For Inside Out, the creative challenge was to translate the emotional complexity of growing up into something relatable and shareable. The breakthrough came by positioning Riley as the setting—not the protagonist—and elevating the five emotions as the real leads. Their distinct personalities became a lens to explore mood, identity, and empathy across generations.

The campaign spanned platform-specific content and Pixar’s first user-generated fan-art contest, launched through a custom Tumblr hub. The page quickly became one of Tumblr’s most engaged branded destinations, driving thousands of submissions and reblogs tied to fan interpretations of the emotions.

Inside Out opened with the biggest weekend for an original film in history ($90.4M), earned over $858.8M globally, and won the Oscar for Best Animated Feature. The campaign also received a Gold Communicator Award for excellence in social media.

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Role: Director & Creative Director
Client: Disney/Pixar