Disney has teamed up with the Los Angeles County Museum of Art (LACMA) on a Snapchat campaign that retells the entertainment giant's classic stories via an unexpected canvas -- fine art.
Starting this month, on the @OhMyDisney and @LACMA Snapchat accounts, we'll see stories such as "Beauty and the Beast" revisited through works from LACMA's collection, which contains more than 130,000 pieces of art from all around the world.
The debut story currently running now reimagines "Beauty and the Beast" by coupling works such as a lithograph of Alphonse Mucha's "Zodiac," paintings from Paul Gaugin and sculpture from Ishikawa Mitsuaki, with cute, hand-drawn Snapchat overlays. It's a fresh -- and funny -- way to relive the tale while getting a glimpse of the museum's compelling pieces. The stories will continue to roll out bi-monthly.
"LACMA's intentionally humorous Snapchat account not only has made important artworks from our collection vastly more accessible to new audiences, but it has also allowed us to explore these artworks from new points of view," said Michael Govan, LACMA CEO and Wallis Annenberg director in a statement. "Partnering with Disney -- one of the most influential and dynamic storytellers of our time -- is a perfect marriage of two Los Angeles institutions that love to engage the public with images."
LACMA joined Snapchat in July 2014 and has earned a Webby for its playful, sometimes irreverent approach to highlighting its collection.
Oh My Disney platform is the entertainment company's platform for keeping fans engaged through original, timely and shareable content around Disney stories.
"Our Snapchat campaign with LACMA opens up new ways for our audiences to experience art and their favorite Disney stories," added Dan Reynolds, VP-content and audience development, Disney Consumer Products and Interactive Media in the statement. "The LACMA Snapchat account already captures that contemporary and culturally savvy voice and tone that our OhMyDisney Snapchat audience loves, and this collaboration is a natural way to add a little magic to art and storytelling to reach a new generation of art and Disney fans alike."