Disney+ has unveiled the next chapter in its creative platform, “A Lifetime of Great Stories,” which continues to celebrate world-class storytelling.
Created by creative agency of record, VCCP, the campaign has at its heart this cinematic film, “Under The Bed,” which was directed by Stefanie Soho via production house SMUGGLER, in collaboration with VCCP’s content creation studio Girl&Bear. The film tells the story of a little boy who first discovers his love for great stories as a child, spotlighting Disney+ as a constant throughout his life as he grows up. We see him watching Disney and Pixar’s “Monsters, Inc.” as a child to being a teen viewing the “Sixth Sense” while camping, enjoying “The Walking Dead” in his 20s, and finally, returning to Disney+ as an adult to watch FX’s “Alien: Earth,” having had children of his own. Shot on 35mm film to set an authentic, cinematic feel, the film aims to evoke a mix of humor and warmth. The film captures the timeless feeling of Disney storytelling, elevated by a bespoke version of Olivia Rodrigo’s “Vampire,” reimagined to complement the narrative and emotional journey on screen.
Emma Quartly, VP of marketing, Disney+ EMEA, said: “This next chapter of ‘A Lifetime of Great Stories’ builds on what we’ve already started, keeps storytelling at the heart of Disney+, and reflects how it’s home to both stories for families and for adults. It’s something we’ve developed closely with our creative agency, VCCP, and with our wider team. At its heart, the campaign is about the enduring nature of a great story, the way it can shape us, and the evolution of the stories we encounter at different stages of our lives. With ‘Under The Bed’, director Stefanie Soho brings that idea to life in a way that feels both cinematic and grounded in reality. There’s a lightness running through the film too, with touches of humor from small everyday moments that give it real warmth. It reflects the shift from stories audiences already love on Disney+ to the ones they’re just beginning to discover, whether that’s newer titles like ‘The Testaments’ or the highly anticipated second season of ‘Rivals.’”
Director Soho said, “When I first got the script, I immediately had that slightly embarrassing thought of, ‘Oh god… I still kind of do this.’ That feeling of being shaped by the stories you grew up with never really leaves you, and that’s what made this brief so special to me from the start. It had warmth, humor, nostalgia, suspense, all wrapped inside these little, very human, instantly relatable moments. Working with VCCP and Disney+ honestly felt like being surrounded by people who cared deeply about the exact same details I care about. The reactions between the lines, the awkward little truths you fail to hide, the real life mix of tenderness and honesty. Everyone wanted to make something cinematic, but still grounded enough that people would genuinely recognize themselves in it. That’s a pretty rare combination, and I loved every second of it with the best team I could have wished for.”
The campaign launched across EMEA, having recently debuted in EU markets and then in the U.K. It will run across TV, VOD, cinema and social channels.
