Anne Pazen - DISNEY PRINCESS REDEFINED

Client: Walt Disney Global Marketing

Concept & Insight, Writing, Art Direction & Design, Digital and Social Activation, Creative Direction through production

I AM A PRINCESS

While the spirit of the Disney Princesses is timeless, Disney Princesses were getting a bad rap. They were viewed as out of touch and irrelevant role models for young girls. So we wanted to remind people that there was more to a princess than a sparkly tiara. Today’s princess is fearless and determined. Kind and compassionate. Strong and smart.

This project is one I am most proud of: As the (only) female creative team member, real experience and my passion for female empowerment, along with additional inspiration from my own incredible daughter and her friends- shaped the work and its success connecting with others around the world.

This video connected with so many, that it was recreated in different languages around the world.

We featured the video on the outdoor LED digital display, at the Disney Store in the heart of Times Square, adding an an estimated 1.5 million impressions each day. We also created digital content for a printed circuit board that told the story of what it means to be princess today, synchronized to video running on the giant screen.

A behind-the-scenes look at the making of the video. We filmed over 30 girls, each and every one a real girl, no actors, being who they are: brave, smart, kind, generous, and sparkling from the inside out.

The Princess Foundation is a program I created for Disney that encouraged girls from all over the world to connect, inspire and empower each other though Disney's global reach and support.

The Inspiration herself accompanying me on location