havas Content printed form Havas - The Download - https://download.havas.com/behind-the-work/where-magic-gets-real/
Work

Where Magic Gets Real

Where Magic Gets Real

Michael Carnevale

Michael Carnevale

February 4, 2019

This adorably adventurous duck will steal your heart over and over again.

"We collaborated closely on cutting the film to make sure the story and the emotions of the script really came through..."

Antoinette Beatson, Executive Creative Director at BETC Paris, and Christophe Clapier, the agency’s Creative Director, pull the creative curtain back on their masterful CGI duckling and guerilla-marketing tactics. Plus, they share what’s next for Disneyland Paris’ latest campaign.

 

Describe the brief from Disney.

We were asked to develop a film promoting the Disney brand values and its new signature: “Where Magic Gets Real.”

We decided to push a script based on meet and greets because, beyond the attractions, it’s the promise of meeting the Disney characters that pulls the most visitors to the park and makes it so magical.

Give us some insight into the storyboarding process for this spot.

As soon as the script was ready, we asked Unit Images to work with us on the project. We know them well, and for us, they are among the best at CGI. We collaborated closely on cutting the film to make sure the story and the emotions of the script really came through, both in the 40-inch and the 60-inch format. The most challenging was the design of our little duckiewe tried at least 20 different styles before we were happy with how he looked. We were simply trying to resemble the proportions of a real, cute-as-can-be duckling. Nature does things well!

Did you consider other Disney characters before deciding on Donald Duck?

From the start, he was a little duck dreaming about Donald Duck. In the previous ads, it has often been Mickey Mouse getting the spotlight. However, Mickey just celebrated his 90th birthday, and we’ve seen him in dozens of brand partnerships. It was Donald’s turn to shine.

"It was simply too challenging to train a duckling, so we had to surrender and turn to technology."

Why use CGI?

The actions of the script were very precise: the duckling had to hold a magazine, read it, and even imitate Donald Duck. It was simply too challenging to train a duckling, so we had to surrender and turn to technology.

Moreover, ducklings are yellow at birth. We wanted a white duckling to accentuate how he identified with Donald Duck.

Why did you tease out this spot in the Paris Park and on social media first, and then release it online on Christmas Day?

We wanted to activate the fans before the launch of the spot. They are completely crazy when it comes to Disney. The film had even more impact with those who had seen the little duck’s WANTED poster.

Can we expect more of these types of stories with other characters?

It wasn’t the original idea, but why not? The film is experiencing phenomenal viral success in France and abroad. If Disneyland Paris is onboard, we would be more than excited to develop other CGI stories around “Where Magic Gets Real.”

"We collaborated closely on cutting the film to make sure the story and the emotions of the script really came through..."

Antoinette Beatson, Executive Creative Director at BETC Paris, and Christophe Clapier, the agency’s Creative Director, pull the creative curtain back on their masterful CGI duckling and guerilla-marketing tactics. Plus, they share what’s next for Disneyland Paris’ latest campaign.

 

Describe the brief from Disney.

We were asked to develop a film promoting the Disney brand values and its new signature: “Where Magic Gets Real.”

We decided to push a script based on meet and greets because, beyond the attractions, it’s the promise of meeting the Disney characters that pulls the most visitors to the park and makes it so magical.

Give us some insight into the storyboarding process for this spot.

As soon as the script was ready, we asked Unit Images to work with us on the project. We know them well, and for us, they are among the best at CGI. We collaborated closely on cutting the film to make sure the story and the emotions of the script really came through, both in the 40-inch and the 60-inch format. The most challenging was the design of our little duckiewe tried at least 20 different styles before we were happy with how he looked. We were simply trying to resemble the proportions of a real, cute-as-can-be duckling. Nature does things well!

Did you consider other Disney characters before deciding on Donald Duck?

From the start, he was a little duck dreaming about Donald Duck. In the previous ads, it has often been Mickey Mouse getting the spotlight. However, Mickey just celebrated his 90th birthday, and we’ve seen him in dozens of brand partnerships. It was Donald’s turn to shine.

"It was simply too challenging to train a duckling, so we had to surrender and turn to technology."

Why use CGI?

The actions of the script were very precise: the duckling had to hold a magazine, read it, and even imitate Donald Duck. It was simply too challenging to train a duckling, so we had to surrender and turn to technology.

Moreover, ducklings are yellow at birth. We wanted a white duckling to accentuate how he identified with Donald Duck.

Why did you tease out this spot in the Paris Park and on social media first, and then release it online on Christmas Day?

We wanted to activate the fans before the launch of the spot. They are completely crazy when it comes to Disney. The film had even more impact with those who had seen the little duck’s WANTED poster.

Can we expect more of these types of stories with other characters?

It wasn’t the original idea, but why not? The film is experiencing phenomenal viral success in France and abroad. If Disneyland Paris is onboard, we would be more than excited to develop other CGI stories around “Where Magic Gets Real.”

contact our office

Call:

Stop by:

Connect: