“Well Said” was a national out-of-home campaign announcing Hulu’s integration into Disney+, designed to unfold like a story across phases. It began with minimalist quotes from beloved Disney+ characters, evolved into dynamic scenes with the characters themselves, and in Phase 3—things got messy (in the best way). Hulu crashed the party with tonal whiplash: Family Guy tagging over a Lilo & Stitch quote, The Bear slashing through “bear necessities,” and American Horror Story twisting Disney magic into something darker and unexpected. I originated the disruptive Phase 3 concept and co-led design across all three phases, steering the creative shift from reverent to rebellious. From concept to physical execution, we guided how characters interacted with type, spaces, and each other. The work spanned Times Square billboards, taxi toppers, bus shelters, and more nationwide, each evolving in place to visually mark the brand’s transformation. This wasn’t just a campaign—it was a narrative takeover that turned outdoor media into a living, shifting experience.