David Badounts is a Creative Director for major brands.
To support the theatrical launch of Cruella, we built a layered social campaign that extended the film’s punk fashion world beyond the screen. Framed by the tone of a fun crime comedy, the campaign leaned into the spirit of mischief and rebellion that defines the film. At the center was #CruellaWasHere, a disruptive movement-style concept that positioned Cruella not just as a character but as a cultural force leaving her mark everywhere. Disney’s social presence was transformed through takeover-style content featuring graffiti tags, design sketches, and visual stunts that made it feel like she had hacked the system herself.
More than a hashtag, #CruellaWasHere became a signal. It spread across Instagram, X, and into the real world through editorial content, character POV drops, and fashion-led moments. This layered worldbuilding blurred fiction and reality, turning social media into a canvas for creative chaos and giving fans a bold entry point into Cruella’s universe both online and off.
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Role: Design + Art Direction + Creative Direction
Client: Walt Disney Pictures
