CLUB MICKEY MOUSE
In October 2016, we began developing a concept for a Mickey Mouse Club reboot entitled "Club Mickey Mouse." Our goal was to maintain the integrity of the legendary franchise while making short-form content optimized for digital distribution.
Produced at Disney Digital Network
HP's mantra is "Keep Reinventing," which naturally made them a perfect fit for this project. Rather than a product-centric campaign, HP challenged us to use their target product, The Sprocket, as a vehicle to reignite the magic of tactile printing.
Our strategy was to create a series of organic integrations centered around printing, which we coined "printegrations." We focused on creating opportunities for our Mouseketeers to utilize the product in a way that was authentic to their experience: printing and sharing memorable moments, playing games, getting autographed photos from our celebrity guests, etc.
In re-formatting the Mickey Mouse Club for a digital platform, we knew the content that would perform best is short form and visually attention-grabbing. For our music videos, we emphasized bold art direction and cinematic production value. Our intention was to create videos that were both contemporary in aesthetic and true to the Disney brand.
CLUB MICKEY MOUSE MALAYSIA
Our show development and art direction drew international excitement within the Walt Disney Company, leading to a Malaysian broadcast TV show. The key art, costume design and marketing was sourced from Club Mickey Mouse U.S.A.