Client: Disney
Coco is a special film that beautifully depicts Latino culture on numerous levels. The characters, storyline and humor are all memorable and it was our goal with the digital campaign to celebrate the elements that made the film shine.
There were many captivating visual elements to the film but one thing that stood out to us most to was the usage of Papel Picado banners. Present throughout many of the film’s environments, we noticed how the banners were used as a means of visual storytelling and wanted to allow users the chance to write and share their own stories.
For the Celebrate Your Moment site, we illustrated 50 custom picado images that were intended to mimic emoji characters people use when messaging each other. Users could type in specific words and watch them transform into interactive picado banners. The banners were sharable in numerous formats, including Facebook 360 images and social channel covers.
The biggest challenge with any messaging or custom input experience is working around profanity and dirty words. Since Coco was a family friendly film, this was even more important and we worked diligently with Disney to make sure we developed a robust approved terms list.
In the end, we were able to generate a fun, mobile-first experience that went on to win both FWA Site of the Day.
Credits
Agency: Watson DG
Creative Director: Hleb Marholin
Art Director: Louis Ansa
Developer: Florian Morel
Copywriter: Molly Douglas
Editor: Ryan Shelton
Picado Illustrator: Geraldine Sy
Producer: Greg Meltzer