Disney
Finding Fantasyland
Digital Experience
/ 2013
Blurring reality to set a magic kingdom free
Disney World's Fantasyland hadn't been touched in decades. Our task? Reawaken the memories of parents and sell a new generation on the golden age of Disney past with the launch of New Fantasyland. It was a vibrant new land begging for an origin story—and so we made one.
And with white Mickey gloves on, created a backstory that would make our guests the hero in its grand opening.
WHAT IF IT'S BEEN THERE ALL ALONG
Step one was the create an exact digital twin of the park itself. Explore it to rediscover the magic of the lost stories, capture the icons and reveal pieces of the land, and the voice of David Ogden Stiers (Beauty & the Beast) will guide you through the lush, expansive landscape and ultimately declare you hero of New Fantasyland.
When New Fantasyland was revealed (opened) in the real world, the narrative we started online came full circle. You and your heroics were the reason for it all, and the characters in the park knew and verbally acknowledged the role you played.
And throughout the physical environment of New Fantasyland itself, major feats of internal collaboration came to life. An actual flying, firebreathing dragon swooped overhead, angry that the curse had been broken. And the evil queen* (Lana Parrilla from Once Upon A Time) stalked through the land, making her displeasure known to little cursebreakers everywhere.
2 MILLION PEOPLE HELPED UNCURSE NEW FANTASYLAND, HELPING DRIVE 40 YR RECORD CROWDS AND 6 MILLION IN NET SALES LIFT IN 4 WEEKS
Creds
Agency: Yellow Shoes
Creative Directors: Will Gay + Joey Hasty
Art Director: Brad Hall
Writers: John McCall + John Rogers
Digital Production: North Kingdom
VFX: Mirada
Sound: Dinahmoe
App Dev: Nth Degree
Consulting Partner: Disney Imagineering
Recognition
THE FWA: Site of the Month
London International Awards: Silver
Andy Awards: Bronze
