Disney Accelerator & DMG - My Framer Site

Company:

Disney

Year:

2023

Duration:

3 Months

Overview

As part of the Disney Accelerator partnership, I led creative exploration across multiple verticals including Disney Music Group, Disney x Amazon, Parks, and Asia-Pacific properties. These concepts showcased how immersive tech could elevate fan connection, commerce, and IP storytelling.

Visual Execution

Delivered polished visual mockups, pitch decks, and concept videos. Designed immersive scenes, mobile flows, and Vision Pro-compatible ideas for cross-platform storytelling.

Creative Strategy

Led creative direction for pitch development and vertical-specific concepting. Developed mockups, experience flows, and branded visual frames. Shaped pitch narratives for internal and external stakeholders.

Storyboard

Storyboard – Disney Music Group Virtual Music Hall

This storyboard captures the user journey through the DMG Virtual Music Hall — an immersive, avatar-led experience that blends music discovery with personal expression and social engagement.

1. Start in Lobby
Users begin in an elegant virtual lobby with red carpet and dramatic symmetry, setting a cinematic tone from the very first moment.

2. Welcome to the DMG Music Hall
A warm welcome screen introduces users to the space and what they can expect — including music exploration, personalization, and interactive storytelling.

3. Avatar Creation
Users are invited to create a personalized avatar, choosing from a variety of hairstyles and features. This step encourages ownership and deeper immersion in the branded world.

4. Avatar in Space
The avatar is now live in the environment, able to walk, interact, and navigate toward rooms like “Best Sellers” — driving presence and agency in the experience.

5. Timeline Wall + Spotify Playlist
Inside the main hall, users encounter a dynamic timeline wall celebrating DMG’s musical legacy across decades. Integrated Spotify playlists bring the experience to life with playable tracks tied to key moments and franchises.

6. User in Best Sellers + Social Layer
The user visits the “Best Sellers” room — a curated space for top albums and content — and can invite friends to explore alongside them. This social layer adds stickiness and makes the experience feel like a digital destination, not just a showcase.

Emotive Experience Flow

This flow maps the ideal emotional journey of a user navigating the DMG Virtual Music Hall — blending self-expression, social interaction, and immersive commerce into a seamless experience:

Entry – Excited
The user arrives in a theatrical, music-inspired environment that sets the stage for something special. The grandeur of the lobby evokes anticipation.
Avatar Creation – Engaged
Through personalized avatar design, users begin shaping their identity within the space. It’s a creative moment that sparks ownership and connection.
Social Interaction – Delighted
Friends join in as avatars. Users dance, explore, and engage in playful exchanges that reinforcing a sense of community and fun.
Product Exploration – Curious
Users interact with albums, song clips, and curated highlights. They uncover hidden tracks, browse collections, and feel immersed in DMG’s legacy.
Checkout – Satisfied
With favorites saved or added to cart, the journey closes with a frictionless checkout. It feels like a natural extension of the experience, not a disruption.

Moodboard

This moodboard captures the theatrical magic, timeless storytelling, and cinematic wonder that define the Disney experience. From grand opera houses to immersive stage productions and golden-era cinema façades, each visual reference evokes the feeling of stepping into a world where fantasy and nostalgia collide. Rich velvet curtains, ornate prosceniums, whimsical lighting, and character-driven design elements like Donald Duck’s brass instruments help ground this creative direction in both elegance and playfulness.

The aesthetic blends classical stagecraft with modern spectacle , an intentional nod to Disney’s legacy of bridging tradition with innovation. These references informed our visual strategy, inspiring immersive environments that feel both awe-inspiring and emotionally resonant.