Disney+

How do you launch 23 performance campaigns across two continents for a new streaming service in a rapid, repeatable way?

On November 12, 2019, Disney+ streaming service launched in the Americas, then in Europe, then in Tokyo. Since launch, it has exceeded all expectations in viewership and sign-ups.

While at Cibo I was busy for years working with the Disney+ product and marketing teams based in San Francisco, New York and London. This was the most ambitious team assembled to deliver the impossible. My team was an ensemble of talented visual, motion graphics designers, writers, and engineers based in San Francisco, Austin and Guadalajara.

We imagined what a future-state streaming experience might look like to global performance campaigns. We showed working prototypes for animations, interactions and crafted a word or two to introduce a comprehensive Disney+ tone and messaging guideline.

The result? We created 300+ key art tiles for the product team, designed and produced 23 movie title performance marketing campaigns (direct mail, digital ad units, social media videos) across the Americas and EMEA. All totaling 153 marketing campaign localizations for every piece of creative we designed and produced.

A couple of fun facts that I acquired along the way from the lawyers at Disney+.

“Daisy Ridley’s character—Rey from Star Wars, must never be shown separate from Adam Driver’s character—Kylo Ren, unless dictated by the components of the interactive experience.”

“Robert Downey Jr. required that his likeness, across all marketing materials, be at least twice the size of any other Avengers character.”

Team: Nate Sprecher, Natalie Schutz, Derek Rausenbach, Jennifer Albright, Dave Ulrich, Trevor Sias, Oscar Vargas