From Concept to Final Cut: Crafting Holiday Marketing Magic at Disney | S3E2
ON THIS EPISODE OF LIFE AT DISNEY
This holiday season Disney invites audiences into a heartwarming original story with A Disney Holiday Short: Best Christmas Ever, directed by Academy Award® winner Taika Waititi and featuring the voice of Disney Legend John Goodman as Doodle. Join us for a behind-the-scenes look at how this short was brought to life with two employees who were with the production from concept to final cut.
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MEET OUR GUESTS
Paige, Executive Producer, Disney Entertainment
“There’s simply no other place where you can tell stories with this kind of heart and impact – emotional storytelling that resonates deeply with audiences of all ages,” said Paige.
As an Executive Producer at The Hive, Disney Entertainment’s internal creative agency, Paige guides the creative in a way that prioritizes both the storytelling and the Disney brand. From early ideation through final delivery, she collaborates across every phase of production and post-production, ensuring each detail that brings the story to life is perfected. Once the short is completed and ready to launch, Paige and her team also lead the marketing efforts, including teasers, cutdowns, behind-the-scenes featurettes and more, to support a successful campaign.
“Throughout the process, there was a constant back-and-forth: sharing early concepts, refining scripts, reviewing animation tests, and making sure every detail from the tone to the final look felt cohesive. That level of integration across so many groups is ultimately what made the final spot feel so cohesive and heartfelt, bringing to life the kind of Disney magic people instantly recognize.”
Jenise, Senior Manager, Brand Marketing
“Something I’ve learned, and take very seriously, is that creating magic doesn’t just happen. It’s the result of a relentless pursuit of excellence. Working at Disney has shown me that crafting something truly special means pouring attention and intention into every detail. On a project like our holiday short, every choice is an opportunity to make people feel something meaningful, and to leave them with a lasting connection to our brand.”
Jenise’s team worked hand-in-hand with The Hive and countless other teams across the company on this year’s holiday short. In her role with Brand Marketing, Jenise was involved end-to-end, from developing the creative marketing brief to sharing feedback throughout development, production and post. She also led the project management side, keeping the project on track to meet milestones along the way.
“I wear a lot of hats, all with the goal of ensuring the integrity of how the Disney brand is represented and that the work delivers on our brand strategy. For this campaign, that meant making sure the holiday spot felt like an elevated piece that audiences look forward to every year – something that builds tradition and reinforces that warm, timeless connection between Disney and the holidays.”
DEVELOPING DOODLE
On this episode of the Life At Disney podcast, you could almost say we had a third guest – Doodle! An original character developed for the short through no small feat of innovation, collaboration and imagination.
“We spent countless hours analyzing each crayon stroke, every slightly off-kilter movement, and even the tiniest nuances in his eyes,” said Paige. “Nothing was accidental. Every imperfection was intentional. That level of precision was essential to making Doodle feel both realistic and genuinely lovable, as if he could step off the screen and into the real world.”
“A child’s doodle can go in endless directions,” said Jenise. “But we wanted Doodle to feel quirky, lovable, unmistakably ‘Disney,’ and like it truly came from a child’s imagination. We brought kids in early to submit their own doodles for inspiration, and our VFX team created hundreds of versions, refining again and again until we found the perfect look. We were also lucky to have Eric Goldberg, legendary Disney animator, guide the animation so Doodle would move and feel like a true Disney character. Every line, texture, and sound was carefully crafted to bring him to life – and recording with John Goodman to give him warmth and humor made him truly unforgettable.”
PRODUCTION & PARTNERSHIPS
In addition to their teams at The Hive and Brand Marketing, Paige and Jenise collaborated with partners across The Walt Disney Company including international teams to ensure the story resonated globally, Consumer Products, Walt Disney Animation Studios, Pixar Animation Studios and Corporate Social Responsibility to ensure the short delivered on each business area’s goals.
“Bringing all these perspectives together allowed us to tell a story that feels authentic, emotionally resonant, and true to the Disney brand,” said Jenise. “Every brushstroke of animation, every music cue, every casting choice is debated and crafted to evoke genuine emotion and tell a compelling story. And then there are the unexpected little adventures – like the meticulous quest for the perfect Mr. Potato Head, which my boss finally tracked down as a rare collectible.”
“One of my favorite milestones of this project was shooting the final scene on the teacups at Disney,” said Paige. “It was the culmination of a weeklong shoot and represented the hard work, creativity, and dedication of everyone involved. There was just something so satisfying about seeing all the planning and effort come together in such a joyful, playful moment – it really felt like the perfect way to wrap up the project!”
A NEW HOLIDAY TRADITION
While premiering a heartfelt story over a year in the making provides its own incredible set of proud moments and core memories, it also reinforced things Paige and Jenise have learned throughout their Disney careers.
“Collaboration is at the heart of everything we do, and being open to feedback and learning from others makes the work so much stronger,” said Paige. “When you approach the work with passion and dedication, it shows – and that energy spreads to the whole team. Staying humble, being collaborative and loving what you do has really shaped the way I approach every project.”
“Disney creates stories that stay with people – it connects generations and creates core memories that last a lifetime,” said Jenise. “Projects like this remind me that what we make doesn’t just entertain – it becomes a part of someone’s childhood or their family tradition.”
Like what you heard? Subscribe to the Life at Disney podcast to hear from the storytellers, dreamers and doers who are building their careers and making an impact across The Walt Disney Company.
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