Disney
We Came to Play is more than a campaign. It’s a commitment to dismantling the invisible wall that has historically excluded Black audiences. It’s an intentional invitation to Black guests, to bring their full selves to experience all the magic Disney has to offer.
Client: Disney
Work: brand campaign (w/guidelines, tagline, and manifesto), TVC, social, OOH, radio
Agency: Cashmere Agency
The brand-wide campaign was announced at Essence Fest in the Superdome (iykyk) with a sizzle, then launched with 2 TVCs for Disneyland and Walt Disney World.
The tagline is written from the perspective of Black guests (not Disney) for a joyful and braggadocious tone. It’s a rallying cry on its own and a definitive sign-off in a manifesto.
Photography captured the same mood — an unapologetic swagger with a sense of humor. With dynamic angles, magical moments were captured in heroic framing to make our subjects appear larger than life.
OOH was selectively placed in nearby markets and had a takeover at LA Live.
The campaign was a success — and became the #1 top-performing Disney creative campaign amongst Black audiences. It scored in the 90th percentile and above on key cultural attributes, including this “is authentic to my culture” and “celebrates my culture”. It was also awarded the ANA Multicultural Excellence Grand Prize.
Making this with Rebecca Williams, Vinh Tran, Robin Morgan, Ronnie Voss, and Jewell Donaldson, with our director LeSean Harris and photographer Andre L. Perry, was a dream come true.