The Walt Disney Company
Disney’s Future of Family. One idea. National rollout.
Work Delivered:
Campaign Concept
Narrative Development
Campaign Concept
Copywriting
Art Direction
High-impact delivery
Summary
Partnered with Optic Nerve to concept the film’s core message system and develop, The Future of Family, the official movie slogan adopted across Disney’s full campaign ecosystem.
About the Optic Nerve Engagement
Optic Nerve was a full-service entertainment and outdoor agency working with major studios across Los Angeles. They specialized in big-format creative, theatrical advertising, and campaign storytelling at city scale.
I was brought in as an art director and writer to define the campaign idea, build the message system, and create the visual language the film would carry everywhere. The work included concepting, storyboard direction, tagline development, and shaping the narrative structure used across large-format placements.
My scope included:
• Creative concept development
• Narrative and message architecture
• Copywriting and slogan creation
• Art direction for large-format OOH
• Cross-platform UX and visual frameworks
• Campaign strategy and communication hierarchy
• Consistent identity across outdoor, digital, and theatrical assets
Optic Nerve drove production at scale. I built the creative strategy and messaging system that carried across formats and markets.
Campaign Story
Disney needed a single idea that could anchor the entire marketing push for Meet the Robinsons. The line had to translate across billboards, transit shelters, digital ads, theatrical standees, and retail environments. It needed to communicate fast at a distance and still land emotionally in trailers and close-up formats.
The Line
I wrote the film’s official slogan:
“Meet the Future of Family”
Disney used it everywhere. Outdoor. In-theater. Retail. Digital. The line became the tonal anchor for every creative team working on the film.
The Creative System
Once the line was locked, I helped shape the visual and narrative rules that carried the campaign across formats. Message hierarchy, tone, and layout logic were defined so every asset felt like it belonged to the same world.
Key Executions
Large-format city wallscapes
Concept and copy direction for metro-scale displays designed to cut through dense urban environments.
Street-level transit shelters
Messaging and tagline system adapted for high-foot-traffic placements.
Highway billboards
Creative direction for high-impact boards across key markets as part of the national spend.
Retail and theatrical extensions
Tone and copy carried across in-store displays, theatrical standees, and digital assets.
Key Results
Official movie slogan adopted across all channels
$6.5M national outdoor campaign
Millions reached nationwide
Consistent identity across outdoor, digital, and theatrical
Strong cross-market saturation
The Impact
The creative and message systems drove a cohesive national campaign with multi-million reach across top markets. The slogan unified the entire rollout, giving the film a single identity across outdoor, digital, and theatrical placements.
Role
Art director and writer contracted through Optic Nerve. Responsible for campaign concepting, slogan creation, message direction, and visual narrative for the national rollout of Disney’s Meet the Robinsons.
Partnered with Optic Nerve in Los Angeles to concept and build the creative foundation for Disney’s campaign for Meet the Robinsons. Developed the film’s official slogan, Meet the Future of Family, and shaped the visual and narrative direction used across outdoor, theatrical, and digital.