Billboards
Walt Disney World Resort
© Disney
How do you make a billboard feel like part of the Disney experience?
PROJECT OVERVIEW
Disney’s billboards are more than large-scale advertisements—they are part of the storytelling landscape guests experience before they ever step inside a park.
I worked across a range of Disney billboard projects, developing creative concepts and storytelling that had to communicate quickly, capture attention at a large scale, and feel unmistakably Disney.
Each project required balancing brand storytelling with the realities of an outdoor environment. The creative had to work from a distance, communicate in seconds, and remain visually engaging within the larger landscape of Disney property.
I collaborated with creative, design, marketing, and production partners to develop billboard concepts, messaging, visual direction, and guest-facing storytelling. The work challenged me to think about how a story changes when it moves from a page or screen into a physical environment—and how a single image or line of copy can create a moment of anticipation for guests on their way to the magic.
DESIGN CHALLENGE
The challenge was to create billboard creative that could capture guests’ attention quickly while communicating a clear message at a massive scale. The work needed to be visually engaging from a distance, easy to understand at a glance, and consistent with the larger Disney brand and guest experience.
At the same time, each billboard had to work within a physical environment filled with competing visual information. Creative decisions around imagery, typography, messaging, composition, and scale all had to work together to make the story immediately recognizable and memorable.
The goal was to turn a traditionally advertising-focused format into another opportunity for storytelling—creating moments that could build anticipation and excitement before guests even reached the parks.
MY ROLE
Story Development
Developed the storytelling approach for Disney billboard campaigns, finding ways to communicate a clear idea and capture the feeling of the Disney experience in a single, highly visible moment.
Writing
Wrote headlines, taglines, and supporting copy designed to be understood quickly from a distance while still feeling playful, memorable, and distinctly Disney.
Creative Concepts
Collaborated with artists and creative partners to develop concepts that brought words and visuals together, shaping the overall composition and ensuring the storytelling worked as one cohesive idea.
Creative Direction
Helped guide the creative from initial concept through execution, balancing storytelling, brand standards, visual impact, and the practical realities of large-scale outdoor advertising.
RESULTS
Built and strengthened corporate alliances by creating high-visibility out-of-home experiences that brought partner brands into the Disney environment.
Created opportunities for corporate partners to see their brands integrated into the Walt Disney World guest landscape in a distinctive and memorable way.
Extended the impact of billboard campaigns beyond the physical placements by creating shareable moments that encouraged guests and partners to engage with and photograph the work.
Helped turn OOH placements into opportunities for brand visibility, corporate alliances, partner engagement, and social amplification.
Speedway Rest Station Billboards
Speedway near Magic Kingdom Park, Walt Disney World Resort
© Disney / © Speedway
Cuties Mandarins Billboard
Disney’s Hollywood Studios
© Disney / © Cuties