Walt Disney World

OBJECTIVE

Walt Disney World sought to create a brand anthem and mnemonic for their 50th anniversary, that would capture the essence of Disney and call everyone to the most amazing experience they had put on in 50 years. The anthem needed to be delivered in an expressive way that would tug on the heartstrings of families and friends, and transform them to a place filled with hope, optimism and endless celebration. This sonic identity would become a part of everything associated with the Walt Disney World 50th anniversary experience: scored to parades, fireworks displays, and utilized through all communications.

SOLUTION

Translate the core brand defining attributes of magic, wonder and excitement into a musical score that enables for flexibility in versioning across various contexts. The final execution of the winning anthem included a modern pop driven production palette, layered with a 45-piece orchestra and full choir. The orchestra and choir recording sessions were held in Nashville’s iconic Ocean Way Studios and The Sound Kitchen. The final version of the anthem was released through a strategic artist partnership with recording artist, Journi.

RESULT

"The Magic Is Calling" was in use across all broadcast, social media, as well as multiple iterations across all 4 parks from October 2021 until Fall of 2023. In 2022 Disney saw a 22.7% increase in year over year revenue. Park attendance also began to skyrocket, pulling them out of their COVID decline. The song is currently available on all music platforms and has 2M + streams.