Company: PineRock
Role: Executive Creative Director
Client: Disney Ad Sales
Project: Upfronts
Award: 2024 Event Marketer Experience Design Awards / Best Overall B-to-B Environment
Role: Executive Creative Director
Client: Disney Ad Sales
Project: Upfronts
Award: 2024 Event Marketer Experience Design Awards / Best Overall B-to-B Environment
Partnering with Disney, a global icon in storytelling and creativity, we faced an inspiring challenge: to highlight Disney's vast intellectual property for the advertising community in an expansive 54,000-square-foot venue. Our approach turned this blank slate into a dynamic, immersive experience.
CHALLENGE
Weave together the diverse breadth of personalities and IPs under the Disney brand into one cohesive experience.
Weave together the diverse breadth of personalities and IPs under the Disney brand into one cohesive experience.
SOLUTION
A hands-on, Epcot-inspired experience that allowed attendees to move from zone to zone–from the ESPN broadcast desk to Bluey’s house.
A hands-on, Epcot-inspired experience that allowed attendees to move from zone to zone–from the ESPN broadcast desk to Bluey’s house.
Our strategy focused on themed conversation zones and content-inspired activations, all anchored by a central bar that unified the space. To transform the cavernous room, we collaborated with a renowned artist on a flowing, interactive installation that shifted from elegant whites to vibrant blues and golds as the sun set, inviting guests to feel part of the art.
The experience was tailored to engage all senses. Custom photo backdrops in styles from contemporary to classic complemented the 150 A-list attendees, while a menu inspired by Disney’s iconic shows and characters—from Only Murders in the Building to Beauty and the Beast—added a playful touch.
A curated centerpiece featuring Mickey Ears celebrated Disney fandom, while a display of NFL helmets underscored ESPN's sports influence.
This memorable night was a celebration of talent, creativity, and Disney’s brand magic, capturing the imagination of everyone present.
