarded as the GOATs of football with all the best kicks, but who could be the greatest sidekick of all time? That’s where Valentino, the goat given the speech through the power of a wish, comes in.
We’ll leverage on the Ballon d’Or chatter and we’ll create a GOATED post about Valentino, the GOAT. To attract the non-fans, we’ll use language and imagery that alludes to football chatter about who are the GOAT players and feature our own GOAT; Valentino.
Client: Disney Studios
Agency: VaynerMedia APAC
Creative Directors: Mae Ong, Rachel Hoo
Art: Azlan Tengku
Copy: Ernie Angeles
Creators: Hakim Othman, Dan
send asha’s wish to your friends
Asha’s story highlights the power of a wish. Her journey shows how with will, courage, and hope, anything can be made possible. Let’s spread the power of that wish to others at special moments in their lives.
Using #SendThisVidToYourFriend content format, we’llturn the ‘Wishing upon a star’ scene into a message people can share to their friends and family on celebrations, observances and relevant moments happening locally during our campaign period. Here we not only showcase the message of our film, we also do it in a way that deeply connects to our audiences.
A KING LIKE MAGNIFICO
Magnifico is a manipulative king, he keeps up a glowing public persona to keep himself in power. And while he appears to be a generous leader there is a lot happening behind the scenes. And despite using the people’s wishes to maintain control he still manages to be well loved.
What if we create a post that is inspired by these “Behind every ____” trend where people tell the backstory behind their current personas, we show off the backstory to King Magnifico in his own personal flavor, appearing generous and positive but hiding something sinister within. Inviting people to pique their curiosity about this character to draw them to cinemas.
DISCOVER ROSAS: ON YOUR TRAVEL WISHLIST
Since the movie will be out near to the school holidays, let’s create some destination marketing for the Kingdom of Rosas and drive the wanderlust travel and adventure factor for parents and children to watch during the holiday season.
Highlight how Rosas is a magical kingdom, a place where wishes come true, and what you can do within the Kingdom, getting your wishes granted, watching a performance of chickens.
As for media buys, we could tweak this content angle towards a Tiktok Story Selection, where the audience are able to visits different parts of Rosas such as King Magnifico’s banquet or some other areas in Wish.
KING MAGNIFICO TURNS ON DARK MODE
To show the duality of Magnifico. Being this outwardly bright, wish-granting wizard who generously grants the wishes of the people of Rosas but secretly a villainous king who seeks only to maintain his power, why don’t we showcase the two sides of him in a way that people are familiar with?
In the post, we show King Magnifico in his two modes, his normal bright mode, and his villainous dark mode. When his facade snaps and his true intentions become bare. Showing how quickly this character can flip between his two personalities just like flipping a switch.