Disney+ Launch — Teatro Colón Mapping

The challenge

Launching Disney+ in Argentina while the pandemic was still on, with restrictions in place and almost no one on the streets. A kind of launch that usually happens outdoors, with a crowd, had to become a purely visual experience — designed for the cameras.

The decisions

1. Scripting an unprecedented mapping on the facade of Teatro Colón, imagined from scratch for the screen rather than for an audience on site.
2. A lot of visualizing and imagining in advance: thinking through every scene in terms of what the cameras would capture.
3. Coordinating, for the first time, a project of this scale at a distance, with small teams — at a time when remote work was not yet as fluid for everyone as it is today.