Case Study: Disney celebrates modern families with 90,000 FEET’s Storyspotting cinema campaign

Disney - Customer Case Study

Disney Parks and Resorts partnered with 90,000 FEET to help tell a more inclusive family story in its “Unforgettable Happens Here” cinema campaign. The challenge was to connect with today’s increasingly diverse audience, including blended, single-parent, same-sex-parent, multigenerational, mixed-race, and joint/shared families, while reinforcing the idea that family remains central to the Disney experience.

90,000 FEET used its “Storyspotting™” approach to research, find, and dramatize authentic human stories within the Disney brand, then developed cinematic content featuring families such as the Mansfield and Rubin families for screening in cinemas. The campaign celebrated modern families and strengthened Disney’s emotional brand connection; while no specific performance metrics were provided, 90,000 FEET reported a ten-year working relationship with The Walt Disney Company.

Disney