Disney · 2017
Pirates of theCaribbean
Creative Director · Global / US
A global content and motion system for the final Pirates release, anchored by Johnny Depp's surprise appearance on the Disneyland ride.
Problem
Disney needed globally adaptable assets that kept character authenticity in a social-first environment: extending a legacy IP without it feeling like a museum piece.
Solution
Motion, social, and headline video assets used worldwide: anchored by real-world magic: Depp as Jack Sparrow surprising fans on the ride itself.
Results
The film grossed ~$796M worldwide ($623M international). The surprise content hit 16M+ views, #1 trending on Facebook and Reddit, #6 on YouTube, 120K Facebook shares: a globally shared cultural event, and Depp's final completed campaign appearance as Sparrow.
01: Johnny Depp surprises fans
Jack Sparrow appears on the ride itself. 16M+ views, #1 trending.
02: Motion key visuals
The global motion asset system.
03: Motion posters
The global motion asset system in use.
04: Countdowns
Release urgency, built as a reusable asset set.
05: Blended animation
Live action and animation folded into one surface.
06: Instagram campaign
The world extended into the feed.
Results
