Disney+ launched with 28 million subscribers, a success based on the breadth of their iconic content and the clip-based campaign that celebrated it. But to stand out in the streaming space they wanted to push beyond just their library and express what the brand uniquely represents.

So how best to authentically communicate the togetherness, nostalgia, hope and joy of the Disney+ brand? Let fans do the talking.

Over 3 weeks, we pre-interviewed hundreds of real people to find personal stories, childhood memories, and family bonding inspired by Disney+. This also built rapport with our director and selected subjects which, along with multiple cameras, helped us capture natural performances.

In pre-production, we developed questions exploring experiences across the library, and evolved the Disney+ brand design to integrate with our docu-style approach. 

In post, we crafted spots from 100+ hours of footage from dozens of interviews, mapping topics onto a strategic rollout. With the wealth of footage, we expanded the campaign, creating new spots in response to audience sentiment during quarantine.

For four months, over a dozen spots blanketed broadcast, cable, streaming, radio and all social platforms. The campaign was so successful, Disney+ invited us to develop the next phase of the campaign for their 1-year anniversary.