ABOUT

In Despicable Me 3, Gru discovers he has a brother. We were tasked with helping teens and tweens rediscover him and the other key characters in Illumination Entertainment's animated feature (besides the beloved Minions) in a fun way for a global TV promo and social campaign.

With a one day shoot, we produced three key pieces of content targeted at different audiences, starring four up-and-coming street dancers, including one b-boy champion.

The delivery was over 30 broadcast and social pieces of content, and a complimentary suite of bitesize edits for social seeded around the world from pop-up TV channels to Snapchat to Instagram, inspiring live experiences with local dancers.