Disney XD 'Channel Launch Asia'

This was a very exciting project to be a part of. In my role as Creative Director of BDA Singapore I lead the creative teams development as well as film directed the TTL launch campaign for Disney XD across Asia. We were challenged by Disney to take the well established brand Disney XD and reimagine it for an Asian youth audience whilst staying true to the Brands TOV/DNA. The existing assets had been designed for & stared kids in the USA, so rather than simply adapt or remake, we were required to create an entire new campaign which would feel authentic and speak to kids across South East Asia. Using a variety of kids to represent the wealth of nationalities in the region we crafted a TTL campaign which featured an overarching Brand film, a Community themed film (*A sense of community is very important in the region) and then six individual stand alone idents focusing on short stories relevant to local kids, where we see them pushing themselves to perfect their abilities & overcome obstacles in football, breakdancing, skateboarding, fishing, gaming and sepak tekraw. As this was a launch campaign and we were introducing the channel to the kids for the first time we wanted to communicate that Disney XD was more than just a channel, it was an 'attitude'. That by combining self belief and positivity you will find success. "Watch it. Live it".

The campaign went TTL with TV, Print, OOH and in-store executions rolled out in English, Malay and Mandarin across the region.

Agency: Bruce Dunlop Associates

Creative Director: Marlon Griffin

Lead Creatives: Aine De Guzman

Designer: Martin Altanie