Disney+, The Summer of Disney+

Disney+

Showcasing Disney’s most popular releases

We were tasked with showcasing four of Disney’s most popular releases as part of the Summer of Disney+, including Soul, Luca, Raya and The Last Dragon and Loki over a 1-day campaign activation. The space needed to embody not just the popular releases, but the spirit of Disney+ and Disney overall. We wanted to find a place “Where Dreams Come True”, and where people could feel incredibly connected to their favourite releases, their favourite characters and their love for Disney.

We chose Pergola Paddington rooftop as the perfect setting for the magic of Disney releases, with its bright, floral and versatile spaces. The huge space allowed us to create individual experience areas for each of the four key movie titles as well as a dedicated screening area. The location has a bright setting mimicking the release of Luca. The tropical foliage immersed the attendees in the movie Raya and the London skyline view brought them right into the setting of the movie Soul. With three out of the four movie titles covered just by location, we planned something special for the movie Loki. Later in the evening, there were performances by talented musicians such as Deschanel Gordon on the Soul stage.

Key elements from the releases were used to create individual immersive experiences, where guests could sample Tom Yum Soup from Raya and The Last Dragon or walk on a gigantic piano from Soul. Each movie was analysed, and unique activities were developed for the audience. For example, we created a hat workshop area that offered guests a weaving workshop and the opportunity to decorate authentic Southeast Asian hats for the movie Raya. For the movie Soul, we worked with UK soul artist Celeste to create a magical music moment that touched the soul.

The activation ran for 1-day during the height of summer and hosted family and friends as well as influencers. Feedback from attendees was overwhelmingly positive and was enjoyed by children and adults alike. The event was a success for Disney+ and drove content across social platforms.

We also helped Disney+ partner with live design and print clothing co YR Store, to create a pop-up counter where guests could create a completely personal, unique t-shirt design, using only key artwork from the series. Our guests loved this personal touch, and they enjoyed having ownership over the imagery. Every element of our strategy for this event was brought back to the fundamental goal of celebrating the new releases. We analysed each element in meticulous detail, ensuring that guests felt truly immersed in their surroundings which resulted in an incredibly successful overall event.

350

family, friends and influencers attended

4

core experience areas

95%

guest satisfaction

Work

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