CHOOSE KINDNESS

Disney’s Choose Kindness initiative aims to position the brand as not only a source of entertainment, but an ally that understands and supports the challenges today’s youth face. Traditionally delivered through live spots, articles, and short social videos, this year’s campaign took a fresh direction. Our team developed a reimagined content strategy, embraced creative risks, and produced longer-form, more meaningful pieces designed to be engaging, shareable, and adaptable across ABC, Freeform, Disney Channel, and Disney XD. The result was a more resonant campaign, stronger audience connection, excited talent, and content that genuinely helped make the internet a kinder place.