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

 
 
 
2062_CMM_PUBLICITY_072117__A-0775_6.png
 

 

BRANDED CAMPAIGN

HP_RED_SMALLER_00000.png
 
 

KEEP REINVENTING

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.

 
 

"PRINTEGRATIONS"

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.

MUSIC VIDEOS

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.

 

GLOBAL APPEAL

 

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.