Working in partnership with Disney and Pixar, I led the creative and marketing campaign for the Disney·Pixar Coco Family Festival – a large-scale experiential activation in Sydney’s CBD created to build awareness and excitement ahead of the Australian theatrical release of Coco.
As Creative Director, I led the campaign from concept through to execution, overseeing the creative direction, marketing strategy, event identity, promotional campaign and physical activation. The objective was to translate the colour, music, characters and themes of Coco into a live brand experience that families could engage with beyond traditional film advertising.
The activation formed part of the broader Australian marketing campaign for the film and brought Disney and Pixar’s storytelling into a high-foot-traffic CBD environment. The experience was designed to attract families, encourage participation and create a highly visible public moment for the film in the lead-up to its Boxing Day cinema release.
I led creative development across the complete customer journey, from pre-event marketing and campaign assets through to environmental graphics, signage, branded installations, interactive experiences and supporting digital and social content. This required close collaboration with Disney and Pixar stakeholders, production partners, event teams and suppliers to ensure every element remained consistent with the global Coco brand.
Alongside the creative direction, I led the marketing of the activation, developing the campaign approach used to generate awareness, drive attendance and extend the experience beyond the physical event through digital, social and earned exposure.
The result was an integrated entertainment marketing campaign that combined experiential, event, digital and physical creative into a single consumer experience – bringing the world of Disney·Pixar’s Coco directly to audiences in the heart of Sydney.
The Disney·Pixar Coco Family Festival transformed a major Sydney CBD location into an immersive consumer activation, creating a highly visible physical presence for the film ahead of its Australian theatrical release.
Rather than relying solely on traditional film advertising, the campaign created an opportunity for audiences to physically experience the world of Coco. Multiple family-focused experiences, branded environments and interactive elements were brought together as part of a single integrated activation designed to generate participation, awareness and organic amplification.
The activation was supported by a broader marketing campaign spanning digital, social, promotional and experiential channels, extending the campaign beyond event attendees and helping build awareness in the lead-up to the film’s Boxing Day release.
The project demonstrated the value of combining entertainment marketing with experiential creative – translating a globally recognised Disney and Pixar property into a locally relevant Australian campaign while maintaining the creative standards and brand integrity required by two of the world’s most recognised entertainment brands.
