Brand campaign for the happiest place on earth
Disney wanted to spotlight the courage and kindness that Disney heroines inspire in fans all around the world through the Ultimate Princess Celebration.
So, we created a campaign with Her Highness Princess Zatashah of Selangor and renowned Malaysian designers to help them do that.
Being no stranger to storytelling, Disney has always maintained a strong voice. My approach was to elevate this voice and bring it to life in a clear, simple execution while striking a balance between creativity and royalty.
Role Brand Voice Development, Localization, Writing & Editing
Agency: BRANDTHINK Malaysia
Production: Directors Think Tank
Script
Scene 1
Open with a shot of an empty modern space with undressed mannequins
Scene 2
Pan to Princess Zatashah entering the room and walking around the empty mannequins
Dialogue: When you have courage and kindness, anything is possible
Scene 3
Cut to the brand logo with glitter animation
Dialogue: With Disney’s Ultimate Princess Celebration, we celebrate the hearts of gold that Disney’s most beloved heroes inspire in us all
Scene 4
Cut to the brand clip of Mulan
Dialogue: From having the courage to make dreams come true…
Scene 5
Cut to the brand clip of Princess Jasmine
Dialogue: … to lighting up the world with kindness, the Disney Princesses and their stories have taught us lessons that we will remember for a lifetime
Scene 6
Cut to a brand clip of Cinderella’s transformation
Dialogue: The Ultimate Princess Celebration is also about all the ways you can impact the world around you, as inspired by the Disney Princesses
Scene 7
Cut back to Princess Zatashah
Dialogue: From creativity to optimism, from gracefulness to curiosity, from imagination to resilience, from tenacity to being authentic to oneself. And yes, courage and kindness.
Scene 8
Cut to sketches of the dresses by Malaysian fashion designers
Dialogue: Right here in Malaysia, we’re celebrating the Ultimate Princess Celebration in a unique way
Scene 9
Cut to a series of mood boards and paper drawings of dresses by Malaysian fashion designers
Dialogue: In support of Make-A-Wish Malaysia
Scene 10
Cut to an out-of-focus shot of the actual dress on mannequins
Dialogue: We invite you to join us as we unveil the couture creations
Scene 11
Cut back to Princess Zatashah introducing the different local designers and dresses
Dialogue: of eight Malaysian designers who were each
Scene 12
Cut to b-roll footage of the designers working on the dresses in their studios
Dialogue: inspired by their favourite Disney princesses