"When you're curious, you find lots of interesting things to do."―Walt Disney
ABOUT
Disney Channel (DC) is a renowned television network that caters to kids and tweens, under the umbrella of Disney Branded Television. Disney Channel is cherished worldwide for its magically entertaining live-action and animated content. They offer a range of family-friendly programming, including TV shows, animated series, and original movies.
Tone:
The Disney Channel voice is enthusiastic, friendly, and informative.
THE PROBLEM
The Engagement Marketing team's goal was to create interesting social media videos for the birthday celebrations of talented stars like Olivia Rodrigo, Sofia Carson, and Raven-Symoné.
Low-Fidelity Mockup
Design Assets + Concepts + Guides
Instagram Grid
Disney Channel's social media presence is essential for connecting with its young fanbase, building brand affinity, and expanding reach in a competitive digital landscape. A well-crafted birthday post deepens the bond with fans and sparks excitement and connection to the talent.
MY ROLE
As the Content Producer for this project, my main responsibility was to produce social media videos celebrating the Disney Channel Talent's birthdays. I focused on crafting visually engaging posts with a parallax effect that would resonate with the talent's fanbase while adhering to the DC seasonal style guide.
Constraints:
· The project would adhere to a tight timeline, requiring efficient planning and execution to align with the talent's birthday celebration.
· Streamlining animation and design tools was needed for effective output and compatibility with social media platforms.
THE SOLUTION
We produced versatile templates, that adapted each asset to contrast the talent image and background color. The posts were optimized for various aspect ratios, ensuring maximum visibility on different platforms. Using animation and seasonal color schemes, the cinemagraph-style animations immediately engaged viewers, enhancing the overall experience.
Adobe After Effects - Composition
Adobe After Effects - Color Palette
Photoshop - Talent Photo Edit
During the brainstorming sessions, we ideated on brand-aligned, fan-resonating ideas. We translated these ideas into visuals using storyboarding and mockups. Using Adobe After Effects, we animated the Happy Birthday and Talent nameplates. Thorough testing ensured platform compatibility and allowed us to refine the design concepts.
POSITIVE METRICS
Disney Channel Talent's birthday celebration posts achieved notable metrics, pleasing the audience and boosting brand affinity. On average, these posts received over 1 million organic likes, 500+ comments, and a 33% increase in social media reach.
TAKEAWAYS
Working on projects like this serves as a constant reminder of how crucial it is to have well-organized systems in place and diligently maintain them. Juggling multiple stakeholders and handling various assets, I've come to appreciate how version controls and naming conventions act as true lifesavers, enabling me to implement changes swiftly and collaborate seamlessly. These practices have been invaluable in streamlining my design process and ensuring a smooth workflow.
