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Deborah Keaton Disney Present Jim P
Deborah Keaton Disney Present Jim P
Deborah Keaton Disney Present Jim P
Deborah Keaton Disney Present Jim P
Deborah Keaton Disney Present Jim P
Deborah Keaton Disney Present Jim P
Deborah Keaton Disney Present Jim P
Deborah Keaton Disney Present Jim P
Deborah Keaton Disney Present Jim P
Deborah Keaton Disney Present Jim P
Deborah Keaton Disney Present Jim P
Deborah Keaton Disney Present Jim P
Deborah Keaton Disney Present Jim P
Deborah Keaton Disney Present Jim P
Deborah Keaton Disney Present Jim P
Deborah Keaton Disney Present Jim P
Deborah Keaton Disney Present Jim P
Deborah Keaton Disney Present Jim P
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Deborah Keaton Disney Present Jim P

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  • 1. le ha p py o p e creative p deborahkeaton+associates branding | advertising | photo art direction | design 310.823.8380 visit us online at deborahkeaton.com
  • 2. D EBORAH KEATON + ASSOCIATES Instead of boring/impressing you with our imposing clients, our awards and our enviable education (info below for the inquisitive), let’s discuss our work, vision and style. So, here it is: DEBORAH KEATON + ASSOCIATES ADVERTISING + ART DIRECTION + DESIGN CONTACT: IT’S YOURS DEBORAH@DEBORAHKEATON.COm 310.823.8380 This might seem like a smart ass way to get out of writing an intro, but it’s true. The reason companies repeatedly hire us is because we listen to their needs, understand their personality and desires, and artistically, effectively and professionally translate those intangibles into work that they happily call their own. Some designers leave a stamp on their client’s work. We like to leave a smile on their face. Here are a few of the clients we have left smiling: Twentieth Century Fox (Home Entertainment and Searchlight Pictures), Warner Bros. (Consumer Products), The Disney Company (Consumer Products, Walt Disney Records and The Disney Store), Rubin Postaer & Associates, and Ketchum Communications. There are more, but then again this isn’t a client list. If you want to see more, visit us online at deborahkeaton.com And as for Deborah, yes, she graduated from Art Center College of Design, Pasadena. Ask her and she’ll show you the scars sometime.
  • 3. What’ so small about a world s that believes anything is possible? IT’S A SmAll WORlD AFTER All J.C. Penney 2001 Objective: Create a children’s product line and produce an advertising campaign to promote the line available exclusively at J.C.Penney. Solution: A colorful, fun-loving campaign consisting of billboards, kiosks and print advertising, that updated the well-known Small World look from the Disney parks and added freshness to J.C.Penney’s children’s inventory. exclusively at
  • 4. DREAm IT, B E I T. Disney Store: Halloween 2006-7 Dream it. Be it. I m a g I n e that you have the power to unleash dreams. That because of you, a child can live like a pirate, fight like a Power Ranger, dance like a princess or fly like a pixie. When you treat a child to a Disney Store costume you can be sure that every costume is created with the most magical fabrics and trimmings – it’s as though pixie dust has been sprinkled over each one. So let your child’s imagination soar in a costume that will always be treasured. Dream it. Be it. Objective: The Disney Stores were looking for a campaign that would help them “own” Halloween (Disney is make-believe) and help justify the higher prices of their costumes. Solution: By putting the children into the Disney story it leveraged the equity of the Disney properties and made the costumes seem magical – like they could transport a child to a favorite fairy tale. The campaign was so successful it was repeated the following year.
  • 5. WISHES GRANTED DAIlY Disney Store: Holiday 2006-7 Objective: How do you set yourself apart at the holidays when everyone is clamoring for attention? The goal was Our famous extra soft Disney Store to create a call-to-action campaign that wasn’t so and winter white hard-hitting that it lost that magical Disney feel. plush, just in time for holiday hugs. Solution: It all started when we pictured harried shoppers making their way through the mall clutching their loved ones’ wish lists. We wanted to reassure these 12 ©Disney ©Disney Based on the “Winnie the Pooh” works, by A.A. Milne and E.H. Shepard. ©Disney ©Disney Based on the “Winnie the Pooh” works, by A.A. Milne and E.H. Shepard. 13 shoppers that the Disney Store was stocked and ready every day with gifts that were not only fun and imaginative, but could actually make those wishes come true.
