Disney
Defining how to use magic as an operating system to make business decisions
Challenge
There is an invisible wall around Disney experiences keeping a majority of young urban consumers from believing Disney magic is truly for them.
Objective
Define the role that magic plays in urban culture to inform what kind of messages and experiences to design for them.
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Approach
Explore the intersection of urban culture and Magic to better understand how Disney Magic needs to continue to evolve to be relevant to urban audiences of today and tomorrow.
Cultural Intelligence → Business Strategy → Consumer Experience
