disney+

a brainstorm brainstorm

A pandemic pivot that expanded our definition of inclusive design.

adapting to the new normal

Like many, our team struggled with navigating remote creative collaboration. Brainstorming over Zoom couldn’t match the energy of an in-person white-boarding sesh. Brainstorms in general can be intimidating. One or two big voices do all of the talking, and you’re left with a room full of people who don’t feel comfortable (or even motivated) to speak up.

As a group, we talk a lot about accessible design and creating content that’s inclusive for our audiences. We wanted to take a step back and look at inclusivity not just in the work we create, but in how we create it. It was time for a brainstorm… brainstorm.

What’s fair game in the first round of brainstorming?

1-2 sentence
elevator pitch

visual
reference

gamification
idea

creative
hook

social media
example

copy
line

animation
element

mood
board

What should we avoid?

fancy, polished,
fully-designed concepts

To avoid unnecessary work, keep a level playing field, and keep it collaborative.

Getting creative with process

We reimagined the traditional brainstorm to make sure inclusivity was at its core, so that everyone (introverts, extroverts, regardless of job title or time zone) could contribute in a way that works for them. The system’s not only scalable, repeatable, and efficient, but it also allows us to evaluate at the early concept level which ideas best ladder up to the strategy and which will drive the most sign-ups for Disney+. 

spoiler alert. it worked.

  • Record-breaking increases in Disney+ sign-ups

  • Positive sentiment and acknowledgement within the marketing community

  • Concepts that reach more diverse audiences

  • Higher volume of work with more efficient effort

  • Increased team engagement, confidence, and excitement

the proof’s in the work

Just a few of our top performers for TikTok and Snapchat that left audiences wanting more.

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