Disney

Frozen has its own Facebook and Instagram, and Anna, Elsa and Olaf each have a Facebook page too. Five years after the film came out, Disney wanted every one of them refreshed for the summer and kept busy after that. The work went out in four drops between June and August. Some of it was built from the Frozen style guide, some was pulled straight from the film, and some was original art made just for the feeds. The calendar brought its own moments: Anna's birthday lands on the first day of summer, and National Best Friends Day belonged to Kristoff and Sven. These are fans who already know every scene by heart. So how do you keep the same film feeling new, week after week?

We started with a profile refresh: new profile pictures and summer covers for every page, and highlight covers for Instagram Stories. Then we built series that could run for weeks. Frozen Parallels, pairing two moments from the film that mirror each other. Story to final, playing a scene's storyboard above the finished shot. Film snapshots, where a scene is held up like a photo against a real place. Holiday posts and quote cards filled in the calendar between them.

This was the Disney Parks Facebook app, made for fans who couldn't be at the park. It opened on Disneyland's illustrated map, and you could click almost anywhere on it. Pick the Haunted Mansion and you saw what people were saying about it and how many had been there. Other spots opened an event, like the Run Disney races, or a video, like Darth Vader arriving for the new Star Tours. A park panel had the day's hours, the weather and photos. It was a way to walk around Disneyland from home.

To bring people back, we added light game pieces. Checking in at a spot on the map earned a pin (the Haunted Mansion gave you the Spooky Pin), and the collection showed which ones were still missing. A quiz asked a few questions and told you which land you belong in, ready to post to your timeline. For anyone who wanted the real thing after that, tickets were one click away.