To keep everything a surprise, no additional branding tipped off the moment, and Choi said the integration would have never happened without “bravery on everyone’s part.”

“It’s a first for all. The Oscars has been evolving and innovating, year on year, but this is the first time,” Choi said. “We’ve never broken the barrier on having this celebratory moment in the actual theater for the world stage to watch.”

In addition to the in-show moment, Disney Advertising is also implementing other firsts with its sellout list of advertisers, including an integration from Rolex to celebrate this year’s winners, and Bank of America ensuring that people with disabilities can access the program in a first-of-its-kind red carpet livestream with TikTok.

“We’re going to continue to push the boundaries and work with amazing partners like Diageo, Don Julio 1942, AMPAS and Jimmy,” Campbell said. “It comes down to making sure that we’re all a little bit fearless, a little bit OK with the unknown and a little bit comfortable in the uncomfortable because that’s what’s really going to push this storytelling to the next level.”