When Up was on its way to DVD, Disney•Pixar was faced with a challenge—how would it continue the conversation among fans?
DigiSynd was asked to find new and unique ways to present their content to the Facebook community in order to bridge the gap between the theatrical and home entertainment releases.
We decided to leverage the talents of a popular online creator who could make something that functioned both as an independent work of art while also acting as this missing link. DigiSynd was doubly tasked with finding someone whose output would seamlessly integrate with the intelligent whimsy that has come to define Pixar.
DigiSynd found just such a person in the Australian DJ and VJ Pogo, who already had a sizable following on YouTube, thanks to his innovative remixes of legacy Disney properties.
We facilitated an official relationship between the artist and Pixar, whereupon Pogo was given permission to apply his magic to Up.
On December 25, 2009, Pogo released UPular, a dreamy, rhythm-driven video that combined original music with remixed dialogue and footage from the film. The results were overwhelming—fans appreciated seeing a collaboration that blurred the lines between the established genius of Pixar and the cutting-edge vision of Pogo.
In leveraging tastemaker talent against a backdrop of popular content, DigiSynd demonstrated the ability of quality material to exist and flourish across many contexts.