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Despicable Me Minion Mayhem


Artisans PR
Wednesday, Aug. 6, 2014


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A Common Thread’s Clay Staub has directed a new campaign for Universal Studios and Los Angeles agency David & Goliath that encourages park patrons to “find your inner Minion.” A bright and bubbly blend of live action, visual effects and computer animation, the spot promotes the park’s new attraction Despicable Me: Minion Mayhem.

A family arrives at Universal Studios to find the park overrun with Minions, impulsive, mischievous yellow creatures featured in the films Despicable Me and Despicable Me 2. They splash about in a fountain and duel with churros before dashing off to the new Despicable Me: Minion Mayhem ride—while encouraging the family to follow. When mom, dad and the two kids hop into one of the car’s rides, they are magically transformed into Minions themselves.

SPW Credits
Client: Universal Studios 
Title: Despicable Me Minion Mayhem
Agency: David & Goliath. David Angelo Chairman, Chief Creative Officer; Carol Lombard, Head of Production/Managing Director; Carrie Lighthall, Senior Broadcast Producer; Ben Purcell, Steve Yee and Chris Robertson, Group Creative Directors; Kris Grove Møller, Associate Creative Director; Mike Wilson and Allen Yu, Art Directors; Courtney Pulver, Copywriter; Sarah Allen Junior Art Director.
Production: A Common Thread. Clay Staub, Director; J.P. McMahon and Tristan Drew, Executive Producers.
Editorial: Spinach Editorial. Adam Bright, Managing Director/Editor; Jonathan Carpio, Production Coordinator.
Animation: Illumination Entertainment. Rory Phillips, Gail Harrison, Fabrice Joubert and  Frederic Hopp.
VFX: Eight VFX. Baptiste Andreiux, Shira Boardman.


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