“A Unique Kind of Magic”: A Boy, His Octopus Pal and Taika Waititi Warm Our Hearts with Disney’s Christmas Ad
Disney might be gearing up for the launch of the highly anticipated Moana 2, but that’s not the only oceanic blockbuster it’s got on its hands right now. Disney’s 2024 Christmas ad has just been released and it’s a surprisingly heartwarming tale of an octopus and his human friend, guaranteed to get you in the festive spirit.
Directed by none other than Thor: Ragnarok’s Taika Waititi, edited by Final Cut and devised by the team at the home of the cosy Christmas ad tradition, adam&eveDDB, the spot sees an impossibly adorable octopus (brought to life by the team at Untold Studios) make friends with a young boy. As he explores the delights and sushi-based horrors of the human world, the little cephalopod falls in love with the magic of Christmas and discovers a new dream - to fly with Santa Claus. And the soundtrack? It could only be ‘90s Disney renaissance banger, Part of Your World.
According to Disney’s Tim Pennoyer, the brief for the ad was to create a “story-driven campaign that would truly resonate emotionally”, something that would feel “distinctly Disney”, with a “musical element to bring extra warmth and memorability”.
But getting from that brief to this very particular and quirky story took quite a bit of creative exploration with the agency team. “We explored more than a dozen ideas for this year, but The Boy & The Octopus had a unique kind of magic that stuck with us,” explains Tim, director of brand marketing at Disney. “Even after our initial discussions, it was the one story we kept texting each other about, captivated by the way it brought a boy and an unexpected friend together in such a whimsical yet relatable way. It beautifully captures the joy of finding friendship and warmth in surprising places, which felt perfect for a Disney holiday story. We couldn’t shake the feeling that this was the story we wanted to tell. The Boy & The Octopus carries on Disney’s tradition of stories that inspire joy, a belief that anything is possible, and a sense of magic you feel within your heart and the world around you.”
Perhaps one of the biggest challenges was turning the octopus into a character that could truly touch the audience’s hearts. After all, while they’re known for being one of the most intelligent creatures in the animal kingdom, they don’t generally have a reputation for being cute and cuddly. But then, no one quite has the knack for creating unexpected anthropomorphic side kicks that Disney has.
As Tim reveals, the final design took its inspiration from some surprising places. “Making the CGI octopus cute was essential to bring out the warmth of the character and our collaborative partner adam&eveDDB and VFX experts Untold Studios delivered,” he says. “We took inspiration from animals that have that undeniable, heart-melting effect—like kittens with those big, soulful eyes. I even shared a few references of cats with large, black pupils, including a slight nod to my own cat, Phil, who has that exact charm. The goal was to create an octopus that could convey curiosity and playfulness, and that hint of kitten-like innocence helped give it an endearing quality audiences could really connect with.”
When it came to figuring out who would direct this whimsical tale, Tim says it was clear that Taika Waititi, the actor and director behind two Thor films, the Hunt for the Wilder People and What We Do in the Shadows, was the man for the job.
“Taika has a remarkable talent for bringing unique, unexpected relationships to life, which made him the ideal choice for a story about a young boy and his unlikely bond with an octopus,” says Tim. “His signature style perfectly captures both the warmth and humour of this unusual friendship while elevating the magic of human connection—a theme we knew would resonate deeply with audiences during the holiday season. Taika’s vision brings a fresh, heartfelt layer to this story, giving it a distinctive charm that feels both new and undeniably Disney.
“Taika Waititi is one of the best in the industry,” continues Tim. “He knows the core of storytelling that is at the heart of every Disney project and was able to bring his own style and creative vision to make a short truly unlike any other. His history masterfully directing young boy actors in Hunt for The Wilderpeople and most recently in the academy award winning feature film Jojo Rabbit also gave us the confidence he was the right choice to tell this story.”
And that enthusiasm goes two ways. “The story manages to connect the feelings that you get around the holidays, and the joy, the goodwill and everything, with those same emotions and those same sensibilities you get from Disney films,” says Taika Waititi. “I think they go hand in hand and it's the perfect match – and only Disney could have made something like this…with me.”
