Introduced in 2016, the Dream Big Princess campaign not just promotes children worldwide to dream big, but also celebrates the inspiring attributes demonstrated by Disney princesses throughout their cinematic journeys.
I was fortunate to oversee the creative direction of the social media campaigns on Instagram and Facebook. The new Instagram account for Disney Princess Instagram gained 450,000 followers within a year, thanks to the contributions of Terry, Sandy, and McBeard.
In 2012, Walt Disney World launched innovative methods for guests to enjoy the theme parks by introducing the "Magic Band," a wristband equipped with RFID technology. This led to a complete overhaul of the digital guest experience, known as "My Disney Experience," which included pre-arrival planning and digitizing all guest interactions within the parks. These groundbreaking initiatives formed the basis of a new global design system that was also implemented in our international parks.
In this project, we revamped the design systems for desktop and mobile web, mobile applications, and digital kiosks within the park.
There are numerous daily shareable living components in the design systems, making it easy for over 70 designers to reuse, update, and maintain them. A variety of tools were developed collectively to help and speed up the design and prototyping processes.
Utilizing the system, we have successfully introduced more than 20 digital in-park services. Here are some of the main features:
Fastpass+
Mobile Food Order
Get Directions
Transportation
Online Check-in
Digital Key
After US brand implementation of these design systems, Paris, Shanghai, Hong Kong theme parks also lauched their official apps on the same platform.
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In March 2008, Disney Mobile was introduced as the inaugural Mobile Virtual Network Operator business by The Walt Disney Company Japan. Through a collaboration with Softbank Mobile, we utilized their sales and manufacturing networks. My responsibilities included managing the creative aspects of this fresh brand, encompassing hardware and software design, mobile content creation, marketing strategies, and sales initiatives aimed at a key demographic of young adult women.
Every device design incorporated elements inspired by Disney stories and themes. I traveled extensively throughout Asia to complete the design of these phone devices, which provided a fantastic learning experience in industrial design.
Dentsu spearheaded our advertising efforts. As our subscription numbers continued to rise steadily, we transitioned our communication strategy from chic-cool tactics to adult-cute, aiming to appeal to an audience with a stronger affinity for Tokyo Disney Resort.
Flagship Store Design
Disney Mobile established a store within the SoftBank store located on Omotesando, a prominent commercial avenue in Tokyo known for setting trends.
Mobile Content Development
Another enjoyable aspect of this project involved developing service content. Many subscribers accessed and downloaded this innovative content as part of their member benefits. The content included customizable user interfaces, original music produced as ringtones, animated wallpapers, and emojis. We worked closely with numerous artists, designers, and musicians to produce these unique offerings.
Disney's mobile career venture grew to encompass all three major mobile carriers in Japan, extending until 2018 and introducing the Disney brand into the daily lives of hundreds of thousands of users. I fondly recall the thrill of launching such an exciting business alongside an incredible team and creative partners.
