Thrills

Walt Disney World's thrill attractions had to be sold on feeling rather than facts. The challenge was to compress anticipation, speed, and joy into short-form spots that still felt like Disney — magical and welcoming — rather than a generic theme-park adrenaline ad.

The approach designed around the arc of a ride: the climb, the drop, the release. Art direction and design used motion timing, ride-point-of-view imagery, and energetic type to build anticipation and then pay it off, keeping guests' faces and reactions in the frame so the emotion stayed human.

Delivered as a brand campaign system, the work flexed across attractions and placements while holding one consistent promise: memorable moments connected to the magic of Disney.