In terms of the production itself, Taika’s energy and storytelling verve was matched by the richness of the locations. According to Tim, the Mallcorcan beach lent the seaside scenes “warmth and magic”, while Prague’s timeless charm was the perfect setting to create that enchanting Disney vibe.
One of the biggest challenges the team faced was dealing with the unpredictable elements - particularly when shooting underwater in Mallorca. On the day, the waves turned out to be larger than expected. But both Taika and the lead actor handled the situation with aplomb. “It added an extra layer of complexity, but Solomon, our young actor, was incredible. Despite the unpredictable conditions, he was completely focused and resilient. With some encouragement and direction from Taika, Solomon was able to nail the shots we needed for the opening of the film. His dedication and ability to stay calm in such a dynamic environment really brought the scene to life in a way we hadn't anticipated. It was a truly memorable experience that added a sense of authenticity and excitement to the film.”
If Tim has learned anything from the experience, it's about how to engage and energise a team. He’s full of admiration for the way Taika’s infectious energy enabled him to get the most out of the young lead, Solomon, and the rest of the cast and crew.
“Taika has this unique way of making everyone feel comfortable and bringing out their natural talent, while keeping the atmosphere light and fun,” says Tim. “Every morning, without fail, he would blast the song ‘Bring Sally Up’ as soon as we started the day, leading the entire crew and creative team in heart-pounding exercises to get the energy up. It was a hilarious and motivating way to kick off the day, and it perfectly captured Taika’s enthusiasm and spirit—he really knows how to keep everyone engaged and ready to give their best.”
Another highlight for the team was working with production designer Olly Williams, who managed to bring that Disney brand to life.
“Olly has an incredible eye for detail and brought such a rich, immersive quality to every set. While all of the sets were stunning, the most memorable moment for me was stepping onto the set of the town square,” says Tim. “It truly felt like stepping into a holiday dream. The way Olly and his team brought the magic of the season to life with every little detail delivered those quintessential Disney holiday feelings—warmth, wonder, and a sense of joy. It’s a testament to Olly and Taika’s collective vision and creativity that every scene felt like it was bursting with holiday magic.”
The campaign is one that’s bound to win the heart of Disney adults around the world - particularly thanks to its familiar sound track, the belter ‘Part of Your World’ from The Little Mermaid. Says Tim, part of the beauty of Part of Your World is that it has such a flexible melody that music supervisor Toby Williams from Leland and his team were able to play with the song in different ways throughout the film to dial up the necessary range of emotions.
“Music has always been one of Disney’s superpowers, with our incredible catalogue of iconic songs spanning over 100 years, and this one is no exception,” says Tim. “The themes of the song—Ariel longing to see the world above the water—mirrored the octopus’s own desire to explore the world beyond the sea. It perfectly encapsulates the octopus's journey, which becomes the heart of the story as he and the boy come together to devise a plan for the octopus to see the world. The song’s message of curiosity and adventure tied beautifully into the emotional core of our film, while also honouring Disney's tradition of timeless, meaningful music.”
It’s a campaign that’s bursting with detail - and beyond those thoughtful touches folded in by Taika, Olly and the Untold team, that also means that it’s full of Easter eggs, with nods to everything from Moana to Toy Story.
For Tim, his favourite Easter egg is a drawing of the lovable Korg, created and voiced by Taika Waititi in the Thor movies. “It was such a fun, unexpected nod to Taika’s past work, and I loved seeing it integrated into the set,” he says. “It felt very much in line with his playful, irreverent style, and it was a small but delightful reminder of the creative energy Taika brings to everything he does. It was one of those little details that made the whole production feel even more personal and connected to his unique sense of humour.”
This year’s Disney holiday campaign in EMEA is once again supporting its long-term charity partner, Make-A-Wish International, celebrating a 44 year long partnership. Just as the little octopus gets its wish, Disney and Make a Wish has made 155,000 wishes come true globally. When you wish upon a star, after all…!
