Walt Disney Design & Branding DISNEY UNIVERSE MOCK FILM POSTERS by Ayzenberg Group

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DISNEY UNIVERSE MOCK FILM POSTERS

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Industry Culture, Leisure & Sport
Media Design & Branding
Market United States
Agency Ayzenberg Group
Creative Director Clark Crozer
Illustrator Daniel Landerman, Clarence Lansang, Terry Wolfinger, Erich Sayers
Released June 2011

Credits & Description

Category: Posters
Advertiser: DISNEY
Product/Service: DISNEY UNIVERSE
Agency: AYZENBERG GROUP
Creative Director/Designer: Ricardo Mireles (Ayzenberg Group)
Creative Director: Clark Crozer (Ayzenberg Group)
Illustrator: Clarence Lansang (Ayzenberg Group)
Illustrator: Terry Wolfinger (Ayzenberg Group)
Illustrator: Erich Sayers (Ayzenberg Group)
Illustrator: Daniel Landerman (Ayzenberg Group)
Account Director: Mia Moor (Ayzenberg Group)
Global Brand Manager: Janice Balgemino (Disney)
Global Brand Manager: Amy Kreutzen (Disney)
Media placement: Poster - E3 2011 Los Angeles - 6 June 2011
Media placement: Poster - E3 2011 Los Angeles - 6 June 2011
Media placement: Poster - E3 2011 Los Angeles - 6 June 2011
Media placement: Poster - E3 2011 Los Angeles - 6 June 2011
Media placement: Poster - E3 2011 Los Angeles - 6 June 2011

Describe the brief from the client
Looking for an eye-grabbing way to welcome guests to the 2011 E3 convention, the client wanted 5 original 10-foot tall posters that spoke to the ground breaking mix of Disney properties. Our creative solution had to communicate that rather than staring classic characters, this game follows mischievous avatars that don costumes similar to those of your favourite Disney characters, through adventures set in each of their individual worlds. For Disney fans, they wanted reinforcement of how these are new twists on nostalgic properties. Their desired tonality was that of humorous and adventurous multi-player fun for the whole family.

Describe the challenges and key objectives
The biggest challenge was how to generate interest in the game as a mash up of classic Disney IP that doesn’t star any of its beloved characters. Our main desire was establishing this aspect of the product as a playful twist rather than a shortcoming. These posters would also be an introduction to the game and needed to communicate a vision for the fun and crazy game play. With that in mind, we also had the original creators of the various IP nervous that the properties weren’t treated in a mocking or derogatory way.

Describe how you arrived at the final design
Upon closer examination of the impish heroes of this game, we found a group of true Disney believers. These costume-loving scamps were trying to save the various worlds from being permanently corrupted by an evil force. They might be mischievous and playful, but more importantly, they represent the true Disney fanatic. It then dawned on us that these are same kind of über-fans that memorise dialogue, write their own fan fiction and recreate their favourite moments of their favourite movies. Therefore, if they were asked to make a poster, they would most likely recreate their favourite Disney movie poster themselves.

Give some indication of how successful the outcome was in the market
In addition to overwhelmingly positive response from the client to the design of these posters, they generated tremendous buzz when they debuted as bigger-than-life banners at E3, the game industry’s massive trade show in Los Angeles. They caught E3 audiences’ attention and generated coverage in major game press, who read into details about Disney’s unique game revealed through each poster. Perhaps the biggest sign of success is how their design ultimately directly influenced creative through the life of the campaign, including becoming the basis for the game’s online viral videos.