The Brief

To promote the 2022 release of Lightyear, Disney UK launched an experiential fitness activation in London, a workout event themed entirely around Buzz Lightyear.

We wanted the fitness influencers who attended to feel heroic, energetic, and giving a vibe of absurdly over-serious in the way only Buzz can be.

My task was to craft themed copy across the activation, from directional signage and workout stations to promotional banners, photo opps, and voiceover-style motivational quips.

The Research & Context

Buzz Lightyear Tone of Voice Principles

To capture the voice of Buzz Lightyear at this event, I researched the main man himself to get a tone guide, which was built on the following core traits:

Heroic & Overconfident: Every line should sound like it belongs in a space-opera trailer. Buzz always assumes he’s the hero.

Formal & Gallant: Buzz speaks in full sentences with theatrical seriousness—even about burpees.

Sincere to a Fault: Total conviction. Every press-up is a pledge.

Mission-Driven: Everything is framed as an urgent directive from Star Command.

Sci-Fi Grandiosity: Cosmic metaphors, planetary stakes. Galactic drama for gym squats.

Clueless Yet Noble: Buzz doesn’t always understand the challenge. But he’s always bravely doing it anyway.

Buzzified Copywriting Devices

Mission Format:

• This cooldown is a mission of galactic recovery.

• Objective: hydration. Deadline: now. Risk Level: moderate-to-sweaty.

Cosmic Metaphors:

• This is not cardio. It’s warp-speed propulsion protocol.

• You’re not lifting weights, you’re defying gravity.

Formal Hero-Speak:

• I vow to finish this final rep with dignity and honour.

• By order of Star Command, you are hereby cleared for stretch.

Parody Sincerity:

• Failure is not an option. It’s a detour through asteroid fields.

• This is not bravado. It’s bravery. In breathable fabric.

Audience

• Young families, casual fans, gymgoers, and influencers.

• Had to be accessible and PG, but smart enough for adults to enjoy.

• Tone needed to reference Lightyear the film (more serious sci-fi tone) while still borrowing charm from classic Buzz Lightyear bravado.

Tone & Style

• Heroic, theatrical, and deeply committed to the bit.

• Mix of Star Command-style commands and parody sci-fi metaphors.

• Earnest. Grand. Gloriously excessive.

Purpose

• Turn a fitness event into a galactic mission.

• Add character to the signage and experience.

• Help attendees feel like they were training with (or against) Buzz himself.

Example Copy Lines

Arrival Signage:

• Welcome to Star Command’s unofficial bootcamp. Space isn’t going to patrol itself.

• Welcome, Space Rangers. Your mission begins here.

• Check in. Gear up. Let’s get moving.

• Step inside. Activate your training sequence.

• Welcome, Cadet. Report to Base. Mission: Maximum Output.

• You have been selected for the Star Command Elite Motion Protocol. Congratulations. Or condolences.

• By order of Star Command, your warm-up is now mandatory.

• This is not rocket science. It’s worse. It’s core training.

• This mission requires hydration of the highest order.

Workout Zones:

• Gravity Resistance Training: Engage legs. Defy expectations.

• I don’t stretch. I realign my heroic silhouette.

• The floor is lava. Also cardio. Mostly cardio.

• Run like your starship depends on it.

• Galactic Endurance Gauntlet: The only way out is up.

• Command Center Cooldown: Begin recalibration. Emotional included.

• This deadlift is now a tactical priority.

• Deploy abs. Brace for feedback.

• We appear to be off-course. Please return to the designated trajectory (i.e., the mat).

• This is Hyper-Intensity Intergalactic Training.

Photo Opportunity Signage:

• Starlight looks good on you.

• Camera detected. Assume heroic stance.

• Strike a pose. Save the galaxy. Repeat.

• Face Alert. Entering Red Zone.

• Mission complete. Muscle memory pending.

  Photo captured. Vanity levels: stable.

• You’ve completed your mission. Sweat level: heroic.

• Good work, Rookie Class Delta. Your lunges were… tolerable.

• This isn’t sweat. It’s space fuel.

Motivational Quips:

• Proceed with extreme optimism. Failure is just space debris.

• No sign of intelligent excuses anywhere.

• You’ve got more in the tank than you think.

• What’s one more set in the face of destiny?

• You have reached maximum output. Please remain heroic.

• You are not just sweating. You are glowing with mission purpose.

• Courage. Focus. Hydration. The pillars of any successful launch.

• If you feel like giving up... that’s when you power up.

CTA Banners / Social:

• Not a workout. A launch sequence.

• Hero status: unlocked.

• Star Command called. You’re late for training.

• To the gym floor. And beyond.

Why It Worked

This copy transformed a corporate fitness tie-in into an immersive, self-aware experience. It leaned into the mythos of Buzz Lightyear, turning gym mats into launch pads and HIIT intervals into hero training. The writing added humour, character, and cosmic commitment—creating a brand moment that felt theatrical, high-energy, and galactically fun.

It didn’t just sell the movie. It brought Buzz to life—in stretch-resistant Lycra.

To infinity. And one more rep.