Shanghai Disneyland

Shanghai Disneyland was Disney’s first resort in mainland China, and a cultural milestone with global stakes. Nothing could be left to chance. Starting well before the grand opening, we were brought in to support the broader launch across channels and partners: developing campaigns, building and training internal creative teams and guiding local agencies so every contributor clearly understood the Disney voice. That included the social-first “#D1 - My First Time” campaign, which helped turn the opening into a living story that traveled organically across platforms and into the daily rhythms of Shanghai culture.