AULANI, A DISNEY RESORT & SPA IN HAWAI‘I
Aulani Time
An elegant alchemy of two world-renowned brands powerful enough to break the bonds of time.
The campaign launched with this spot during ABC's Disney Holiday Special and continued across streaming, social, display, email and just about everywhere else.
Elegant Hawai‘i
To define a visual direction for this campaign, we developed a visual style that leaned into the luxury of the resort while maintaining its Hawaiian heritage and family focus.
Elegant.
Soft but exciting, Aulani should always feel subtly premium. Avoiding feeling braggadocious or unattainable, a sense of family fun and lightheartedness should still come through even in the most luxurious of scenarios. Movement should frequently play a role to help each image feel more like a captured moment in time.
Hawaiʻi.
A natural balance of colors allow us to authentically see the beauty and vibrancy of each moment. It is the sum of a moment’s parts that bring out the true beauty of that moment.
To incorporate this approach in the animated parts of the campaign, we took a unique color approach to the classic "Mickey and Friends" cartoons, while integrating many of the real textural elements of the resort such as plant life and wood textures.
With some of American Idol Season 22 shooting at Aulani, our synergy team was able to help us infuse the campaign's language into the moment on TV and social media with stars like Jelly Roll and Ryan Seacrest.
