What happens when Disney needs to rebrand their match 3 game to appeal to a non-typical, adult audience AND position it as a game for everyone... welcome to the "Embrace the Blitz!" campaign. Rather than trying to make a rainbow blasting, fun loving game like Emoji Blitz stereotypically "adult" we chose to be embrace our inner child and let that rainbow vomit flow. After a full visual identity overhaul, national TV commercial, Blitz Champion influencers, months of social content, educational videos, countless events and a meme or two Disney Emoji Blitz starting getting the buzz it deserved. In the end our irreverent new take on Blitzing forwent the traditional Disney tone of voice and captured the hearts and laughs of mobile gamers everywhere.