  • 6. THE mAGIC OF SPRING Disney Store: Spring 2006 A s the earth heard the foot beats of boys she called to the others, “Take hold!” And when the young ones tumbled into her forests and climbed her trees and shouted to the heavens, she smiled to herself, like a loving mother. 11 ©Disney A true princess never stops dreaming. See what a PRSRT STD US Postage Paid In her world, Disney Store majestic queen roses little pixie 443 South Raymond Avenue Pasadena, CA 91105 POSTMASTER: Please deliver on January 25, 26, or 27. watch over the pink- Objective: dust can do. petal princesses who It had been a goal within the Disney Stores to improve upon the quality and creativity of their products. Bring this coupon dance in the And in the spring of 2007 their goals were realized. They requested two things: a magalog that would highlight to your Disney Store for magical savings. sunshine, the magical feel of the products and a direct-mail piece that would offer a coupon, but still reflect the beautiful Offer is valid from 1/25/07 to 2/25/07 on any single purchase at Disney Store retail locations in North America. Excludes theme park passes, Disney Dollars, gift cards or anticipating look and feel of the spring line. certificates, DVDs, videos, CDs, electronics, phone orders and shipping. Not valid in combination with any other dollar/percentage off offers or prior purchases. Employees the royal ball. of the Children’s Place Retail Stores, Inc., The Walt Disney Company, and their respective subsidiaries and their immediate families are NOT eligible. Coupon has no cash value, may not be copied, and must be relinquished at time of purchase. Not valid on purchases from DisneyShopping.com or at Disney’s Soda Fountain and Studio Store, Studio Store, or any World of Disney locations. Limit one coupon per Guest. Returns and exchanges subject to discount taken at time of redemption. Prices subject to change without notice. Products subject to availability. Coupon may not be purchased, traded, or sold. Internet distribution strictly prohibited. Void where prohibited. Disney Store North America is owned, and under license operated, by a subsidiary of The Children’s Place Retail Stores, Inc. Cast Member: Use PERCENTAGE discount by TRANSACTION CODE: 3215 FOR 15%. Triversity Stores select PROMOTIONAL DISCOUNT 32 from the Tender Menu. Join our mailing list at: www.wishesgranteddaily.com Solution: Be the first to know about exclusive Disney Store news, events and special promotions. We used Disney-like storytelling and highly imaginative images to create an enchanted world that showcased the uniqueness of the products.
  • 7. CARS Disney Store: Direct-Mail Objective: To create a direct mail piece that maximized space (keeping costs down was essential) and made the Disney Stores the go-to place for CARS products. Solution: We made the size constraints work for us by designing the piece to unfold and track in a lively way that was reflective of boy energy (our target). We also filled the piece with as much product as possible showing that the Disney Store had more fun, creative product than anyplace else. This resulted in their most successful promotion to date.
  • 8. SUmmER Disney Store: Summer 2007 Objective: Make summer fresh with a look all its own. Solution: By making each product into its own poster-like visual we were able to highlight the uniqueness of the styles and create imagery that was also highly effective in-store as well.
  • 9. BUIlDING CHARACTER Disney Store: Back to School 2007 CUSTOMIZE It’s all about building character. And a great pair of jeans. choose pick your character create your your gear add-ons own look adventures build character Objective: Introduce a new customizing program for Back to School at the Disney Stores. Solution: The play on words of “character” (Disney characters) and “character” (what Moms hope their kids will develop) made the task of explaining the customizing program more emotional and accessible.
