“Do You Want To Build A...” Campaign?
Challenge
More than an adaptation of the hugely successful film. More than an extension of a tremendously popular brand. More than just a Disney blockbuster. Our challenge was to introduce the Frozen brand to audiences in a way that they've never experienced it before—as a fully theatrical, emotionally powerful, breathtakingly empowering new musical.
Solution
As the newest property in Disney Theatrical's family, Frozen needed an iconic mark to fit in with the likes of Aladdin, The Lion King, Beauty and the Beast, and the rest of the company's celebrated Broadway productions. From inception to the final art, our internal design lab and hand-picked roster of artists explored many directions. Those that rose to the top were able to capture three key ideas: 1. That the show has a creative artistic vision that honors yet ardently differentiates it from the film. 2. That the musical elevates the story into a Broadway-worthy production with appeal to sophisticated, culturally-engaged ticket buyers. 3. That audiences know the production is relevant to them, separate from fondness they may or may not have for the original film. The enchanting key art that Disney greenlit beautifully encapsulates Frozen on Broadway. The acclaimed artist Olly Moss, known for his illustrative trickery, collaborated with us on elegant final artwork that is awash in inspired imagery and Nordic touches, all wrapped in an icy blue fantasia.
Results
The New York Times was so intrigued by the creative process that, in print and online, it devoted a full-color feature to the final art and select comps. The widely-read article was highlighted on The New York Times homepage and was shared extensively on social media in the days and weeks after the exclusive story broke.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.