CLIENT:
Disney
Disney
PROJECT:
Brand Campaign
Brand Campaign
ROLE:
Associate Creative Director / Art
Associate Creative Director / Art
TVC / Streaming, Disneyland Resort
CORE CONCEPT:
We Came to Play is more than a campaign, it’s a movement. It’s a promise from Disney to commit to dismantling the invisible wall that has historically excluded Black consumers. It’s an intentional invitation to Black guests to bring their full selves and experience ALL of the magic Disney has to offer.
TVC / Streaming, Disney World Resort
Launch Film, Essence Fest
TAGLINE:
The phrase “We Came to Play” is at once delightful and braggadocious. Distinctly bold and unapologetic with plenty of swagger, the tagline establishes a voice & tone that is authentically joyful and exuberant.
PHOTOGRAPHY:
Our approach to photography is bold, revealing an empowered attitude with a smile in all our guests. Playful and dynamic lensing captures unexpected moments full of Disney magic while framing our subjects heroically, making them seem just a little larger than life.
DESIGN:
The campaign comes to life with a striking and unabashed visual style that spotlights our Black guests while also boldly presenting the campaign tagline. The tagline mark is minimalistic and versatile, with multiple variants and orientations. This allows the mark to “play” and interact with our subjects – always prominent but never overpowering as it frames our guests in dynamic compositions.
CREDITS:
Sr. Copywriter: Jewell Donaldson
Art Director: Ronnie Voss, Chris Nguyen
ACD/Copy: Cat Samarista
ACD/Art: Priscilla Karamzadeh
CD: Vinh Tran
GCD: Rebecca Williams
Agency: Cashmere
Client Team: Disney Yellow Shoes
Sr. Copywriter: Jewell Donaldson
Art Director: Ronnie Voss, Chris Nguyen
ACD/Copy: Cat Samarista
ACD/Art: Priscilla Karamzadeh
CD: Vinh Tran
GCD: Rebecca Williams
Agency: Cashmere
Client Team: Disney Yellow Shoes