Campaign→
Disney family vacation
Role:
As Creative Manager, I led concepting, art direction, and content execution across all channels.
TIMELINE
The campaign was developed and executed over the course of approximately five weeks.
OBJECTIVE
To launch Disney x PatPat’s summer family collection with a lighthearted, sun-soaked campaign that highlights connection, play, and matching moments—bringing the idea of a picture-perfect (but real) family vacation to life through colorful, candid storytelling.
TARGET AUDIENCE:
Families with young kids who love coordinated dressing and are drawn to seasonal moments that celebrate connection, fun, and everyday family adventures—especially millennial parents who value style and shareable content.
DELIVERABLES
Final deliverables included still photography, short-form video, and digital assets for web, social, email, and app placement.
cHALLENGES
We had to get scrappy and strategic, framing out less usable areas and leaning into tighter shots, natural light, and layered styling to bring the vacation vibe to life. Despite the setbacks, the team adapted quickly, and the end result captured the heart of what we set out to do: showcase real family connection, summer joy, and the fun of coordinated dressing—even when things don’t go perfectly.
This campaign came with more than its share of curveballs. Just two days before the shoot, our original model family canceled, which meant we had to pivot quickly and cast a new group that still felt cohesive and believable as a real family. It was a scramble—but the final cast brought incredible chemistry and energy to set.
The location was another unexpected challenge. Because it was far from our usual shoot zone, we couldn’t scout in advance—and when we arrived, the space looked nothing like the listing. The styling, lighting, and layout were not ideal for the look we had planned.
creative strategy
Our creative strategy focused on capturing the joy, chaos, and warmth of family trips—the kind where the outfits are coordinated, the snacks are packed, and the memories are messy in the best way.
We leaned into playful movement, bright color palettes, and real interactions to keep the content feeling relatable but elevated. Matching family sets were styled to feel cohesive but not too polished—casual enough for a pool day, cute enough for a photo opp. The goal was to make families want to live in these looks, not just pose in them.
creative execution
We shot on location at a sunny Airbnb, choosing spaces that gave us flexibility to move between poolside, indoors, and outdoor dining scenes. Each setup was designed to reflect an aspect of a family trip—whether it was a post-swim snack, lounging with siblings, or a playful moment with mom and dad.
Styling was layered and relaxed, mixing matching sets with playful accessories to add personality. We directed talent to interact naturally—chasing each other, lounging, hugging, snacking—so the content felt dynamic and emotionally rich. Deliverables included stills, reels, and banner-ready assets across all digital platforms.
SOCIAL CREATIVES
key
takeaways
This campaign reaffirmed that parents connect most with visuals that feel real. Letting kids be kids—splashing, squirming, stealing snacks—gave us content that felt honest and joyful, while still showcasing the versatility of the product.
We also saw the value in using one location creatively and by planning for different time-of-day moments and room setups, we were able to stretch a single shoot into multiple deliverables with distinct looks and energy.
The success of this campaign came down to thoughtful planning, a flexible crew, and a commitment to keeping the content grounded in real family dynamics.
