I implemented a new direction for the annual calendar creative and content based on our business objectives. We would promote the key properties for the following year, from the movie studio, consumer products and channels in an original way, rather than using stock imagery. It was also important to create more local relevance in market with the overall approach taken. We would also create a digital version as well as a physical calendar going forward.
Year 1: Prolific artists from around the region were engaged to interpret key characters and franchises in their own unique way, adding a local spin to Disney, Marvel, Star Wars and Pixar.
Year 2: Working with renowned Thai photographer Michael Cheva to reimagine Asian celebrities, including: Sarah Geronimo, Kim Chui and Marsha Milan as iconic Disney characters in key moments from the movies this multi award winning product was also used as a social media campaign, 12 Days of Princess to announce the release of the calendar to consumers and fans in our key markets.
Year 3: To add a more fashion centric approach to the look and feel for this calendar we enlisted the prominent fashion photographer Mark Nicdao. The concept for this creative was shadow play. Working again with regional celebrities and talent we created action moments but their shadows were actually those of iconic Disney, Marvel and Star Wars characters and not their own.
