To kick off World Princess Week on August 17, The Walt Disney Company released a nostalgia-infused short film titled: “Once a Princess, Always a Princess.” Brought to life using practical effects and tried-and-true filming techniques, the ad captures the whimsical world the brand is known for, while celebrating the power of imagination and friendship.

Once a Princess, Always a Princess

Collaboratively produced with ad agency Fallon, “Once a Princess, Always a Princess” follows the story of two neighbor girls who become fast friends, transforming the world around them with the power of their shared imagination. Together they take magic carpet rides, go on underwater adventures, and attend enchanted parties. Featuring iconic characters and scenery that pay homage to classic Disney films, the ad has clearly resonated with viewers. Since being released on YouTube and Disney+ two weeks ago, it has gained over 37 million views – with almost 7 million of those views taking place within 24 hours of its premiere!

Disney selected acclaimed director and photographer Alex Prager, known for a “style of saturated color and cinematic magical realism” to oversee the project. On her Instagram, Prager shared about the idea behind the film:

“…it’s the perfect meeting place between real life and dreams. I wanted to highlight that Disney stories give kids a shared language through which they can imagine together and the innocence of childhood friendship.”

Designed to have a multi-generational appeal, the ad is set in the ‘90s and has a nostalgic vein running throughout, from the set dressing to the costuming. Lee Jury, Senior Vice President of Marketing for The Walt Disney Company EMEA, commented:

“…something we’ve long believed at Disney [is that] great stories can last a lifetime. Princess storytelling creates shared connections and values that have a lasting impact from one generation to the next.”

Practical and authentic

Rooting the film in a sense of reality was critical for the filmmakers. Instead of relying on CGI, Prager and the team opted to do as much magic in-camera as possible. This meant using “bigatures” (large-scale miniatures) for the castles, puppetry for the animal characters, and matte paintings for the scene backdrops. The team even kept it classic when developing the soundtrack, utilizing a 56-piece live orchestra for the recordings. Many other tried-and-true camera tricks were employed, including forced perspective shots and a dry-to-wet filming technique for the underwater sequence.

Disney’s VP of brand marketing Jeff Benienk commented on why the use of practical effects was so important to the vision for the film:

“This is a film that explores extraordinary worlds. But more than that, it’s a delicate, emotional film about how relationships stay with us as life changes. Giving the actors real, tangible sets to play off of brings an incredible authenticity to their performances . . . which directly shapes how the viewer connects with the story. Many of the practical effects we used were pioneered by Disney. Leaning into those classic techniques gave the short a genuine warmth and charm that feels deeply natural for the brand.”

See how Prager and her team brought the film to life in this behind-the-scenes video: