2018 Golden Trailer Winner
Most Innovative Advertising for a Feature Film
Client: Walt Disney Studios, 2017
Pixar is legendary, making the ordinary such as toys, cars, and fish feel alive and full of magic. For this series of social postings for Pixar’s Coco, we wanted to push the boundaries of the ordinary social experience and put users in the director’s seat.
Using Instagram Stories, we added a layer of interactivity to a virtual studio tour, allowing users to choose which destination they wanted to visit next. By giving users the freedom to move through more than 30 unique paths, we introduced the illusion of choice, pushing the mechanics of the medium beyond their intended use. This approach encouraged repeat viewing and organic engagement, while staying true to Pixar’s magical storytelling mechanics.