Villaintine’s Day

The Challenge
Disney’s Villains had one of the brand’s most passionate fan communities, but no dedicated moment to celebrate them.

The Strategy
Turn an overlooked fan passion into a new cultural occasion—giving Villains fans a moment that felt uniquely theirs while creating a platform for ongoing engagement and commerce.

The Idea
Claim February 13th as Villaintine’s Day: the Villains’ answer to Valentine’s Day. What began as limited-edition Villain Valentine artwork grew into pins, apparel, collectibles, and ultimately an official annual Disney celebration.

I originated the concept internally and shepherded it through Disney’s approval process, turning a simple cultural observation into a scalable brand platform.

My Role
Campaign Concept Origination · Creative Strategy · Cross-Channel Development · Internal Sell-Through

The Impact
An original idea became an official annual Disney event, driving sold-out merchandise, recurring park activations, and a lasting new revenue stream.