How do we show that Hulu is now on Disney+? By bringing their iconic Hulu characters to life and having them interact with our billboards, of course!
In spring 2026, Disney+ and Hulu merged, and we were briefed to develop creative ideas that would bring some of Hulu’s most recognisable IP to life and announce the launch.
I came up with the idea of making the campaign feel disruptive and unexpected, with Bart Simpson spray-painting his iconic tagline directly onto a Disney+ billboard. By breaking the fourth wall and having the character physically interact with the advertising, we created something that felt playful, culturally relevant and unmistakably Hulu.
The response to the idea has been phenomenal, both across the US and on social, making it a standout concept from the campaign.
