When they brought this one in,

@macys

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Promoted product

Macy's

Why it worked

The video leverages the strong emotional connection people have with iconic Disney characters, particularly Mickey Mouse, to create excitement around a new balloon. The behind-the-scenes look at the design process adds a layer of intrigue and craftsmanship, making the final product feel more special.

Summary

This video provides a behind-the-scenes look at the design process for Macy's Sorcerer's Apprentice Mickey balloon. It highlights the challenges of translating the character's iconic look into a large-scale inflatable, emphasizing the importance of maintaining character accuracy from all angles.

Structure

1Introduction to the Sorcerer's Apprentice Mickey balloon
2Discussion of design challenges and character accuracy
3Behind-the-scenes look at the creation process
4Reflection on the personal excitement of working with Disney
5Announcement of the balloon's debut in the Macy's Thanksgiving Day Parade

Product placement

Macy's: APPEARS - a logo and brand name that appears throughout the video. Removing it would not change what happens in the video. Disney: APPEARS - a logo and brand name that appears at the end of the video. Removing it would not change what happens in the video.

Original caption

Major news 📣 Disney's Sorcerer's Apprentice Mickey will make its balloon debut at our 100th #MacysParade!! 🎉🎈 Take a behind-the-scenes look at the design process of this magical, new balloon.

More from @macys

Call to action

See the balloon MAKE ITS DEBUT DURING OUR 100th PARADE ON THANKSGIVING DAY

On-screen text

Simon Fisher SENIOR CREATIVE CONCEPT ARTIST macy's Behind the Design: SORCERER'S APPRENTICE MICKEY His rounded features are well suited for balloonification, but when you change even just one of his curves slightly or adjust his fingers, it changes the readability of him. Getting his overall character correct versus what can fly versus he still has to look like Mickey from every angle. I feel like a kid again every time, I can't believe I'm working with these guys right now with Disney. Just like, thinking back to being a kid and watching this and now working on it and just being a small part of it. Pretty crazy feeling. See the balloon MAKE ITS DEBUT DURING OUR 100th PARADE ON THANKSGIVING DAY Disney macy's

Transcript

When they brought this one in, it was like a whole different level. Millions of people are already deeply connected to this, so it was kind of exciting and don't mess this up. Ha ha! His rounded features are well suited for balloonification, but when you change even just one of his curves slightly or adjust his fingers, it changes the readability of him. Getting his overall character correct versus what can fly versus he still has to look like Mickey from every angle. I feel like a kid again every time, I can't believe I'm working with these guys right now with Disney. Just like, thinking back to being a kid and watching this and now working on it and just being a small part of it. Pretty crazy feeling.