By Thomas Hobbs

Brand lessons from Disney’s Pixar

Matthew Luhn, story supervisor and instructor at Pixar animation studios, is no stranger to emotive messaging with the studio’s films, which include Toy Story and Up, famous for pulling on the heart strings.

He told delegates that brands can learn a lot from Pixar’s approach to filmmaking.

“On Toy Story we worked with a psychologist and we worked with neurologists to really study the brain’s emotional response for Inside Out,” he explained.

“Without that research we wouldn’t be able to connect so deeply with viewers and that process has informed all of our movies.”

The research, he said, particularly informed Read full story ›

Source: Marketing Week