Walt Disney World · Integrated Campaign · Art Direction · Design
Disney Thrills
A Walt Disney World campaign built around the real reactions, shared experiences and one-of-a-kind emotions that turn a Disney moment into a Disney Thrill.
Tools
- After Effects
- Premiere
- Photoshop
- Illustrator
The idea
What does a Disney Thrill feel like?
A Disney Thrill isn't defined by a specific attraction. It's the anticipation before it happens, the reaction in the moment and the story people share afterward.
The campaign turned those authentic Guest reactions into the creative idea.
The territory
Thrills everyone can be part of.
Thrill means something different to everyone. The campaign broadened the idea beyond traditional thrill rides to include the emotions families and friends experience together.
Together
- Laughing
- Screaming
- Trying something together
Feeling
- Awe
- Surprise
- Excitement
- Joy
The insight
From reaction to shared triumph.
Every Guest experiences a Disney Thrill differently — anticipation, surprise, laughter, fear or excitement.
Once shared, those individual reactions become part of the collective experience.
The campaign film
Real. Raw. Together.
Photography and footage centered on authentic Guest emotion — capturing excitement, laughter, shock, awe and connection as they happened.
The visual system
A simple system for big emotion.
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Bold photography
Authentic Guest emotion at large scale.
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Four-park color
One recognizable color for each Walt Disney World Theme Park.
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Black + white structure
A neutral framework letting imagery and emotion dominate.
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Thrills color bar
The four parks as one recognizable campaign device.
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Disney Character reactions
Character expressions extending the emotional idea.
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Anya
Primary campaign type.
The Thrills bar
Four parks. One device.
Each park was represented by its own color. Together, the four colors became the Thrills bar — a simple device that could identify individual parks or represent Walt Disney World as a whole.
Adventure blue
Empire blue
Osceola red
Golden yellow
The device in application
REACTION MEETS ICONIC DISNEY
Your face says it all.
Real Guest reactions were paired with expressive Disney IP, creating an immediate visual shorthand for the emotions behind each Disney Thrill.
GUEST + IP
Format flexibility
Built to adapt.
The campaign system recomposed across radically different formats without losing its identity.
- Video
- Square social
- Horizontal
- Vertical
- Digital display
- Out-of-home
International
One idea. Multiple markets.
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English
Disney Thrills
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Spanish
Con Disney Me Siento
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Portuguese
Como Eu Me Sinto Na Disney
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Canadian French
Être À Disney C'est…
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Flexible lockups
Adapted by market and media context.
Selected work
Out in the world.
Out-of-home
MY ROLE
Working inside Disney Yellow Shoes.
Working within Disney Yellow Shoes, I translated the Disney Thrills campaign into a flexible visual system across campaign executions and formats, developed alongside the broader Yellow Shoes creative team.
Contribution
- Art direction
- Design
- Campaign systems
- Motion design
- Digital creative
- Visual storytelling
Takeaway
By placing genuine Guest reactions at the center of the system, Disney Thrills turned a diverse collection of Walt Disney World experiences into one emotionally recognizable campaign.