  • 10. SPRING IS WONDERFUl Disney Store: Spring 2008 New friends are wonderful The whole wide world is wonderful Whole new worlds are wonderful Spring is wonderful Objective: Create a campaign that could only belong to Disney. Solution: By emphasizing the “wonder” we were able to show how Disney takes the wonders of spring to a whole new level with flying fairies, woodland creatures and even a little pixie dust. SPRING 2008 BOOk Of DREAMS
  • 11. PRINCESS Objective: To create a look, feel and tone for the Disney Princess brand Solution: An innovative, romantic positioning of the brand. This guide BRAND GUIDE that licensees could use to help solidify the Disney Princess was produced over 5 years ago yet the timeless images are still Disney Consumer Products image. in use by Disney Consumer Products today. BRAND AD Introduction 1 The Guide 3 Product 6 W here would we be without happy endings? Table of Contents he Disney princesses and their fairy tales inspire little girls to dream. Retail Communications Toolkit 12 28 40 Introducing Disney Princess. Everything a princess needs, wants, and has been dreaming about. ©Disney ©Disney ©Disney ©Disney ©Disney 29 Description: Studio QC Sign-Off: Description: Studio QC Sign-Off: MULTI-PAGE LAYOUT No job may route, download or be Description: Studio QC Sign-Off: MULTI-PAGE LAYOUT No job may route, download or be Description: Studio QC Sign-Off: Job # FileName: Version sent for film before obtaining these MULTI-PAGE LAYOUT No job may route, download or be Job # FileName: Version sent for film before obtaining these MULTI-PAGE LAYOUT No job may route, download or be Description: Studio QC Sign-Off: four signatures. Failure to obtain Job # FileName: Version sent for film before obtaining these four signatures. Failure to obtain MULTI-PAGE LAYOUT No job may route, download or be 15073 BinderPage_PrincessGlobal Q7 15073 BinderPage_PrincessGlobal Q3 Job # FileName: Version sent for film before obtaining these this sign-off may result in 15073 BinderPage_PrincessGlobal Q7 four signatures. Failure to obtain this sign-off may result in four signatures. Failure to obtain Job # FileName: Version sent for film before obtaining these Designer Studio Time Date unpredictable results. this sign-off may result in Designer Studio Time Date unpredictable results. 15073 BinderPage_PrincessGlobal Q7 four signatures. Failure to obtain Designer Studio Time Date this sign-off may result in 15073 BinderPage_PrincessGlobal Q7 KB TM 9a 02.15.02 unpredictable results. KB TM 9a 02.15.02 Designer Studio Time Date unpredictable results. this sign-off may result in OP1: MGR: KB TM 9a 02.15.02 OP1: MGR: Designer Studio Time Date unpredictable results. Bleed / Trim / Live OP1: MGR: Bleed / Trim / Live KB TM 9a 02.15.02 OP1: MGR: OP2: DZN: OP2: DZN: KB TM 9a 02.15.02 OP1: MGR: Bleed / Trim / Live OP2: DZN: Bleed / Trim / Live .25" / 8.5" x 11" / — N Verified to Master Vinyl .25" / 8.5" x 11" / — N Verified to Master Vinyl OP2: DZN: Bleed / Trim / Live .25" / 8.5" x 11" / — OP2: DZN: CYAN MAGENTA YELLOW BLACK N Verified to Master Vinyl CYAN MAGENTA YELLOW BLACK .25" / 8.5" x 11" / — N Verified to Master Vinyl .25" / 8.5" x 11" / — CYAN MAGENTA YELLOW BLACK CYAN MAGENTA YELLOW BLACK N Verified to Master Vinyl PMS ### PMS ### PMS ### PMS ### PMS ### PMS ### PMS ### PMS ### PMS PMS PMS PMS CYAN MAGENTA YELLOW BLACK ### ### ### ### PMS ### PMS ### PMS ### PMS ### Film Type: Linescreen: Master Used Film Type: Linescreen: Master Used PMS ### PMS ### PMS ### PMS ### Film Type: Linescreen: Master Used Film Type: Linescreen: Master Used — — — — — — Film Type: Linescreen: Master Used — — — — — — Printer Location Printer Location — — — Printer Location Printer