Disney proves it owns your entire childhood — and everything that comes after
Disney+ has launched the next chapter of its brand platform ‘A Lifetime of Great Stories’, with a cinematic film that follows one character’s relationship with storytelling from childhood to parenthood.
The campaign was created by VCCP, with media handled by Publicis Imagine.
The hero film, ‘Under The Bed’, is directed by Stefanie Soho through Smuggler, in collaboration with VCCP’s content studio Girl&Bear.
Shot on 35mm film, it traces a boy’s life through the stories he watches — from Monsters, Inc. as a child, to The Sixth Sense as a teenager camping with friends, The Walking Dead in his twenties, and finally Alien: Earth as a parent himself.
The soundtrack is a bespoke reimagining of Olivia Rodrigo’s Vampire, reframed to match the film’s emotional arc.
The creative idea is deceptively simple: Disney+ isn’t just a children’s platform, it’s a lifelong companion. By mapping its library against real human milestones, the campaign makes a credible case for its breadth without resorting to a content catalogue.
Emma Quartly, VP of Marketing Disney+ EMEA, says: “The campaign is about the enduring nature of a great story, the way it can shape us, and the evolution of the stories we encounter at different stages of our lives.”
Director Stefanie Soho adds: “Everyone wanted to make something cinematic, but still grounded enough that people would genuinely recognise themselves in it.”
The campaign runs across TV, VOD, cinema and social in EMEA.
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