Brand Storyteller
Shanghai Disneyland
In 2015, I had the great fortune to live and work in China—sent as lead writer and strategist for Shanghai Disney Resort, which was deep under construction at the time and about a year out from opening. In addition to building out the destination’s website and app, I also ended up naming dozens of thematic products!
Fun Challenges in Translation
Unlike the US, China doesn't have a deep affinity for classic Disney stories and characters. And due to translation issues, many “greatest hits” (i.e. puns, song lyrics) were off limits. Our writing instead leaned on details rich in ambience and atmosphere that would still uphold Disney’s storytelling legacy.
Playing Detective on the Construction Site
300+ pages were required for digital launch, six months prior to park opening. As many Chinese leads were local officials with limited knowledge, details were often only known by employees from abroad—and required daily detective-ing to suss out during construction.
Creative Naming for Thematic Products
Despite a massive budget, many partners in Shanghai were short staffed, and sought help in crafting nomenclature for in-park products. This included themed beverages, popsicles, ice cream flavors and other treats, as well as in-room TV channels and radio stations.
Managing Teams Across the Globe
While in Shanghai, I managed multiple writers—in both China as well as the U.S. The 15-hour time difference demanded intense prioritization to ensure momentum persisted, and my copy edits often took place on the long bus rides to and from the active construction site.
