ROLE
CD

SCOPE
Brand platform, two flights

THE PROBLEM

Black audiences weren't considering Disney Parks. They didn’t feel welcome and didn’t believe "Disney magic" was meant for them. The brand's promise was to be a source of joy and inspiration to ALL the world. But an open invitation, we found, is no invitation at all.

THE PLATFORM

We Came to Play is more than a campaign, it’s a movement. 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.

FLIGHT 01
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.

FLIGHT 01
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.

FLIGHT 01
SOCIAL

Our social campaign is not just native to the platforms but also native to the culture, featuring engaging and shareable content that showcases the countless ways Black guests can show up and show out at the parks. Deeply unserious and full of genuine expression, the executions all work to invite Black families to play.

GCD: Rebecca Williams

CD: Vinh Tran

Art: Robin Morgan (CD), Ronnie Voss (Sr. AD), Priscilla Karamzadeh (ACD)

Copy: Malika Jones (CD), Cat Samarista (ACD), Jewell Donaldson (Sr. Copywriter)

Director: LeSean Harris (Flight 1), Ron Brodie (Flight 2)

Editor: Brandon Porter

Photography: Andre Perry

Music: D’Mile (Producer), Kamauu (Singer/Rapper)