Helen Pak
Senior vice president, creative-marketing/design/content
The Walt Disney Company
Helen Pak leads Disney’s in‑house creative agency, Yellow Shoes, a multidisciplinary team of over 300 talented professionals including creative, design, digital, account and project management, strategic planning, business affairs, production, programming, synergy and partnership marketing. Together, they build lifelong connections between guests and the magic of Disney Experiences — from theme parks and resorts to cruises and signature offerings — through memorable campaigns, inspiring programming, and captivating content. At its core, Yellow Shoes is on a mission to ignite magical possibilities for everyone, bringing Disney storytelling to life across consumer touch points.
Prior to joining Disney, Helen spent more than 25 years in the advertising industry, holding senior creative leadership roles at agencies such as Grey, Ogilvy, JWT, Taxi, Havas, and StrawberryFrog in Amsterdam. Her work has shaped iconic campaigns for global brands including Procter & Gamble, American Express, Kraft, Toyota, and Unilever. At Ogilvy, she was part of the original team that launched Dove’s landmark Campaign for Real Beauty.
Helen also took a hiatus from agency life to join Meta as a Global Creative Strategist, where she led the Consumer Products and Goods vertical for North America and played a pivotal role in launching brand advertising on Instagram.
Recognized as one of Adweek’s Creative 100, Helen is a passionate advocate for creative excellence. She is a recurring judge at international advertising festivals, including serving as the Clio Awards Innovation Chair and representing Disney on the Cannes Lions jury for Branded Entertainment. Other judging roles have included Cannes Film, D&AD, The One Show, LIAs, Dubai Lynx, Effies, and AdStars in Asia.
Originally trained as an architect in Toronto, Helen draws on that background to approach creativity with a blend of design thinking and storytelling, helping to create moments that connect and inspire.