DISNEY+ BRAND CAMPAIGN

DISNEY+

CCO

EXPANDING THEIR BRAND CAMPAIGN WITH THE PASSION

OF REAL FANS.

Disney+ launched with 28M subscribers, a success based on the breadth of their iconic library. But to stand out, they wanted to push beyond their library to express what the brand uniquely represents. So how to communicate the togetherness, nostalgia, and joy at the heart of the brand? Let the fans do the talking.

We interviewed hundreds of real people to find personal stories, childhood memories, and family bonding inspired by Disney+. We developed questions highlighting experiences across the library, adapting the Disney+ brand design to our docu-style approach. 

For months, dozens of spots blanketed broadcast, cable, streaming, radio and social, triggering a frenzy of conversation. Given the wealth of footage we shot, we expanded the campaign with new spots in response to the stories fans were discussing across social.

Within months of our campaign launch, Disney+ subscriptions shot up, jumping over 150% to 86.8M by Q4, years ahead of Disney’s initial projections.

CREDITS

MOCEAN

Greg Harrison, CCO

Amanda Amann, Executive Producer

Michael Smiy, Creative Director

Andrew Wright, Director

Renee Sweet, Senior Producer

Jolene Bolinger, Associate Producer

Creative Coordinator, Shelby Martin

James Heth, Line Producer

Damian Horan, Cinematographer

Jennifer Holstein, VP Design & Animation

Mitch Monson, CD Design & Animation

DISNEY+

Andy Baker, VP Creative Marketing

Angie Poston, VP Marketing Strategy

Myla Angela Cruz, Senior Manager

Jared Mizel, Producer