MINIONS 8BIT G-SHOCK

The marketing team at Illumination Entertainment was developing a music video with Pharrell for the song “Yellow Light” from the Despicable Me 3 official soundtrack, and I was brought in to create a comprehensive style guide—within one week. Yes, a complete style guide in seven days. I was primarily responsible for the boys’ designs, while also developing several concepts for the girls. By the end of the project, I had completed approximately twenty designs and ten patterns.

G-SHOCK partners expressed interest in extending the artwork, and I wanted to create something truly special for the packaging. Knowing how passionate collectors are—and the premium value placed on standout G-SHOCK collaborations—I aimed to design packaging that felt worthy of that tier. Medicom embraced the concept of a Minion Pharrell collectible figure, and the fan response confirmed the decision, with the figure selling out within an hour.

I was later informed by the Universal APAC team that the watches themselves sold out during online pre-sale, before ever reaching retail stores.