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Turning Red X Panda Express

Year

2023

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Role

Creative Direction

Art Direction

Design

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Project

Marketing / Advertising / Campaign

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Highlights

  • Creative Direction of all print and digital creative assets for the campaign

  • Re-designed Panda Cub Meal packaging to include Turning Red

  • Conceptualized a custom character pose and collaborated with creative print team on its execution

  • Collaborated on the development and production of the AV spot

Landing Page
PX_TRed_Desktop_R11_NSOD.png
Email Campaign
Digital Ads
Social Media

Project Description

Pixar and Disney's Turning Red, released on Disney+, introduced audiences to Mei Lee, a 13-year-old Canadian girl who transforms into a giant red panda when she gets too excited. The film's promotional campaign included collaborations with Air Canada, Toyota, Firefox, Dashing Diva, Fly by Jing, Weee!, Destination Toronto, and Panda Express. Estefania led the pitch creation that secured key partnerships.

 

For Panda Express, audiences were invited to 'Embrace Your Inner Panda' with a limited-time Panda Cub Meal featuring exclusive Turning Red packaging and giveaway stickers. Estefania led the creative direction for all print and digital assets in the campaign, overseeing the design and execution of POS materials, website, email campaigns, social media assets, and packaging—including the creation of a new character pose for the Panda Cub Meal packaging. She also collaborated on the development and production of the TV spot.

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