The Dark side & The Light
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The goal was to position Disney Store as the ultimate Star Wars product destination through an exclusive omnichannel campaign, leading to a global retail takeover with prominent placement in hardlines, softlines, and toy categories. Collaborating closely with the studio, directors, and producers, my challenge was to create a franchise impact distinct from the theatrical marketing campaign.
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Despite limited assets and many under embargo, we successfully crafted key art that prominently showcased the protagonists in a striking color palette, accompanied by a tagline exclusive to Disney Stores' marketing endeavors. Our focus on modularity played a vital role in accommodating the numerous products, events, and promotions seamlessly.
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Our highly successful 360 integrated campaign made a significant impact across multiple channels, including PR, packaging, social media, out-of-home (OOH) advertising, environmental design, televised events, e-commerce, web, and printed marketing assets. This comprehensive approach led to viral social growth and resulted in a remarkable product sell-out.
STAR WARS The Force Awakens, Disney Stores Global Retail Launch
Project Role
Creative Concept
Art Direction / Editorial
Design /
Photo composition / Retouch
Go To Market
Brick/Mortar
Ecommerce
Social Media / PR
Vertical/Channel Marketing
Stakeholders
Marketing / Web Digital
Visual Merchandising
Product Development
Photography / Social Media
