Disney’s ‘Cool Kids Summer’ Brand Activation: Times Square Experiential Marketing for RoadWerx
Event Photography -> Portfolio -> Roadwerx x Disney at Times Square
The Disney Brand Storytelling in the Heart of NYC
On March 12, 2026, professional event photography studio Joe Jenkins Photography was commissioned by Roadwerx to document the launch of Disney’s ‘Cool Kid’s Summer’ campaign in the center of Times Square. The coverage included photography of an experiential marketing build, which can be challenging in an environment like Times Square. With his on-site assistant, while the logistics remained challenging they were able to create a gallery of images standing at intersection of a complex environmental production and the high-energy from fan engagement that has defined the Disney brand as a multi-decade global institution.
With so much color and vibrancy echoing off the walls of Times Square’s myriad panel displays to support the ‘Cool Kids Summer’ aesthetic, a medium format system was the only choice to ensure the full range of light and tone was captured for the day. Utilizing the Fujifilm GFX 100S, the studio prioritized a high-resolution approach to document the day’s brand activation. As a result, this provided Roadwerx and Disney with a definitive record that maintains commercial-grade detail across both massive physical displays and digital assets. The below portfolio work represents a highlights of the day’s photography.
