A series of four commercials for cinema, TV and onlinefor the release of all 52 animated Disney classics, one for every week of the year! The initial brief was to capture the innocent wonder and imagination of a child, but with a cheeky, humorous and contemporary feel. We picked up on the popular meme of Mickey Mouse on a post-it note then doing the rounds.
How to translate this to a funny live-action filmed narrative? With a limited budget, and needing to re-create Scandinavia without travelling much beyond the M25, I came up with a mini-series concept. We would have a little girl who would watch and sketch her family in different scenarios around the home. And in particular we wanted to show the warmth and affection that family members - especially as demonstrated here, brother and sister - have for one another!
We played with the idea of her using technology but research into our target audience – or at least their parents! – revealed that the homely, warm simplicity of a hand drawing, of sketching would not only keep the flavour of the original DIY sketch concept, but also evoke a sense of crafting, simplicity and innocence. For once we could draw on the wholesome idea of kids who could be entertained with just a pencil and paper!
We broke down the stories into four genres: Adventure, Princess, Villain and Hero, casting Dad, Older Sister, Younger brother and Mum in the corresponding roles, to be transformed from the ordinariness of everydayderring do – cycling to work or hosing the lawn, into a knight, a firefighter or a pirate. We found a lovely home literally just the other side of the M25, cast some lovely Nordic-looking English actors and commissioned an illustrator to work on set with us to produce our little girl’s cartoon doodles. The transformations were about to begin!
Each story had developed into a little opening narrative to usher in a voice-over-driven montage of animated Disney footage, with a nice pay-off ‘double-take’ narrative action reveal at the end.
So popular was the idea that we instigated an online competition to win a DVD boxed set!