DISNEY LORCANA PARKS EXPERIENCE

Welcoming guests into the realm for a collection quest

Insight: Disney Lorcana is the first Disney trading card game. As such, most Disney fans do not have an understanding of these types of games, nor have they played a TCG before. Instead of a traditional targeted campaign, we decided to go to the heart of the fandom… inside a Disney Park.

Big Idea: We knew teaching guests to play the game would not necessarily work in a theme park setting. Thus, we focused this experiential activation on an aspect of the game that Disney fans already enjoy: collecting.

My Role: This project was a phenomenal collaboration between Ravensburger and Walt Disney Imagineering. I was brought in at the very beginning to concept the overall story of the experience. I also co-wrote the script for the Illumineer host alongside Walt Disney Imagineering Executive Creative Director Brent Strong. Finally, I wrote the two Collection Quest booklets

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