Assignment: The campaign was designed to enhance long-term brand relevancy for the Disney Parks. The combination of Annie Leibovitz’s abilities to create a heightened sense of reality along with imaginative storytelling and a cast with celebrity influencers creates a response from consumers that the Disney Parks are right for them. Bringing our classic story narratives to life in a new and fresh way reconnects people to the Disney brand and reminds people of all ages that dreams come true at Disney Parks.
Approach: The consumer knows every detail of the Disney story narratives. It was critical to get each narrative right, but to bring a fresh perspective. The challenges were to find the perfect balance of casting with the right celebrity influencers, setting the stage with authentic production elements and finding the key moment of performance.
The Big Idea: Bringing classic Disney story narratives to life as photographed and interpreted by visionary Annie Leibovitz with relevant celebrities cast in key roles provides consumers with a new and fresh way to relate to Disney Parks and the Disney brand overall.
Results: The Client is extremely pleased with the series of photographs to date and looks forward to continuing the project with more photographs that will ultimately result in the publication of a book.