An Empire-sized moment for the galaxy’s biggest franchise
In 2024, Disney Consumer Products launched a villain-centric, multi-channel Star Wars program designed to keep the saga in the spotlight and drive retail momentum.
Industry
- Consumer Products
Services
- AR & Immersive Experiences
- Content Creation
- Creative Strategy
- Digital Production
- Experiential & Live Events
- Production Design
- Shoot Production
- Post-Production & Editing
1 Billion
Impressions for Hasbro & Amazon Fan Experience
6k+
Attendees attracted organically over 3 days
274%
Increase in daily traffic to StarWars.com on 3/21
1
Creative Director’s childhood dream fulfilled
Challenge
With no theatrical release on the calendar and recent Disney+ series not driving the same level of cultural momentum, Star Wars needed a headline-grabbing moment that could command attention, energize fans, and put the franchise back in the spotlight.
Approach
We created a large-scale, real-world takeover that transformed an iconic landmark into a Star Wars statement and anchored the broader retail program. The goal was simple: turn product into a cultural event and deliver the kind of moment the franchise demanded.
Impact
UNFOLD brought the Empire’s greatest villain to New York’s greatest landmark. The Empire State Building became the canvas for a five-minute light show synced to “The Imperial March,” turning the skyline into a Star Wars spectacle and giving the broader program a headline-worthy cultural moment.
We led creative development, branding, and collateral across the launch and supporting activations. A private rooftop viewing at Virgin Hotels NYC welcomed 150+ media, influencers, and VIPs, showcasing 85+ products from 40+ licensees. Immersive fan and retail experiences with Hasbro and Amazon extended the takeover beyond the light show.