I was approached by Disney Store to conceptualize the look for their seasonal campaign for Halloween 2014. Disney costumes are some of the best out there. As the company has expanded its cast of characters, they have had to also rethink how to market those character stories every season. The worlds of princesses, superheroes and rebel fighters don't necessarily visually mix well. The concept behind the "I AM" campaign is to showcase a child's imagination to a new, Disney level of magic. "I am Darth Vader", "I am Cinderella", you are whatever you want to be with the help of a little Disney pixie dust.
The following designs were intended to provide a solid creative direction to the internal Disney design team to produce in-store graphics, digital marketing campaigns and video promotions.
Concept/Design
There above images were a few of the initial design concepts I presented. The overall direction was about bringing to life elements from the child's imagination into the design. This led to the final creative direction seen in the images below.