Pixar's new release Eclipse isn't just a film — it’s a branding masterclass in merch, music, and motion.
The Reveal: A Sci-Fi Launch Rooted in Emotion
When Pixar announced Eclipse at the 2025 FutureVerse Expo, they didn’t just drop a teaser — they ignited a movement. Through an emotionally charged short film and an interactive solar-themed countdown, Eclipse entered the pop culture psyche as more than a movie. Pixar made the reveal personal, not promotional, using storytelling to pre-sell an emotional experience.
Visual Identity: Celestial Meets Soft-Tech
From color palette to character design, Eclipse blends deep space aesthetics with gentle, Pixar-style familiarity. Merchandise features muted cosmic gradients, tactile packaging, and limited-edition toys modeled after the film’s “aether creatures.” The result? A visual identity that feels futuristic yet comforting — key to making sci-fi accessible to mainstream audiences.
Soundscapes as Brand Signals
Eclipse leans heavily into music and ambient sound to deepen its universe. The official soundtrack, created in collaboration with Hans Zimmer and synthwave artists, wasn’t just background music — it became a standalone brand asset. Released early on Spotify, the album seeded mood and mystery months ahead of the film’s premiere. Sound became a tool for pre-engagement.
Community-First Campaigns: From Fandom to Participation
Instead of top-down promotion, Pixar invited fans into the creative fold. A TikTok “Design Your Planet” challenge and fan art contests turned followers into world-builders. This participatory model blurred the lines between creators and consumers, enhancing emotional investment. Pixar used platforms like Discord and Reddit to make fans part of the Eclipse brand ecosystem.
Merchandising with Meaning
Pixar didn’t flood the market with generic merchandise. Instead, they leaned into scarcity and storytelling. Each plush, collectible, or apparel item came with a QR code linking to lore-rich microcontent — like deleted scenes or character origin stories. This turned merchandise into storytelling vehicles, building a deeper brand universe beyond the screen.
Omnichannel Magic: The Integration Strategy
From augmented-reality experiences in theaters to mobile wallpapers, Pixar ensured Eclipse was everywhere — but always on-brand. Collaborations with Apple for interactive watch faces and with LEGO for buildable constellations showed how design and function could fuse in promotional work. Every touchpoint, from billboard to browser, felt crafted, not crammed.
