PeopleMeet Helen Pak, the creative executive behind Disney’s new master-planned community

Ad agency veteran previously worked at Grey, Havas Media and Saatchi & Saatchi prior to Disney.
Karen JavierFebruary 21, 2022

Leading high-performance teams, launching successful marketing campaigns, and yielding significant results for some of the world’s largest brands – you name it, she’s done it.

Helen Pak once again proves to be an industry leader and game-changer in the advertising industry with the latest announcement of Disney’s new business plan to develop residential communities named “Storyliving by Disney.”

Since being appointed as senior vice president of creative for marketing design and content at Disney’s in-house creative agency, Yellow Shoes, Pak has led the ideation, creative development, and execution of the global marketing and sales creative initiatives for Walt Disney Parks & Resorts businesses. She also oversees the cross-company creative leadership across Disney platforms.

A 20-year industry veteran, Pak was most recently president and CCO of Grey before joining Disney. She held the same role at Havas Media prior to that where she helped in the successful acquisition of the integrated digital agency, TP1, in Quebec for expansion regionally and nationally, as well as the integration of Plastic Mobile, a mobile app design company, following its acquisition.

She took a break from the advertising world for more than a year and worked as the global creative strategist for Facebook and Instagram, where she helped multiple business verticals to create relevant content across platforms.

At Saatchi & Saatchi, Pak was the creative director that led the brand transformation of Toyota’s successful ‘make things better’ re-positioning and launched its largest integrated corporate social responsibility marketing initiative. During this time, Toyota jumped from the 18th most respected brand to the 9th in a span of only one year through integrated marketing. When Pak was promoted to executive creative director, Saatchi Canada ranked among the top Saatchi & Saatchi offices globally and Saatchi won the ADCC Agency of the Year.

Pak has also held leadership roles at Ogilvy, StrawberryFrog and TAXI and has worked on top brands such as American Express, Unilever, P&G, Cover Girl, Dove, Kraft, and Telus. She was recognized as a Top 13 Global Leaders in Advertising and was named to Creativepool’s Top 100 Influencers for two consecutive years.

A champion of Diversity, Equity and Inclusion, Pak is a member of the Disney internal Brave DEI task force.

Most recently, Pak was involved with Disney’s launch announcement for “Storyliving by Disney,” home communities. The newest member of the company’s family of products is a platform of residential communities that will include housing for residents ages 55+ in the Coachella Valley.

Storyliving by Disney is a part town-part resort community that hints at a distinctively designed space for the residents to enjoy fitness and wellness programs, live performances, and entertainment while keeping Disney’s special brand of magic. The new venture of the entertainment giant to develop residential communities across America promises vibrant new neighborhoods with another level of magical experience.

“Our consumers trust that the experience that Disney creates will be enriching, adventurous and fun for all involved,” Pak said. “Picture an energetic community with the warmth and charm of a small town and the beauty of a resort; a place that entices inspiration and makes every moment more memorable than the last.”

The first Storyliving community will be named Cotino in Rancho Mirage, California and master-planned by Disney’s research and development team, known as Imagineers, who will work with developers and homebuilders in bringing each community’s creative concept to life.

Karen Javier

Karen is responsible for editorial support and covers agency, digital content, and D&I news.

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