Disney Adventure
Launch Campaign for Disney Cruise Line’s First Ship in Asia
In true Disney fashion, the grand launch of the Disney Adventure—Disney Cruise Line’s first ship in Asia—unfolded around a story. Guided by a whimsical new companion, Captain Mickey navigates this incredible new ship from a fantastical realm to the vibrant shores of Singapore.
This massive campaign, spanning Singapore, Malaysia, Indonesia, India, and the Philippines, brought the story to life through film, 3D billboards, MRT takeovers, digital ads, bus wraps, and more. As part of the pitch team, I helped craft the pitch-winning manifesto and brand line, later joining the core team for the campaign launch.
Highlights from this project included developing a comprehensive copy bible and a unique tone of voice for the Disney Adventure, leading OOH projects, and two epic film productions featuring extensive CGI, music composed with the iconic “When You Wish Upon a Star” melody, and the truly once-in-a-lifetime experience of shooting with Captain Mickey and Minnie Mouse themselves!
To weave this magical story, we created original elements like an Enchanted Map showcasing the ship's seven unique themed areas, seven Medallions representing each of these areas, and a Magical Compass guiding Captain Mickey toward adventure. We even introduced a new character, Aquatrail—a whimsical water trail that opens magical portals and reveals glimpses of what awaits on board.
CREDITS
The excitement unfolded across 50+ OOH sites, including several 3D anamorphic screens, immersing fans in the magic and giving the Disney Adventure an unforgettable grand reveal.