They’re yellow. They’re chaotic. They speak in gibberish and live for mayhem. And yet — we can’t help but love them.

This campaign for Despicable Me 4 on Max embraces everything that makes the Minions iconic: their nonsense language, their irreverent humor, and their totally unpredictable behavior.

The creative concept — “Don’t try to understand them, just love them” — was developed hand-in-hand with the client, and quickly became the emotional and strategic core of the entire campaign.

We brought it to life through a high-energy main spot — a kind of joyful, Minion-style music video — built over an original music track that guided the rhythm, pacing and mischief of the entire piece.

The campaign extended into platform-specific versions and a playful rollout across social media, with bite-sized content that kept the chaos going.

Because when it comes to Minions, logic doesn’t apply — but fun? Fun is guaranteed.