Marketing Report
Disney partners with Balmain in a campaign to celebrate ‘The Lion King’ at 30

Disney partners with Balmain in a campaign to celebrate ‘The Lion King’ at 30

It has been 30 years since the release of the original Lion King. To celebrate this milestone anniversary, Disney teamed up with Balmain to release a collection using the seminal animation as inspiration. JAM Pictures were the official production partners.

For Olivier Rousteng, creative director of the French fashion house, it was an opportunity to rekindle his childhood love of the film and explore the rich cultural heritage of the African roots of the film.

Olivier had recently discovered African heritage via his biological parents, and that made his visit to South Africa, where the film was shot, even more special and moving.

The film was directed by Femi Oladigbolu, who partnered with JAM Pictures to bring Olivier’s journey, and the incredible new collection to life.

The result was a beautiful fashion film filmed over two days in South Africa in a variety of locations, featuring 30 models from all over Africa.

The film premiered at a sold out Royal Albert Hall before a screening of The Lion King with music by a live orchestra and choir. Little Mix’s Leigh-Anne Pinnock appeared as a surprise guest to sing ‘Can you feel the love tonight’

JAM ran three units over the two days to complete the film. A main Unit which outputted the hero Film and all accompanying Digit and Social assets.

A Stills Unit, headed by JAM Pictures’ founder and photographer Joel Anderson which sent out all the campaign stills, and a BTS unit which provided Behind the Scenes footage that went out to countless publications worldwide. The myriad of global assets they delivered included specs for the Royal Albert Hall, Times Square New York, Hong Kong DOOH, as well as all Digital,  Social and streaming platforms.

The shoot featured in an ABC special called ‘Meet the Creators’ about Olivier Rousteng’s creative process.

Mark Dymond, creative director, JAM Pictures: ‘It was such a great pleasure to partner with Disney on this project. From the outset they set such high creative ambitions for us. This ambition was continued by the brilliance of Femi Ladi, whose treatment blew Disney and Balmain away, and whose vision and talent (and infectious laugh) spearheaded a magical shoot that became an exercise in creative filming logistics. Dunes, Savannahs, Forests and a village. It was a special time.’

Joel Anderson added, ‘As we watched those models walk across the ridge of the dunes at sunset on our first day, there was a real sense that something incredible was being made. It was such a great cut-to to the Royal Albert Hall to celebrate the evening with the amazing Disney producer Keerthi Suresh who brought us on to the project, and the rest of the Disney team.’