Despicable Me 4

Assembling everyone’s favorite villains-turned-antivillains for their most despicable mission yet.

Overview

Le boss and his buddies are back. Together with Universal Pictures and Illumination Entertainment, DMM brought widespread mischief and minion-filled mayhem to socials for the theatrical campaign of Despicable Me 4! To hype up this super-charged event of the summer, we were tasked with designing milestone pieces for the campaign as well as pitching ideas for a talent content capture day, memes, and other social-forward concepts we could create to round out our content strategy. Inspired by our new secret weapon, the Mega Minions, we set out to make each creative bigger, badder, and more mega than ever.

universal illumination-entertainment

OBJECTIVES

The fourth installment introduced new villains, family dynamics, and schemes into the beloved Minionverse, so we built our creative strategy around each of those aspects. Our creatives incorporated scenes that highlighted the film’s comedic hijinks, the characters’ punchy personalities, and the high stakes heists. We integrated design elements that emphasized the playful yet mischievous nature of the franchise, utilizing bold text, quick and dynamic transitions, and details inspired by the minions, notably their signature yellow along with their striking eyes.

We bolstered our efforts to foster fun throughout the fandom by crafting lo-fi content that featured the film’s relatable humor and leveraged fan-favorite characters. Doing so allowed us to connect with fans on another level, reminding core fans why they first fell in love with the franchise, while also inviting new fans into the wicked fun of our world.

RESULTS

Fans went bananas for Despicable Me 4, with our social creatives bringing in over 2.2M engagements and 41.1M video views across Facebook, X, Instagram, and TikTok. The megamazing release of the film made waves across the globe and cemented the Despicable Me / Minions franchise as the first animated franchise ever to gross over $5 billion at the global box office. With our downright despicable methods, we brought everyone on socials back into the thick of pure minion madness.

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