Walt Disney World · Brand Campaign
Thrills
A high-energy campaign capturing the anticipation, speed, and joy of Walt Disney World's most thrilling attractions — connecting adrenaline to the larger Disney magic.
Role
Art Direction and Design
Tools
- After Effects
- Premiere
- Photoshop
- Illustrator
Executive summary
Selling the feeling, not the ride
The campaign had to make thrill-seekers reconsider Walt Disney World without alienating the family audience the brand is built on.
I art directed the campaign's visual language — pacing, type, and color — and carried it from broadcast into a full out-of-home system.
Business challenge
Two audiences, one message
Disney's thrill attractions were under-credited against competitor parks. The campaign needed real adrenaline in the edit while keeping the warmth that makes the parks a family decision.
Constraints & problem solving
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Brand-safe intensity
Speed and tension conveyed through cut, type, and light rather than aggression.
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Mixed footage sources
A grade and treatment system that unified archive and new capture.
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Format range
One visual idea legible from a highway billboard to a mall panel.
Final deliverables
Out in the world
Billboard, transit, and environmental executions.
“Adrenaline as an invitation — the thrill reads as joy, and joy is still the brand.”
Reflection
What I'd do today
I'd design the OOH crops alongside the edit rather than after it. The strongest frames in market came from stills the campaign wasn't originally built to produce.