Disney Lilo & Stitch
Live Action Movie
Launch

Overview

Bridging Generations Through Nostalgia

In May 2025, Disney launched the live-action adaptation of the beloved animated classic "Lilo & Stitch." This project aimed to resonate with a multi-generational audience — appealing to both long-time fans and newcomers exploring the world of Lilo and Stitch for the first time.

The challenge was to create engaging video content that would highlight the excitement of the film and drive traffic to Disney's storefront on Amazon and across social media. We needed to produce two distinct versions: one generating excitement for the film, another with a clear CTA to drive purchases.

The Strategy

Nostalgia as Strategic Device

My team pitched a concept built on nostalgia — bridging the gap between generations and finding a new way of storytelling: revisiting a classic and continuing its legacy. We wanted to acknowledge the original fans while capturing new ones.

The story follows a young woman opening a box of childhood memories, rediscovering her Lilo & Stitch toys. Each item triggers nostalgic moments, culminating in excitement for the new live-action movie — showing how beloved stories grow with us.

Emotional arc: Curiosity → Recognition → Nostalgia → Joy → Excitement → Belonging

Creative Leadership

End-to-End Ownership

I led the full creative process — from developing the dual-audience strategy and designing multi-platform content architecture, to pitching two concepts to the Disney Brand Team and serving as studio liaison throughout production.

I selected specialists with entertainment brand experience, approved all creative concepts balancing nostalgia with contemporary appeal, and maintained final approval on every asset before client delivery. Disney premium brand standards were non-negotiable.

Performance

Results That Proved the Concept

Nostalgic storytelling drove a +136% impression growth through social sharing and dual-audience appeal. The 3% CTR — above category standard for entertainment content — demonstrated strong message resonance and effective call-to-action. 30K iOPS signalled high interactive engagement and strong intent to purchase.

The campaign ranked #2 on the Amazon homepage, validating the creative concept against all major competing campaigns running simultaneously.

Impact

A Blueprint for Legacy IP

This project proved that emotional connection converts better than promotion. The framework applies to any beloved property getting modern treatment — Star Wars, Marvel, classic animations. It became a proof case for emotional storytelling in product marketing and a template for future relaunch campaigns.

It also demonstrated that you don't always need to choose between audiences. We can design for both — speaking authentically to multiple generations when shared emotional themes like love, belonging, and joy are universal.