Creating competition between beloved attractions.
To increase social engagement with the brand’s new Show Your Disney Side campaign, Disney Parks was launching a bracket-style competition amid the madness of the NCAA Tournament.
“March Magic” transformed the most popular attractions at Disneyland and Walt Disney World Resorts into sports teams, and gave fans a chance to vote for their favorites in randomized match ups each week, until one winner was crowned at each park.
We were asked to create an announcement video for the competition that would encourage Disney fans to show and share their passion for their most beloved park attractions on social media.
SPOTLIGHTING THE STARS
To hype the competition and fans excited to vote, we took cues from college athletic program sizzle videos, featuring each attraction’s (ahem, team’s) marquee players - a.k.a. Disney Characters and Cast Members - in dramatic “pre-game” scenes as they prepared for their March Magic matchups.
MY BIT
Co-concept • Creative Direction • Copywriting • Co-Direction