Disney Princess toy advertising had always leaned glossy and aspirational. The brief was to shift that: celebrating courage, imagination and dreaming big through something that felt more natural and grounded.
We followed three active girls inspired by their favourite princesses, integrating merchandise organically into real-life moments rather than staging it. An uplifting soundtrack kept the energy without losing authenticity.
I led art direction across the TVC and supporting brand film, ensuring tonal consistency from broadcast through to digital. Behind-the-scenes content aligned the campaign with the real-life story of the lead actress, reinforcing the message of empowerment.
