Disney & Cineworld

‍Disney and Cineworld clearly had a blockbuster with Toy Story 5. What they needed was a reason for audiences to experience it in IMAX and 4DX. That's where we came in.

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We split the narrative into two tailored creator streams and target audiences.

For IMAX, we targeted families, couples and groups of friends, reconnecting them with a franchise that took them from childhood to adulthood. Using a two-stage roll-out across TikTok and Instagram, creators built anticipation pre-release by spotlighting key Cineworld perks—like family ticket savings, exclusive merchandise, and limited-edition poster giveaways—before following up with post-viewing reactions to the ultimate screen experience.  

For 4DX, we focused on engaging dedicated Disney fan creators to showcase the sensory magic of the format—where motion, wind, water, and scent bring the story directly to your senses. Creators headed to Cineworld to experience the film in 4DX, capturing fun, authentic reactions that highlighted why the format is perfect for the film.

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‍When nostalgia meets real creator enthusiasm, bookings follow.

The result? The biggest opening weekend in the franchise's history — and a campaign that proved nostalgia, in the right hands, still sells tickets to infinity and beyond.

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