When Steve Jobs joined the board at Disney, he made a request: use my ad agency to market your Pixar movies. And next on the docket for Pixar was a strikingly different entry into their canon - Wall-E, the story of charming robot charged with preparing a polluted Earth for re-population. We created the first trailer for the film as well as several teaser campaigns which introduced the robot character to the world through several short films. We even created an ambitious Super Bowl spot using characters from other Pixar classics. Of note - we made several trips to the Pixar campus to brainstorm with their animation team. That was pretty incredible.
“Vacuum” film
“Hula Hoop” film
“Magnet” film
“Cups” film
“Bouncing Balls” film
“Hydrant” film
We even got to make a Super Bowl commercial for the film (although truth be told we had grander plans and envisioned Wall-E meeting all the Pixar characters for the first time)
Wall-E Super Bowl spot :60
We also created an early tease campaign. We wanted to build curiosity about the next Pixar movie without giving the entire plot away, so we focused on the real villains of the movie: Buy n Large, the corporation behind an entirely automated world and mass consumerism.
