Discovery Channel Despicable Me

details

joel pilger	creative director/dp
steve urbano	director
hector espinosa	senior motion designer
jen casson	editor
brian de herrera-schnering	editor
ben eslinger	editor
ryan mast	motion designer
ed rhine	motion designer
abigail seymour	producer
adam vogel	production coordinator
coupe studios	audio

the project story

GOLD AWARD – PROMAXBDA 2011.

Cleverly melding two blockbusters – Deadliest Catch collides with the minions of Despicable Me in this integrated campaign for Discovery Channel.

With only a toolkit from Universal as inspiration, Impossible directors Joel Pilger and Steve Urbano developed this hilarious concept and ensuing multi-faceted campaign. A live action shoot of captain Keith Colburn aboard The Wizard married beautifully with the toolkit thanks to the Impossible visual effects team.

The resulting client buzz was palpable. “(Discovery and Universal) can’t thank you all enough for all your hard work making this entire project come to life and seeing it through to the very end. I know it was not an easy feat. You guys are truly a talented bunch and an absolute joy to work with!”

Deadliest Catch / Despicable Me integrated campaign

Integrated launch :30

Thanks to willing and would-be-actor Captain Keith Colburn aboard his ship, The Wizard.

Universal Studios' toolkit enabled Impossible vfx artists to marry minions with our live-action shoot.
Deadliest Catch / Despicable Me integrated campaign

:10 integrated billboard

Despicable Me characters were integrated across a variety of Discovery Channel franchises.
Deadliest Catch / Despicable Me integrated campaign

:10 sneak peak promo

Key creative decision: Captain Keith is oblivious. Eliminated need for Keith to interact with invisible minions.
Deadliest Catch / Despicable Me integrated campaign

:30 vignette
Press

Feature article in PromaxBDA Daily Brief
Behind the Scenes

Steve Urbano and Joel Pilger with Captain Keith Colburn