Disney Magic at Sea

To swiftly generate widespread awareness and anticipation, Disney Cruise Line orchestrated an out-of-home (OOH) campaign that captivated a staggering audience of 9.7 million people, amassing an impressive 136 million impressions throughout Australia and New Zealand.

Project:
Disney Magic at Sea — AU & NZ

Client:
Disney Cruise Line

Disney Magic at Sea, a sub-brand of Disney Cruise Line, extends the enchantment of Disney to international markets, utilizing the mobility of Disney Cruise Line's fleet of ships. After a triumphant debut in the UK market, Disney Cruise Line embarked on a momentous endeavor to bring its unparalleled magic to Sydney, Melbourne, Brisbane, and Auckland for limited-time sailings from October 2023 to February 2024.

To swiftly generate widespread awareness and anticipation, Disney Cruise Line orchestrated an out-of-home (OOH) campaign that captivated a staggering audience of 9.7 million people, amassing an impressive 136 million impressions throughout Australia and New Zealand and 91% occupancy sold after just one month for the season.

(Video art directed by Art Directors Christian Allison and Chris Pletcher)

I revamped the logo by designing with a more cleaner font, fine-tuning the kerning, and enhancing legibility.

I also designed additional options of the logo to suit a variety of tactics.

(Key visual art directed by Art Directors Christian Allison and Chris Pletcher)

Disney Magic at Sea made its mark on Sydney's renowned Fast Ferry, a beloved mode of transportation that ferries around 400 passengers across the picturesque Sydney Harbour with each sailing. This takeover unfolded across a number of platforms, and I had the pleasure of creating captivating graphics that adorned the vessel's "interior landscapes," bow, table tops, a grand wall, doors, and other delightful touchpoints.

Given the Australian and New Zealand audience's fondness for the endearing characters from Finding Nemo, a delightful array of "interior landscape" graphics was thoughtfully crafted to warmly welcome guests aboard the Fast Ferry.

Besides the Fast Ferry takeover, a comprehensive project was undertaken for Manly Wharf, which stands as one of Australia's busiest and most iconic wharves, catering to a constant influx of Sydney commuters and travelers. Here, I crafted a range of elements, such as entrance and boardwalk flags, a striking window decal, ceiling banners, multiple digital screens, and other captivating features.
(Digital screen in ceiling banner space by Art Director Christian Allison and Digital Designer Jorge Aguilar)

I played a pivotal role in designing an assortment of graphics whose presence was felt beyond the harbour, extending its reach to the bustling streets. My work included a variety of eye-catching billboards, trams, and buses, making sure that Disney's enchantment reached and delighted audiences throughout the cities.

Passersby strolling along Melbourne's iconic Bourke Street Mall, known as the bustling outdoor pedestrian mall in the heart of the city's central business district, were treated to a delightful sight. I collaborated with Digital Designer Jorge Aguilar to create a vibrant scene featuring Nemo, Dory and the Disney Wonder ship to be displayed on Australia's largest and tallest outdoor animated site, towering at an impressive height of six stories.
(Billboard animated by Digital Designer Jorge Aguilar)

It was very rewarding for me to design these storyboards and see the concept come to life with the previous billboard.

To read more on the brand’s guidelines, check out the style guide I designed above!

Client — Disney Cruise Line
Year — 2022

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Designer + Style Guide Copywriter — Unitha Ramirez
Group Design Director — Agnete Oernsholt
Art Directors — Christian Allison, Chris Pletcher
Copywriter + Style Guide Copyeditor — Frankie Ainsworth
Digital Designer — Jorge Aguilar

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