Celebrating 100 Years of Disney, Hongik University X Disney Industry-Academia Collaboration Share Your Disney Moment

The story of collaboration with Disney's charm

In the first semester of 2023, commemorating Disney's 100th anniversary, Hongik University conducted an industry-academia collaboration titled 'Share Your Disney Moment'. The project was carried out by the Graduate School of Film, Digital Media and Communication and the Department of Visual Communication Design in the College of Fine Arts.  A total of 66 graduate and undergraduate students participated, creating 56 pieces of work. The works included 2D and 3D animations, brand advertisements, illustrations, books, and figurines. The works from this industry-academia collaboration project can be viewed on the official YouTube and Instagram channels of Disney Korea, Disney+, Marvel Korea, National Geographic, and Star Wars Korea.

The special graduate school at Hongik University has many current industry designers and experienced professionals as students. The industry-academia collaboration project provided an opportunity for undergraduate students and industry practitioners to exchange opinions and collaborate through team work.  It was a meaningful experience for both graduate and undergraduate students, who engaged in practical courses within the graduate school environment. Eight departments with different specializations were able to share their opinions and work with each other.  

Professor Kim Ji-yoon, who oversaw the project at the Graduate School of Film, Digital Media and Communication in the Film Design major, remarked, "Many students in our Graduate School are already representatives of their companies, and most are professionals who have had numerous opportunities to collaborate with businesses. We wondered if an industry-academia collaboration project would be beneficial for them." She added, "However, conducting practical work in a graduate school environment aimed at academic learning was positively received by everyone."

"Disney is a company that takes its brand values very seriously, so the core message of Disney was the most important thing for this project," said Kim. Disney is a prominent family-friendly company that appeals to all age groups. Disney's 'Family-Oriented' narrative is something that resonates with anyone who watches Disney productions. In keeping with the project's motto, "Share Your Disney Moments," it was important to combine Disney's core message with the creator’s personal experiences.  Professor Kim Jiyoon explained, "At the beginning, the undergraduate students brought many references, but for this project, the most important aspect was their own experiences that align with the values of the Disney brand, so we asked them to focus on their own way of expression rather than references.  Disney did not in any way dictate the expression styles."

In Accordance with this motto, participants integrated their own experiences into the Disney story 'Up', relating it to their lives as newlyweds or incorporating nicknames used between spouses into their works, among other diverse approaches.  For instance, one creator's young son actually took on an acting role, while another creator’s middle school daughter studying traditional Korean music played Disney's theme song on an instrument, creating a warm and familial atmosphere.  Professor Kim Jiyoon expressed her desire to introduce students to the sense of 'fun' she experienced during her time at Disney. Creating an environment where both viewers and creators can feel joy is key. During the presentation of the completed works, the child who appeared in the film came onstage, and everyone wore Mickey Mouse headbands to watch.

This collaborative process, which is not common in graduate school, fostered a sense of camaraderie and gave undergraduate students who are not yet familiar with practical work in the industry a chance to experience the working process.  Particularly for undergraduate students who often who often work on their own, it was a new opportunity to learn how to tailor their work according to a brand's image and guidelines.  Professor Kim Jiyoon said that she was particularly pleased to see the growth and enthusiasm of the students and is optimistic about future industry-academia collaboration.

Online Communications Reporter Lee Eunsoo