CREATIVE DIRECTOR ◘ COPYWRITER ◘ PERSONALITY HIRE

Minion Intelligence

With all of America watching, we knew we had to tease Despicable Me 4 by relying on the Minions’ penchant for disruptive mischief. The Super Bowl brief: film specifics aside, just make it big, topical, subversive, and undeniably Minions.

Touching the third rail of the zeitgeist, we took a shot across the bow, proudly announcing that AI soup will never replace pure creativity—no matter who’s doing the animating. We earned some headlines, the respect of the creative community, and even a few new Minions fans in the process.

Shout-Outs:
Babette Patte, Jamie Boulton, Kyrsti Schwarz, Karine Grigorian, Loni Albertson, Ashley Barber, Dominique Perrine, Cameron Farrelly, and practically everyone else in our marketing department at one point or another

Thanks to everyone who helped me get this far.