I Freed My Imagination

On my first day back from paternity leave, we walked into Disney headquarters for a pitch briefing on a top-secret new project. Their first foray into the world of high-tech toys had no less ambitious a goal than to return imagination to the forefront of play. All they had was a logo and a name: Playmation.

Their request: help us launch this new toy platform that will ultimately span multiple Disney properties, while simultaneously launching the first iteration of that platform featuring Marvel’s Avengers.

First things first. Launch the brand. A year and a half later we did.

ANTHEM FILM I Freed My Imagination
To tease the launch, we created a film telling the story of the magic that can happen when you step into the world of your imagination. Incidentally, this is the first film ever to feature the worlds of both Marvel and Star Wars. Approvals were A TRAP!!!

PRINT
Every child imagines having the powers of their favorite characters. For the print campaign, we visualized a child's imagination coming to life in their reflection.

WEBSITE
Plus, a sweet, sweet website.