A copy exploration yields one tagline that suggests a whole new direction—one based
on comic and romantic entanglements, focused on the classic story’s most iconic element.
Rough thumbnail sketches work variations on the new “tangled” concept—pairing Flynn
as a comic partner and highlighting Rapunzel’s hair as the ultimate swashbuckling weapon.
Illustrations add character to the key art poster concepts. The logo treatment for
our new proposed title—Tangled—evokes both classic fairy tales and modern action-comedy.
Color comps (utilizing custom-made character poses) focus attention on the
character and her trademark hair—evoking mischief, fun, and a playful air of mystery.
A new brand is born. The teaser key art earned such a positive response
that Disney decided to use it as the central image for the entire campaign.
The “tangled” flowing hair lends itself to a variety of treatments:
an in-theatre standee and a custom-made double billboard.
This ultra-wide out-of-home billboard is just one of many that make use of Rapunzel’s hair
drawing the viewer’s eye and creating an instant, lasting impression for the film.
Color print ads play on different aspects of the film’s brand identity:
comic romance and pure, old-fashioned Disney magic.
Print ads for the DVD/Blu-ray™ release create playful interaction
between the characters and packaging.