This Girl Can Partnerships & Innovation
Nicole Chen and I became Lead Creatives on This Girl Can in 2019, and we've been up to plenty. This includes developing new strategic initiatives and partnership creative for the brand as we head into 2020 and beyond. See below for some of what we've done so far, and watch this space for work to come.
This Girl Can x Disney
Between juggling kids, jobs, friends, life, and everything in-between, mums can sometimes struggle to find the time to exercise. So This Girl Can and Disney have partnered up to create a way for mums and kids to be active, centred around play.
We wanted to create something that unlocked the “fun” factor of moving around, based on the ways real mums and kids get moving. That’s why we invited real families from across England to dance around to Disney tracks they love, including songs from The Little Mermaid, Moana, The Jungle Book, and the new Disney Channel Original Movie, Descendants 3.
We wanted to create something that unlocked the “fun” factor of moving around, based on the ways real mums and kids get moving. That’s why we invited real families from across England to dance around to Disney tracks they love, including songs from The Little Mermaid, Moana, The Jungle Book, and the new Disney Channel Original Movie, Descendants 3.
It was critical to us that these films be enjoyable first and foremost, and that there would be no “wrong” moves. For younger kids, we co-developed “routines” that link movement to imagination, playing off the worlds of the films the songs are from. And for older kids, we created films that mix familiar dance moves with moments to freestyle and put your own spin on things.
This Girl Can is all about celebrating women getting active, no matter how they like to do it. By partnering with Disney, a beloved and trusted family brand, we’re hoping to introduce our convention-busting message to even more audiences and to help mums find ways to get moving that they’ve never thought of before.
This Girl Can is all about celebrating women getting active, no matter how they like to do it. By partnering with Disney, a beloved and trusted family brand, we’re hoping to introduce our convention-busting message to even more audiences and to help mums find ways to get moving that they’ve never thought of before.
Creative Team: Nicole Chen and Sarah Lefkowith
Director and Editor: Simon Eustace
Strategy: Tom Lindo and Imogen Armstrong
Account Management: Emily Whiteaway and Becky Glover
Producer: Hanna Davis
Grade: Senem
Sound Design: Ollie Usher