Disney Parks engaged world-renowned photographer, Annie Leibovitz to create a series of photographs featuring iconic celebrities to contemporize the image of Disney Parks.

This work was grounded on a simple insight: Even the most famous people in the world have childhood fantasies or unrealized dreams. So we invited celebrities to live out their dreams by becoming mythological characters from the Disney canon. Characters and stories featuring Princesses, Heroes, Flying, Thrills, Adventure, and Romance were considered and chosen. By portraying these core mythologies as only Annie Leibovitz can, we elevate transformational moments that happen every day in the Park to a higher, more aspirational level. Yet at the same time, we show that no one is immune to the magic of Disney. The campaign has garnered over 181 news articles around the globe from Australia to Tanzania. And, ultimately, the buzz surrounding this one-of-a-kind campaign substantially moved the needle for Disney in terms of addressing consumer barriers to visit the Parks. Below is a peek behind the strategic curtain.

The most refreshing thing about these behind-the-scenes videos of the Disney Portraits shoots is that we could see the celebrities excitement was real. Everything is in their own words and they validated the notion that we were helping them live out a childhood fantasy! It’s rewarding when a strategic positioning becomes true to life!

max jerome * art direction * branding * consulting * web design * maxyjster@gmail.com