Despicable Me 4: A giant Minion-sized adventure

For the release of Despicable Me 4, we were called upon to produce a campaign of epic proportions. We seized this opportunity by transforming Australia’s urban landscape into a playground for every fan – the young and the young at heart.

We brought the beloved Minions to life, producing and installing custom-built 6-meter tall inflatable Minions in key Westfield shopping centres across Melbourne, Sydney, and Brisbane. These eye-catching installations turned ordinary shopping trips into extraordinary encounters, captivating audiences of all ages and generating excitement for the movie’s release.

The pinnacle of our campaign was an awe-inspiring 8-meter tall custom-built inflatable Minion. This colossal creation found its home at Sydney’s Overseas Passenger Terminal during the 2024 Vivid Festival, becoming an unforgettable icon against the backdrop of the harbour during the festival’s final week.

Our strategic placement of these inflatable Minions not only stirred anticipation for Despicable Me 4 but also created shareable moments that extended the campaign’s reach far beyond the physical installations.