Disney | #Be100

Creative Direction | Brand Strategy | Integrated Campaign

Overview
Disney Dreamers Academy empowers young people to explore their potential through mentorship, career discovery, and experiences at Walt Disney World.

Built around the idea #Be100, the campaign encouraged teens to pursue their ambitions with confidence and give their dreams everything they've got. As Executive Creative Director, I led the creative direction of an integrated campaign spanning social media, print, and brand experiences, connecting Disney's storytelling with the Academy's mission to inspire the next generation.

The campaign brought the idea to life across communications and the Disney park experience, where students connected with motivational speakers, celebrities, and career mentors.

Innovation and Impact

• #Be100 Creative Platform: Developed an aspirational campaign idea connecting personal ambition with the Disney Dreamers Academy experience.

• Integrated Storytelling: Extended the campaign across social media, print, and branded experiences.

• Experiential Learning: Connected the campaign to immersive educational experiences at Disney theme parks.

• Youth Engagement: Used motivational storytelling to encourage career exploration, confidence, and personal growth.

Key Roles

• Executive Creative Director: Jarek Carethers

• Associate Creative Director: Tiffanni Spann

• Senior Writer: Alejandro De La Villa