Disney marketing director Angela Affinita on the art of brand storytelling in 2025

With a background spanning over two decades, she has held key roles across leading entertainment and media organizations. Starting at Cartoon Network in a commercial ad sales capacity, she quickly developed an understanding of how characters and storytelling drive engagement. She then joined Nickelodeon, where she honed her expertise in leveraging creative IP to build brand partnerships. Her move to Disney over a decade ago has allowed her to merge marketing strategy with Disney’s legendary storytelling tradition. Today, she leads marketing and creative strategy for Disney Consumer Products, driving innovative campaigns that bring beloved franchises, such as Marvel and Star Wars, and Disney’s classic characters to new generations.

“Advertising used to be about telling a story in 30 seconds to make an impact,” she explains. “Now, brands have numerous formats and platforms at their disposal, making storytelling both more challenging and more exciting.”

The rapid evolution of digital media has disrupted traditional advertising methods, requiring brands to think across multiple touchpoints, social media, experiential activations, video content and beyond. “Even with experiential marketing, we ask, ‘What story are we telling as people move through the experience?’”

However, in an age where digital technology makes just about anything possible, the abundance of storytelling avenues can sometimes be overwhelming. “It’s really about identifying where the brand can create the most meaningful impact. Whether we’re engaging Gen Z, parents or a niche subculture, precise targeting helps us identify and refine the narrative.”

Great storytelling fundamentals

So, what separates a good story from a great one? According to Affinita, the key is emotional engagement. “The best stories take an audience on a journey. There’s a setup, a moment of tension or challenge and a resolution that leaves a lasting impression – whether that’s joy, inspiration or deep connection.”

As brand storytelling continues to evolve, Affinita’s core philosophy remains unchanged – authenticity, simplicity and emotional resonance will always be the cornerstones of compelling brand narratives. In an age of content overload, brands that master the art of storytelling won’t just attract attention; they will cultivate enduring relationships with their audiences.

Disney’s recent ‘House of Mouse’ campaign exemplifies the power of strategic storytelling. Designed to reposition the Mickey and Friends brand for a younger, trend-conscious audience, the initiative seamlessly blended experiential marketing and influencer engagement. “We created an event with Anderson .Paak (aka DJ PeeWee) as the host, curating an immersive dance party and social experience. The objective was to integrate Mickey and Friends into youth culture in a way that felt authentic.”

The campaign’s success stemmed from its ability to evoke emotion and build relevance. “At the end of the event, people were saying, ‘I want to go to another one.’ That level of enthusiasm indicated we had succeeded in forging a genuine connection.”

Nurturing creativity in a fast-paced industry

One of the greatest challenges facing marketers today is sustaining creative innovation in an increasingly competitive landscape. For Affinita, inspiration stems from both Disney’s rich legacy and the fresh perspectives of her team. “Often, it’s my team that inspires me. At Disney, we’re very fortunate to be continuously energized by new stories emerging from our films, TV shows and consumer products.”

Disney’s storytelling infrastructure offers an unparalleled advantage. “With an exciting slate of upcoming content – from Marvel and Star Wars to a new Toy Story – there’s always an opportunity to engage audiences in exciting and innovative ways.”

However, fostering innovation also requires intentional leadership. “Our executive team encourages us to challenge convention and seek new approaches. Listening to diverse perspectives within our team, especially from junior members, helps us keep our ideas fresh and inclusive.”

What makes an award-winning story?

As president of the jury for The Drum Awards for Marketing EMEA 2025, Affinita will soon be evaluating entries based on their ability to craft compelling narratives with measurable impact. “A strong creative concept that taps into human truths always stands out to me. I love when a campaign takes a deep audience insight and turns it into something really powerful for the brand.”

Visual storytelling is also a critical factor for Affinita. “When reviewing numerous entries, the ones with strong visual execution naturally capture my attention.” However, creative excellence alone isn’t enough, she says. “The campaign must have achieved its intended objectives, whether that’s brand awareness, engagement or conversion. A great idea is only successful if it delivers tangible results.”

For Affinita, the most effective campaigns balance simplicity and emotional resonance. “Simple yet powerful storytelling is always compelling. Personally, I’m drawn to campaigns that evoke warmth and positivity. Those that leave audiences smiling.”

So, as storytelling in marketing continues to evolve, brands must embrace both tradition and innovation and Affinita’s insights underscore the power of authenticity, emotional engagement and strategic execution. It’s the brands that tell meaningful stories will not only capture attention but also foster lasting consumer connections in our ever-changing landscape.