Disney’s Moana | PatPat
A cinematic, emotionally driven campaign built around the idea that bravery begins in childhood, positioning the PatPat × Moana collection not as costume dressing, but as the “uniform for bravery” for kids stepping into confidence, independence, and adventure.
Moana Collection
Launch
A global campaign developed to position the collection through themes of bravery, adventure, and emotional storytelling while balancing licensed approvals, performance goals, and multi-channel rollout.
Scope and Details
Role
Focus
Partners
Channels
Responsibilities
Social & Digital Creative Lead
Campaign Storytelling, Licensed Brand Direction, Product Positioning
Disney, Creative, Marketing & Production Teams
Ecommerce, Social Media, Amazon, Digital Campaigns
Creative Direction, Narrative Development, Shoot Oversight, Licensing Coordination, Commercial Execution
Campaign
Overview
The PatPat × Moana campaign was developed to elevate licensed product storytelling beyond traditional character apparel, positioning the collection as a symbol of confidence, bravery, and childhood independence. Designed primarily for millennial mothers seeking emotionally meaningful yet accessible family fashion, the campaign aimed to drive brand awareness, social engagement, and conversion during the release window of Disney’s live-action Moana.
The challenge was creating differentiation within an oversaturated licensed market while balancing Disney approval requirements, multi-channel rollout demands, and high-volume content needs across DTC, Amazon, and social platforms. Creatively, the opportunity was to build a cinematic, emotionally resonant campaign world rooted in real parenting moments, transforming the collection from simple merchandise into a narrative about raising confident young “wayfinders.”
Campaign
Execution
Digital Storytelling
Rather than leading with the product, we built the campaign around a simple emotional truth: bravery is something children practice every day. The "Wayfinders Begin Here" campaign positioned the Moana collection as a symbol of confidence and growth, transforming licensed apparel into a story about family, adventure, and everyday milestones. Every digital touchpoint reinforced that narrative, from landing pages and social content to email and promotional messaging.
For Every Little Wayfinder
Adventure is better together
Social Rollout
Designed a phased social strategy that built anticipation before launch, introduced the collection through storytelling rather than product-first messaging, and sustained momentum through community participation. The rollout combined owned creative, influencer partnerships, customer-generated content, and platform-specific content strategies to maximize engagement throughout the campaign lifecycle.
Video Content
Directed social-first video concepts designed to balance emotional storytelling with product discovery. Content ranged from campaign hero videos and transformation Reels to authentic parenting moments and large-scale UGC compilations, creating a library of assets optimized for engagement across Instagram, TikTok, and Pinterest.