Case Study #5: Disney "Friends For Change" Campaign

Mission: Create a 24-spot environmental campaign to air for over a year
Challenge: Gather 29 Disney Channel stars in a nature setting to promote green ideas

In conjunction with their new green goals, Disney Channel conceived a environmental initiative called "Friends For Change: Project Green." The object was to create a number of spots which empowered kids to join together to make a difference. What Disney needed from us was a concept that could incorporate both inspiring visuals in a gorgeous natural setting and all the cumbersome conveniences required when 29 Disney Channel stars are on set simultaneously.

In addition to providing concept development and production logistics, we scripted a series of spots that would convey a lot of technical information in an inspiring, energizing way that would encourage kids to go to the Disney website and get involved in saving the environment. One of the biggest considerations was finding ways to incorporate all of the talent in the spots, which involved coordinating their schedules so that specific groups of stars could be on camera together.

We solved the logistics problem by bringing the "outdoors" indoors via four huge LED screens filled with HD stock footage of nature. Each screen was programmed with its own series of images for each of the 24 spots. Simultaneously, several BTS crews were filming material for a half-hour behind-the-scenes show, Radio Disney was getting interviews with all the stars, and the photo department was shooting stills of all the stars on a miniature version of our set. Our crack production team, well versed in the ways of mondo shoots, pulled off the ambitious three-stage extravaganza without a hitch.