Disney Debuts Festive Campaign ‘The Invisible Horse’
Disney has launched its annual holiday campaign.
The company’s global marketing push, ‘Make the Holidays Magic’, is designed to unite holiday celebrations across Disney’s parks and experiences, streaming, television and consumer products – while also building on giving initiatives.
The brand platform centres on a hero film ‘The Invisible Horse,’ which was created by adam&eve\TBWA and directed by Dougal Wilson.
“Disney has long been part of the traditions, memories and moments that make the holiday season so special for families around the world,” says Asad Ayaz, Chief Marketing and Brand Officer of The Walt Disney Company.
“This season, we’re bringing the best of Disney together to give families more ways to make the holidays magic: a trip they’ll talk about for years, a new favourite to watch together, the perfect gift under the tree and, for the children and families who need it most, a wish come true.”
“Disney has long been part of the traditions, memories and moments that make the holiday season so special for families around the world.”
A ‘visually inventive’ campaign
Disney’s holiday campaign hinges on ‘A Disney Holiday Short: The Invisible Horse’, an original short film that tells the story of Jack, a young boy who believes that he has outgrown the holiday season.
When he befriends an invisible horse, Jack goes on an adventure designed to reignite his imagination, bring him closer to his family and bring back the magic of the festive season.
The campaign is being distributed both online and on Disney+.
“Disney's festive shorts have become a much-loved part of this holiday season celebrating the power of storytelling to bring people together,” says Lee Jury, Senior Vice President of Marketing at The Walt Disney Company.
“This year, we're very proud to continue that tradition with ‘The Invisible Horse’. Directed by acclaimed British filmmaker Dougal Wilson, the film is emotionally rich, visually inventive and full of heart. It's a story that sparks imagination and reminds us that a little magic can make a huge difference.”
- Disney’s global marketing campaign is titled ‘Make the Holidays Magic’ and unites celebrations across parks, streaming, television and consumer products.
- The centrepiece of the campaign is an original short film titled ‘The Invisible Horse’, created by advertising agency adam&eve\TBWA and directed by British filmmaker Dougal Wilson.
- The narrative focuses on a young boy named Jack who believes he has outgrown the festive season before befriending an invisible horse.
- The campaign and its hero short are being distributed both online and on Disney+.
- Disney’s charitable efforts for the campaign build on a partnership with the Make-A-Wish foundation that has lasted since 1980, alongside collaborations with non-profit organisations such as Blue Star Families and Toys for Tots.
Making the holidays magic
‘A Disney Holiday Short: The Invisible Horse’ sits as part of a larger holiday campaign for Disney – which includes the company’s philanthropic efforts.
As part of an ongoing partnership that has lasted since 1980, Disney is partnering with the Make-A-Wish foundation, tying its marketing campaign directly to fundraising and wish-granting initiatives to support children living with critical illnesses.
The company will also be working closely with Blue Star Families, Toys for Tots and other non-profit organisations to grant holiday wishes, create special moments for military families and deliver toys to children.
Many of these moments will come to life through activations, events, performances, talent appearances, toy drives, Disney Store shopping sprees and more, in key locations such as Disney Parks, Disney on Broadway and Disney on Ice.
Who are Disney's key partners?
- Kraft Heinz – Disney and Kraft Heinz announced a landmark, long-term, enterprise-wide strategic alliance in 2026, kicking off at the D23 Expo. It spans Walt Disney World, Disneyland and Disney Cruise Line, plus Disney's studios, streaming and ESPN.
- OpenAI – In December, Disney signed a three-year licensing and investment agreement making it the first major content partner for Sora, OpenAI's generative video platform.
- Coca-Cola – Disney's longest-running corporate partnership, dating to the 1950s when Walt Disney enlisted Coca-Cola to help finance his first theme park.
- McDonald’s – A long-running Disney World dining partner, historically sponsoring attractions like Animal Kingdom's Restaurantosaurus and the Dinosaur ride from 1998 to 2008.
