CREATIVE DIRECTOR ◘ COPYWRITER ◘ PERSONALITY HIRE

Gru’s Scarf

To remind everyone the world’s greatest supervillain, Gru, was back, we coordinated a big, international moment which would be seen by everyone a week before the release of Despicable Me 4.

Using a mix of live-action and CGI modeling, we draped Gru’s iconic black-and-grey scarf over five iconic international landmarks across New York, London, Rome, Rio de Janeiro, and Sydney.

Each shaky, UGC-mimicking video was released separately by partner channels worldwide and then compiled together in shared posts by fans, meme accounts, and film reporters.

Shout-Outs:
Karine Grigorian, Caroline Morgan, Kyrsti Schwarz, Dominique Perrine, Cameron Farrelly

Thanks to everyone who helped me get this far.