Disney’s ‘Cool Kids Summer’ Brand Activation: Times Square Experiential Marketing for RoadWerx
Event Photography -> Case Studies -> 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 project required comprehensive coverage of a high-stakes experiential marketing build, capturing the intersection of complex environmental production and the high-energy 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 method provided Roadwerx and Disney with a definitive record that maintains commercial-grade detail across both massive physical displays and digital assets.
