Background
Disney animation and theatrical moviegoing had seen a noticeable dip until Inside Out 2 flipped the script.
It went on to become the No. 1 animated film of all time and the No. 1 movie of 2024.
The Challenge
It went on to become the No. 1 animated film of all time and the No. 1 movie of 2024.
The Challenge
Southeast Asians don’t always say how they feel out loud.
Emotions are often kept in check, brushed off, or softened with a joke – even when everyone’s feeling the same thing inside.
Emotions are often kept in check, brushed off, or softened with a joke – even when everyone’s feeling the same thing inside.
The Opportunity
But while we may not overshare emotionally, SEA loves using humour to open up online.
So what if we tapped into that “I feel seen” humour and turned unspoken emotions into relatable moments
that would pull people into cinemas?
So what if we tapped into that “I feel seen” humour and turned unspoken emotions into relatable moments
that would pull people into cinemas?
The Idea
OPEN UP TO ALL THE FEELS
With Anxiety, Embarrassment, Envy, and Ennui joining Riley’s console, we gave audiences new emotions
they could finally put a name to – and laugh about together.
OPEN UP TO ALL THE FEELS
With Anxiety, Embarrassment, Envy, and Ennui joining Riley’s console, we gave audiences new emotions
they could finally put a name to – and laugh about together.
By going hyperlocal in tone and insight, we made Inside Out 2 feel deeply personal across the region, proving that even if we don’t always talk about our feelings… we definitely feel them.
We started by checking in with our new emotional crew
Then we showed that these new emotions weren’t just on screen.
They exist IRL—at work, at home, on your commute.
They exist IRL—at work, at home, on your commute.
We even embraced how messy and unique feelings can get in Southeast Asia
Fans felt seen – and made sure we knew it
Engagement exploded, so we flipped the spotlight and celebrated their creativity back.
The film hit so hard in the Philippines that it unlocked a first
A Tagalog dub dropped on Disney+, with Joshua Garcia lending his voice to Lance Slashblade.
Which gave us even more reason to go hyperlocal.
It was a dream moment for us, and for the film’s biggest Filipino fan
And while emotions were still running high…
We extended the journey with themed jeepney watchlists that we, the Disney Creatives, illustrated and animated ourselves – so the feels could keep riding long after the credits rolled.
