Product Experience, Brand Platform & Campaign
The World’s Most Magical Celebration
Fifty years ago, Walt Disney World Resort, born of impossible dreams, opened its gates. And now the magic is calling everyone to The World’s Most Magical Celebration—the 50th Anniversary at Walt Disney World Resort.
Whether it’s your first time or your 50th, when you celebrate with us, nothing could be more magical.
Disney Parks & Experiences
Walt Disney World Resort
Creative Partners
Production
Caviar
Cabin
Rattling Stick
JOJX
Score a Score
Optimus
Another Country
Directors & Editors
Niki Caro
Misko Iho
Michael McCourt
Debbie Berman
Angelo Valencia
Anthem Music
Alana Da Fonseca, Music Producer
Emily Bear, Composer
Journi, Vocalist
Jerry Krenach
50-Piece Orchestra Nashville
Jacob Yoffee, Composer
Visual Effects
The Mill
Blockhead VFX
Nice Shoes
The Work
In 2018, we began a 4-year journey to create The World’s Most Magical Celebration.
We developed the end-to-end Guest experience, starting with product name and development, brand identity, musical anthem, and “The Magic Is Calling” campaign which engaged Guests for 18 months.
The Magic & Visual System
50th EARidescent
A whole new kind of magic made of 50 years of wonder, dreams, and Disney memories that transforms anything it touches into shimmering magnificence.
Fairy Godmother Earidescent
MAGIC KINGDOM
Firefly Earidescent
ANIMAL KINGDOM
Stardust Earidescent
EPCOT
Glimmer & Shimmer Earidescent
DISNEY’S HOLLYWOOD STUDIOS
Beacons of Magic
During the celebration, the Park icons transformed into Beacons of Magic at night. Beckoning Guests from all over the world to come and celebrate.
The Films
The 50th Anniversary Anthem
A pop ballad as powerful as magic.
With lyrics that enchant you like a spell.
Experienced by 57 Million Guests
The anthem was the centerpiece of the Guest experience, connecting all four Parks with unique arrangements and played across the entire Resort.
Four unique arrangements
The driving force behind the most magical moments in every Park — the nightly firework spectaculars.
Adapted into 15+ genres
& live entertainment shows
Available to stream & create content
Guests made “The Magic Is Calling” Playlists on Spotify to celebrate. And the song became an instant hit on Tik Tok.
And the magic of our campaign
“The Magic Is Calling” kicked off the celebration at every campaign touchpoint and continued the experience once Guests arrived at the Resort.
“The Magic Is Calling” Campaign
Cinema