Location — — — — Printer Location — — *Film Types (ND=NegsDown, NU=NegsUp PD=PosDown, PU=PosUP) — — *Film Types (ND=NegsDown, NU=NegsUp PD=PosDown, PU=PosUP) *Film Types (ND=NegsDown, NU=NegsUp PD=PosDown, PU=PosUP) — — *Film Types (ND=NegsDown, NU=NegsUp PD=PosDown, PU=PosUP) *Film Types (ND=NegsDown, NU=NegsUp PD=PosDown, PU=PosUP) THE END INTRODUCTION ABOUT THIS GUIDE PRODUCT Not for exam back illus What we have here is a brand with endless possibilities LE a By p (our version of a dream come true.) Because we think of Disney as in oppo dise Princess as a lifestyle brand —a brand that's part of a girl’s tips. way hopes and dreams . ✦ And that's the reason we created this This featu guide. After all, when we begin to integrate more and more favo not plan product into this little princess’s life, it’s essential that everything has a consistent look and feel. ✦ So as you’re creating product, packaging, retail signage, or advertising, let the contents here guide you. The color palette, tone, typeface, and photography should all be shared. ✦ By supporting the brand this way, it means that whenever a little girl sees Disney nce Upon A Time begins nd now, let us go forth Princess, she’ll feel that magic—that tingle of possibility. with costumes, party goods, dolls, to spread happiness and joy apparel, toys, and home décor. throughout the kingdom. ©Disney ©Disney ©Disney ©Disney ©Disney 21 50 3 Description: Studio QC Sign-Off: Description: Studio QC Sign-Off: Description: Studio QC Sign-Off: Description: Studio QC Sign-Off: BINDER TAB LAYOUT — FRONT TAB No job may route, download or be MULTI-PAGE LAYOUT No job may route, download or be MULTI-PAGE LAYOUT No job may route, download or be MULTI-PAGE LAYOUT No job may route, download or be Job # FileName: Version sent for film before obtaining these Job # FileName: Version sent for film before obtaining these Job # FileName: Version sent for film before obtaining these Job # FileName: Version sent for film before obtaining these 15073 GateFold_Temp Q6 four signatures. Failure to obtain four signatures. Failure to obtain four signatures. Failure to obtain four signatures. Failure to obtain this sign-off may result in 15073 BinderPage_PrincessGlobal Q5 15073 BinderPage_PrincessGlobal Q3 15073 BinderPage_PrincessGlobal Q7 Designer Studio Time Date this sign-off may result in this sign-off may result in this sign-off may result in unpredictable results. Designer Studio Time Date unpredictable results. Designer Studio Time Date unpredictable results. Designer Studio Time Date KB TM 9:30a 02.15.02 unpredictable results. OP1: MGR: KB TM 9a 02.15.02 KB TM 9a 02.15.02 KB TM 9a 02.15.02 OP1: MGR: OP1: MGR: OP1: MGR: Bleed / Trim / Live OP2: DZN: Bleed / Trim / Live Bleed / Trim / Live OP2: DZN: OP2: DZN: Bleed / Trim / Live OP2: DZN: .25" / 9" x 11" / — .25" / 8.5" x 11" / — N Verified to Master Vinyl .25" / 8.5" x 11" / — N Verified to Master Vinyl N Verified to Master Vinyl .25" / 8.5" x 11" / — N Verified to Master Vinyl CYAN MAGENTA YELLOW BLACK CYAN MAGENTA YELLOW BLACK CYAN MAGENTA YELLOW BLACK CYAN MAGENTA YELLOW BLACK PMS PMS PMS PMS ### ### ### ### PMS ### PMS ### PMS ### PMS ### PMS ### PMS ### PMS ### PMS ### PMS ### PMS ### PMS ### PMS ### Film Type: Linescreen: Master Used Film Type: Linescreen: Master Used Film Type: Linescreen: Master Used Film Type: Linescreen: Master Used — — — — — —
  • 12. DISNEY STORE mAGAlOG REDESIGN PREmIER ISSUE Disney Store: Spring 2006 Objective: We were given the task of completely redesigning the look of the Disney Store magalog to reflect the quality and image synonymous with the Disney brand. Solution: We created a lifestyle-based book, with storytelling framing the product.
