REDEFINE PRINCESS

Client: Girls Who Code

Girls Who Code is targeted towards girls who already like STEM. But what about the ones who may love it, but don’t even know? Let’s introduce STEM through something girls already love: Disney Princesses.

part 1: princess turns Ebay seller

Our first step is to get parents’ attention and gravitate them towards what it means to redefine princess. So, we’re taking the Disney Princesses’ castles and putting them up for sale on Zillow. We’re listing their most famous accessories on eBay.

part 2: the exhibit

After we’ve made a splash through the listings, we’ll get people’s attention by publicly displaying these iconic princess pieces at a museum. Parents will be excited to bring their children to the Disney Princess Exhibit at the Whitney. But, it won’t be what they expected.

During the exhibit, a statement from the Disney Princesses will interrupt the experience and get projected onto the wall.

We’ll also project a QR code. The code will lead to an AR app that reveals the next part of the experience.

What visitors will see before the interruption.

What they’ll see after.

Visitors will download the AR app and point their phones at the museum pieces. This will reveal what the princess have traded their frivolous accessories for and their future plans as women in STEM.

Augmented reality storybooks

When they return home, girls can use the same AR app again. They’ll grab their old princess storybooks and scan the pages to access new modern tales. In each action-packed story, the princesses’ original narratives will have led them to pursue careers in STEM.

Below is a page from Jasmine’s modern tale, where she sheds her royal title to pursue her dream of becoming an astronaut at Space X.

We know that only a fraction of the girls will be able to attend the museum. The ones who couldn’t can access the modern stories through Instagram and banner ads. The banner ads will be placed on platforms they frequently use.