Working alongside our sister company, WALKER DRAWAS PR, we were asked to help position the beloved MINIONS brand towards the lifestyle and culture side of the market – bringing an air of ‘surf-side cool’ to one of America’s most beloved brands.
Through a multi-layered collaboration with renowned artist Buff Monster and surf industry leader, Rusty, we helped develop a capsule collection that stylistically pairs the beach lifestyle with the Minions franchise.
Style icons and models; filmmakers; innovators on Instagram, Snapchat and YouTube; and real- life couple Jay Alvarrez and Alexis Ren were tapped to collaborate on the marketing campaign for the launch. Additionally, surfers, such as Rusty athlete Noa Deane, appeared in association with the collection. The influencers were featured in a multi-layered digital campaign timed to the launch of the collection.