When was the last time you looked at a billboard — I mean really looked? Ever spot a facet of one that you missed at first glance? Something that made it pop?
When it comes to Disney theme park billboards, bet you didn’t realize all that’s entailed into making them so exceptional, filled with sly references and artfully hidden gems. Well, those creative whizzes at Disney’s Yellow Shoes Creative Group know how to ensure they don’t just look amazing and enticing, but also tell a story. But why go the extra mile?
“We hope to remind guests of how much fun they had on the attractions or that they create a sense of anticipation to want to go on them if they haven’t,” explains Yellow Shoes Senior Art Director Steve Carsella. “Having all the details in the billboards is in line with a Disney theme park experience by adding something special wherever you look.”
For instance, on one of the latest Expedition Everest billboards, subtle yet oh-so-clever tidbits include the Yeti’s footprints in what looks like random texture in the snow, an authentic Tibetan carving embedded in the “T” in the word “EVEREST” and the Yeti’s shadow disguised as a rock cropping. Meanwhile, a new Twilight Zone Tower of Terror board includes a falling brick that is actually an old-timey radio that’s a prop from the attraction’s queue and a Hidden Mickey stamped on another brick.
When designing and implementing billboards, there are general creative tenets that are taken into consideration, of course. Does it accurately depict the attraction? Is it readable? Does it feel cinematic? Are there strong details that don’t impede the message? But it takes that Disney magic of adding just enough originality and ingenuity that assures they are always surprising, dynamic and uncommon.
“I think it follows in the steps of Walt himself to pay attention to the details and to offer our guests something out of the ordinary,” Steve says.
So now that you know, maybe next time you’ll take the time to appreciate all the thought and effort that go into Disney billboards. Just wait until it’s safe to check them out!