CREATIVE DIRECTOR ◘ COPYWRITER ◘ PERSONALITY HIRE

Baby Popcōrn Carrier

The collectible movie theater popcorn bucket category had its buzzy, zeitgeist moment, the Popcorn Bucket Wars, courtesy of suggestive creations from Dune: Part Two and Deadpool & Wolverine.

With an opportunity to capture similar headlines and opening weekend theatrical urgency for Despicable Me 4, we quickly got to work to create our own.

While needing to keep ours rated PG, but also relevant to the themes of Despicable Me 4, we modeled ours after Gru’s new baby carrier.

Instead of creating a straight 1:1 recreation, we made sure to add character cues like a Minion badge and Gru’s scarf.

Prototype in hand, we created a series of assets for our exhibition partners to share with their channels.

Once the Internet got a hold of it, well they understood it immediately.

*in case you were wondering, legal would not allow us to use an umlaut (ö) in the name to create an incredible baby carrier brand pun, but we were able to talk them into the similar—yet totally different—macron (ō) diacritical mark.

Shout-Outs:
Karine Grigorian, Mike Barry, Kyrsti Schwarz, Will Lenz, Ryan West, Dominique Perrine, Gil Cuffy, Cameron Farrelly

Thanks to everyone who helped me get this far.