Fugitives, in collaboration with Disney's Yellow Shoes rebranded the weddings and honeymoons division. We decided to let the emotional moments speak for themselves. The result is real and honest, allowing the details and authentic emotion to shine through.
THE BRIEF:
In terms of being particular and unrelenting, there is no customer that even comes close to a bride-to-be. Mention Disney Weddings to these brides-to-be and you'd hear the expected responses: it seems pre-packaged. Cheesy. Is Mickey Mouse going to marry us?
And the marketing only reinforced these perceptions. As a brand, they'd been successful with Disneyphiles and that's it. But they were looking to expand beyond that small segment. They wanted to prove to modern brides that they could fulfill their dreams of a special, unique and own-able wedding.
THE SOLUTION:
Show them.
We hired documentary filmmakers and photographers to follow actual couples for days leading up to their Disney wedding. Then we let the emotional moments we captured speak for themselves. The result is work that is real and honest, allowing the details and authentic emotion to shine. The use of color was essential to help unify the visual story and draw attention to key moments in the piece. Originally composed music helped to create an emotional through-line.
