Disney
Star Wars
May The 4th
Overview
Amazon's First-Ever Disney Partnership Campaign
When the Amazon Retail Team approached with a possible Disney partnership, the immediate scope was 2 videos for the May the 4th promotion. But this was never just a content brief — it was a gateway. A first-time partnership with a tier-1 entertainment brand, with Amazon Brand Team credibility on the line and the potential to unlock a new chapter of premium licensed content.
The Challenge
Product Showcase vs. Emotional Story.
The brief: create 2 videos targeting 1.2M impressions and a 0.4% CTR — one Disney Storefront (16:9) and one Social (9:16). The stakes were far greater than the numbers suggested. This was a first-time partnership with one of the world's most iconic entertainment brands, requiring Disney-standard quality and performance under intense scrutiny from multiple teams simultaneously.
Two paths emerged: a safe product showcase, or a platform-adapted storyline that tapped into the emotional connection of fans new and old. We chose the harder option. The emotional narrative outperformed the transactional approach by 12.5×.
The Concept
Different Worlds. One Galaxy.
The final approved concept followed fans through their day — showing how Star Wars creates moments of joy, connection, and self-expression from morning to night. The content featured fans of all ages, demographics, and interests, ensuring maximum diversity in representation of the customer market.
Products served as supporting cast, enhancing the idea of fans from all walks of life. The emotional arc: belonging to something bigger. Star Wars isn't just entertainment — it's a way of life.
- Identified stakes beyond surface brief
- Developed fan-centric creative strategy
- Finalised 2 pitch concepts for Disney Brand Team
- Built confidence through strategic rationale
- Participated in every stakeholder meeting
- Navigated Disney and Amazon Brand Team dynamics
- Provided creative guidance to both teams
- Protected creative vision while incorporating feedback
- Assembled team: Senior AD, On-Set Art Director, DP, Videographer, Stylists, Editor
- Allocated resources for Disney quality bar
- Established clear roles and workflow
- Selected specialists with entertainment brand experience
- Approved creative brief and production plans
- Provided direction at each milestone
- Reviewed dailies and rough cuts
- Approved all final assets before delivery
Impact
Partnership Locked. Blueprint Built.
The campaign exceeded Disney's quality and performance expectations, strengthened Amazon Brand Team credibility, and unlocked additional contracted scope — including year-round edits and production for the Lilo & Stitch Live Movie release. It became the foundation for an ongoing Disney partnership and opened doors to Adidas × Mercedes F1 and Puma × Manchester United.
"The Disney Star Wars video was the #1 performing META ad in the EU for the month of June 2025 — CTR 5% vs 0.4% goal, 10–17× industry benchmark."
— Amazon Fashion EU, Internal Performance ReportCampaign Videos
Hero — Different Worlds, One Galaxy
Social — What a Star Wars Fan Can't Live Without