La Sirenita

The challenge

A title that had not worked on Broadway, held to the standards of Disney Theatrical Group — one of the most prestigious and demanding licenses in the world — and an image to sustain at a large scale. It had to rise to the occasion.

The decisions

1. Reading every stage of the campaign to decide which content went to each channel, and at exactly what moment.
2. Knowing when to bring in an audiovisual production team for cinematic pieces that showed the scale of the production — and when to bet on native social content: agile, spontaneous and in real time.
3. Working alongside the director, choreographer, vocal director and acting coach to spot the moments of the process that could become viral, newsworthy or a conversation.
4. Tailoring content for each outlet — social, television, print — by reading the context: the news agenda, the social and economic climate, the other titles on stage. What to tell, how to build it and exactly when, so every headline would land.