  • 13. 102 REASONS TO CElEBRATE Disney Store: Holiday 2000 Objective: Produce a holiday campaign for the Disney Stores that centered on gift-giving and also focused on the Dalmatians property and the release of the 2000 live action film, “102 Dalmatians.” Solution: One of the most successful campaigns ever, in addition to winning numerous industry awards, the campaign was extremely effective and was later used as a model by several other retailers over the next few years (!). Of course we think that theirs didn’t quite hit the spot (sorry) like Disney’s.
  • 14. With the right wardrobe, the world is her kingdom. SUmmER mAGAlOG AND SWEEPSTAKES Everything you need for Goofying around this summer. Disney Store: Summer 2008 Objective: The challenge was to ensure that the magalog succeeded as a sales tool highlighting the sweep- stakes offered by the park without overshadowing the Disney Store summer product line. Solution: Through the creative use of photo retouching It’s all about making their hearts race. and images shot at the park, we were able to cre- ate magical summer moments with the charac- ters in some unexpected places. These images were used for the magalog, instore and online. A perfect backyard gathering. It’s a Minniecome true. dream
  • 15. b. TWEENS! Disney Store: Back to School 2007 One day she’s wishing, on a star. Spring, Summer 2008 The next day she is one. d. Objective: Present all of the wonderful product created around the hugely-successful Hannah Montana and High School Musical properties. Solution: Recreate the excitement and emotional moments of the shows while highlighting the products.
  • 16. WAlT DISNEY textiles SIGNATURE COllECTION décor FOR DRExEl HERITAGE home theatre Disney Consumer Products: 2006-7 Living lighting bathroom suite hardware living room Fantasia was one of Walt’s greatest masterpieces. Leaving no detail to chance, he commissioned artists to paint pictures of nature that the The f irst man who sat in this chair won 32 Academy Awards . ® animators could then study and use to help create the most realistic scenes possible. This concept ar t, as seen here, recently became the inspiration for the Inspired by a man who color palettes and fabric design for our spring line of home furnishings changed the world. created in partnership with Drexel Heritage. Presenting the Studio Swivel Desk Chair. Par t of the Studio Collection inspired by Walt Disney’s life at wor k. Available exclusively through Drexel Her itage . What kind of wor ld do you want to create? Objective: To introduce a new brand of high end furniture and accessories and to explain why this product line was being created. In 1939 Walt Disney made history by constructing a post moderne state-of-the-ar t studio. The result was a beautiful Solution: campus for ar tists and others to enjoy and be inspired by Because this pieces would be used for both the consumer and potential licensees, it was when they weren’t working. important to illustrate Walt’s creative genius. The message was then tailored to the consumer, “What kind of world do you want to create?” and to the trade, “Inspired by a man who changed the world.”
  • 17. ABC SOAP OPERA STYlE GUIDE Disney Consumer Products Objective: To leverage the popularity of the ABC daytime soap operas into consumer products. Solution: A wild, creative and extensive guide that captures the essence of each ABC property and maximizes their product potential.
  • 18. WE BElIEVE Disney Store (Proposed) she can fly, she can fly, We believe she can fly. sometimes you need a Fairy Godmother. Griffin, Leland, Holden & Brandon Fraser We believe in never growing up. Sam, Aquinnah, Esma, Schuyler and Michael J. Fox For the greatest dreamers in the world For the greatest dreamers in the world Objective: To create a campaign using celebrities that would elevate the Disney Store brand and give it high visibility. Solution: A series of ads featuring people who dream for a living endorsing the “dream makers” at the Disney Store. Thus the implied benefit: if beloved high-profile parents approve of the products for their children so should you. {Laird, Reece Hamilton and Gabrille Reece} Toys, fashion, costumes and gifts for the greatest dreamers in the world

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