Concepting · User Experience · Art Direction · Visual Design
Universal Pictures needed a digital engagement play to accompany a Minion-shaped blimp-The Despicablimp–that would travel the country in support and promotion of the theatrical release of Despicable Me 2. Users were able to track and upload sightings of the blimp via real-time Twitter, Facebook and Instagram integration and enter into a sweepstakes to win a trip to Los Angeles and a ride on the Despicablimp.
I wore many hats during this project. I was a part of the conceptualization of the "Despicablimp Command Center", the user experience design, visual design, manager of 3D freelance contractor for creating Minion characters, and point of contact for the Illumination 3D team. The campaign was a major success with 30 million digital impressions, 327K Command Center visitors, and 20K user photos uploaded.