Riverstreet Helps Girls Dream Big

We love when we’re able to create content that empowers young girls! These spots feature real girls inspired by the Disney Princesses to follow their dreams. To bring these spots to life, we created large murals inspired by Ariel, Elena, Cinderella, and Belle to have these girls do their best girl power pose in front of!

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.

Spotlight: Riverstreet Rocks Disney XD

For Disney XD's February launch, we broke through the XD portal into another dimension of on-air fun, rolling out a series of high-action spots that promise an amped-up channel where guys can find programming styled just for them.

Case Study #4: Disney XD Launch Campaign

Mission: Energize viewers for the February 2009 launch of Disney XD
Challenge: Generate a series of high-action spots to integrate with the pre-existing XD graphics

When Disney decided to re-launch Jetix as Disney XD, they wanted it to be a channel that appealed to boys – cool and action-oriented. They asked us to conceive and produce a launch package that could run in theaters, online and on Disney Channel for several months prior to the February premiere. Their idea was that the XD logo was a portal through which kids could travel to a world that was XD-enhanced.

Music was the key component in setting the right tone up front. We pitched an old-school rap approach to the initial tease spot, with the aim of the song becoming so infectious that the tune itself would essentially become a viral marketing tool. In later spots, we rearranged the song so the XD lyrics were couched in an ever-shifting mixup of rap, grunge, heavy metal and pop sounds.

In accordance with Disney's ethic of encouraging kids to be active, we designed a series of spots that incorporated action sports like roller hockey, skateboarding and BMX tricks with skills like breakdancing, drumming and mural painting. Casting kids with engaging personalities who also had mad skills was essential. Since our budget constrained us to shooting in a single location, we found a school which could offer us a parklike quad, a classroom, and space to build a basement rec room set and set up a green screen. Our production team worked closely with our FX company on set to seamlessly integrate our footage with the graphics. A high-energy editorial approach provided the finishing touch.

Spotlight: Bringing Fear to The CW & Celebrity Confessions to ABC Daytime and SOAPnet!

First up... Creating a spine-tingling new spot for the CW horror reality show "13" was a scream. Since the show was top-secret, we had to scare your socks off without showing any real footage... so we got to shoot our own mini-horror movie!

Next, check out the first spot in our new image campaign for SOAPnet & ABC Daytime, in which Mel B from the Spice Girls gives a shout-out to her favorite daytime drama.