The event was the work of many Disney folks. Special events director Barb Centrella and event manager Debby LeBlanc from Walt Disney World coordinated logistics for the media event, and David Duffy, show director for Walt Disney, served as the overall artistic director. Steve Secor and Rob Hamberg, both producers with Walt Disney Entertainment, assisted in creative production for the entertainment and marketing collaboration.
The load-in for the Wednesday evening event began on Monday. (In fact, to secure the building and not allow anyone a glimpse at the new campaign, security firm Meyerson Associates kept an eye on the perimeter of Skylight in the days before the launch.) Within the space, the Disney team set up seven distinct artistic creations—a teacup ride like the ones in the parks, a large Disney sand castle installation, artist Trevor Carlton's painting station (where he created a portrait of Mickey Mouse during the event), and a staged area with motionless actors recreating a moment of enjoyment at a Disney park.
There was also a collage wall of real letters from parents and children to the company, as well as various Disney characters. Videos showed an amalgam of visitors' home movie clips, and there was also a large mobile in the center of the main space that showed off Disney moments, like children enjoying rides and dancing with Cinderella.
A curtain opened about an hour into the event to reveal a large theater area complete with a stage, and Jay Rasulo, chairman of Walt Disney Parks and Resorts, gave a talk (which was simulcast to journalists in Los Angeles) about the Disney brand identity and the "Where Dreams Come True" message. Rasulo introduced Annie Leibovitz as a new member of the campaign's creative team, and the photographer talked about her childhood memories of Disneyland.
—Mark Mavrigian
Posted 06.14.06
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