Disney+

The most famous mouse you’ve never really met.

Everyone knows Mickey Mouse. That’s the challenge. He is so familiar, so embedded in culture, that we stop really seeing him. He lives on merchandise, in parks, and across generations. But the story behind him, where he came from, what he represented, and why he still matters, had faded into the background.

Our opportunity was to make that story visible again.

I led marketing and communications for Mickey: The Story of a Mouse, a documentary exploring Mickey’s origins and cultural impact. The goal was not nostalgia for its own sake. It was about reframing a familiar icon as a character with a story still worth discovering.

We built a narrative that honored his legacy while making it feel relevant today. Strategic media partnerships extended the reach of the story, while social activations invited audiences to share their own Mickey memories. Every element of the campaign was designed to spark both curiosity and emotion.

The film reached over 5 million viewers in its first week and contributed to a 20% lift in Disney+ subscriptions during launch. It also won the Audience Award for Best Documentary at Film Fest Tucson.

More importantly, it shifted perception. We helped people see Mickey again, not as a symbol, but as a story.