WE CAME TO PLAY

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WE CAME TO PLAY •

 

We Came to Play is more than a campaign, it’s a movement. It’s a promise from Disney to commit to dismantling the invisible wall that has historically excluded Black consumers. It’s an intentional invitation to Black guests to bring their full selves and experience ALL of the magic Disney has to offer.

LAUNCH FILMS

BROADCAST + STREAMING // WALT DISNEY WORLD : "WE HAVE ARRIVED"

ESSENCE FEST LAUNCH VIDEO // DISNEY : "WE CAME TO PLAY"

CAMPAIGN TAGLINE

The phrase “We Came to Play” is at once delightful and braggadocious. Distinctly bold and unapologetic with
plenty of swagger, the tagline establishes a voice & tone that is authentically joyful and exuberant.

Interactive 'WE CAME TO PLAY' logo lockup in Bright yellow.

PHOTOGRAPHY

Our approach to photography is bold, revealing an empowered attitude with a smile in all our guests. Playful and dynamic lensing captures unexpected moments full of Disney magic while framing our subjects heroically, making them seem just a little larger than life.

DESIGN

The campaign comes to life with a striking and unabashed visual style that spotlights our Black guests while also boldly presenting the campaign tagline.
The tagline mark is minimalistic and versatile, with multiple variants and orientations. This allows the mark to “play” and interact with our subjects – always prominent but never overpowering as it frames our guests in dynamic compositions.

The image features a minimalistic design with the phrase "WE CAME TO PLAY" in large bold black letters centered on a white background. There is also a smaller block of text on the left side describing the font choice and design elements, along with a footer mentioning Disney Parks, Experiences, and Products and the style guide version.
Black background with yellow text in large font that reads 'WE CAME TO PLAY'. Smaller white text on the left side describes the style of the Wordmark.

OOH

SOCIAL

Our social campaign is not just native to the platforms but also native to the culture, featuring engaging and shareable content that showcases the countless ways Black guests can show up and show out at the parks. Deeply unserious and full of genuine expression, the executions all work to invite Black families to play.

CREDITS

GCD: Rebecca Williams

CD: Vinh Tran, Malika Jones

Art: Robin Morgan (ACD), Ronnie Voss (Sr. AD), Chris Nguyen (Sr. AD), Priscilla Karamzadeh (ACD)

Copy: Cat Samarista (ACD), Jewell Donaldson (Sr. Copywriter)

Director: LeSean Harris

Editor: Brandon Porter

Colorist: Calvin Bellas

Photography: Andre Perry

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