Disney+ revives storytelling magic

Disney+ has launched the next phase of its A Lifetime of Great Stories brand platform with a new campaign developed by agency partner VCCP, aimed at reinforcing the streaming service’s long-standing association with storytelling across generations.

The campaign centres on a cinematic film titled Under The Bed, which follows the evolving relationship between one viewer and the stories they watch throughout different stages of life, positioning Disney+ as a constant presence across childhood and adulthood.

Campaign explores storytelling across generations

Directed by Stefanie Soho through Smuggler in collaboration with VCCP’s content studio Girl&Bear, the 60-second film follows a young boy growing up with different forms of entertainment, from animated family films to drama and science fiction titles available on Disney+.

The narrative references content including Monsters, Inc., The Sixth Sense, The Walking Dead and Alien: Earth.

The film was shot on 35mm to create a cinematic visual style and features a reworked version of Vampire by Olivia Rodrigo as part of the soundtrack.

Disney+ focuses on evolving audience habits

Emma Quartly, Vice President of Marketing, Disney+ EMEA: “This next chapter of ‘A Lifetime of Great Stories’ builds on what we’ve already started, keeps storytelling at the heart of Disney+, and reflects how it’s home to both stories for families and for adults. It’s something we’ve developed closely with our creative agency, VCCP, and with our wider team.”

Emma Quartly: “At its heart, the campaign is about the enduring nature of a great story, the way it can shape us, and the evolution of the stories we encounter at different stages of our lives. With Under The Bed, director Stefanie Soho brings that idea to life in a way that feels both cinematic and grounded in reality.”

Director highlights emotional realism

Stefanie Soho, Director: “When I first got the script, I immediately had that slightly embarrassing thought of, ‘Oh god… I still kind of do this.’ That feeling of being shaped by the stories you grew up with never really leaves you, and that’s what made this brief so special to me from the start.”

Stefanie Soho: “Everyone wanted to make something cinematic, but still grounded enough that people would genuinely recognise themselves in it. That’s a pretty rare combination, and I loved every second of it with the best team I could have wished for.”

Campaign rolls out across EMEA

The campaign launched across EMEA markets, debuting in European Union territories from 20 April and in the UK from 1 May. Media activity spans television, video-on-demand, cinema and social platforms, with planning and buying handled by Publicis Imagine.

Disney+ said the campaign also highlights a broader mix of family, entertainment and sports content available on the platform, including titles such as The Testaments, Only Murders in the Building and Rivals.

www.disneyplus.com

www.vccp.com

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