Disney's My Movie Moments
Background on Brandloyalty
BrandLoyalty is a Dutch based agency specializing in designing loyalty promotions/programs for retailers worldwide. As an intern, my central summer project (among others) revolved around designing and working as the copywriter on this instant loyalty promotion to incentivize families with kids to shop whilst collecting their favorite Disney moments.
Extracting Movie Moments
The first challenge was to find 15 mutual categories of "moments" from 10 Disney movies, and find the appropriate film stills to encapsulate them. As a person who was innundated with Disney movies as a child, this proved to not be so difficult, especially since Disney movies have a pretty stable template of emotional arcs. The real challenge was captioning all 144 cards - especially for the category "so sad" because, well, those moments are .. so sad.