Edna - MyMagic+

MyMagic+ was Disney’s bold reinvention of the guest experience at Walt Disney World, connecting planning, access and personalized magic through the My Disney Experience app and MagicBand. With a new system this powerful, the challenge wasn’t just explaining what it did. It was making guests excited to use it. We created a series of animated films featuring Edna Mode, Disney’s most iconic no-nonsense designer, to introduce MagicBands, deliver in-app tutorials and turn “how it works” into something guests actually wanted to watch.

MyMagic+ :30 / Welcome video introducing MyMagic+ to Disney Resort guests.

MyMagic+ Tutorial / Edna reveals the powers of MyMagic+ and the MagicBand, with style.

MyMagic+ Explainer / Edna brings MyMagic+ to life, turning tech into Disney magic.

Go behind the scenes with Fugitives & the crew that brought Edna to life.

The films helped translate a massive new technology platform into a simple, character-driven story that made adoption feel effortless and fun. As MyMagic+ rolled out across Walt Disney World as a $1B+ resort-wide system, the Edna series helped bring the magic to life with humor, clarity and a little perfectly-timed attitude.

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