MINIONS & MONSTERS: MARKETING AND KEYART

At the beginning of the creative exploration for Minions & Monsters, I was immediately drawn to the film's colorful cast of monsters. Their bold palettes and expressive designs were visually striking, and the Blob creature, Irene, felt like the perfect character to build a campaign around. The challenge, however, was that Irene wasn't revealed until the third act of the film, and Marketing was understandably cautious about sharing imagery too early.

Working under the creative direction of CCO Gail Harrison, we explored a wide range of visual directions to capture the film's playful energy while preserving the surprise. The goal was to create a hyper-bright, eye-catching campaign that introduced audiences to the new Minions through bold color, dynamic compositions, and monster-inspired graphics.

Many of these early concepts ultimately became the foundation of the film's global marketing campaign and were adapted across a wide range of creative executions, including theatrical marketing, digital assets, retail programs, and co-branded promotional partnerships.