The Challenge
At the most magical time of the year, who better than Disney to tell a story centered around the power of imagination? Disney partnered with adam&eve/TBWA to create a holiday short that put storytelling first while strengthening their brand reputation and deepening consumer connection between the brand and Christmas. Brief mandatories include using movie IP that plays a pivotal role in the storytelling, using a famous Disney score, and telling a story that only they as a brand could tell.
The Solution
The aim was to increase positive sentiment for Disney at Christmas through magical storytelling. Our film follows a young girl, Molly, who absentmindedly doodles on her Christmas list. She wakes up on Christmas morning to find that Santa has mistaken her doodle for a Christmas wish and given her the real thing. But there's one problem: she hadn't finished the doodle, and he doesn't have a mouth. But the next year, Molly finds a way to give him the best Christmas ever. The creative challenges included creating an emotional and convincing performance between a young actress and a CGI character. As well as striking the right balance in his design between a scribble that's walked straight off the page and a character that everyone could fall in love with. The film caught viewers' imaginations, with 63 million organic views and, above all, felt like a true Disney short.