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All Work

Creator Partnership — Branded Content

Minions

A limited-edition Minion pet in Roblox’s Adopt Me, taught to fans by the Roblox creators they already watch.

CLIENT

Universal Pictures

MY ROLE

Talent strategy, casting and talent management

YEAR

2022

Leah Ashe on stream meets Gru in Roblox’s Adopt Me during the Minions event

OVERVIEW

Universal launched the new Minions film alongside a limited-edition Minion chick pet in Roblox’s Adopt Me, and needed younger fans to know about both. We worked with Roblox creators Leah Ashe, iamSanna, Jeffo, TheBoxQuiz and Sopo Squad Gaming on dedicated videos showing how to hatch the pet, each ending with a push to see the film in theaters.

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TALENT PARTNERS

Leah Ashe · iamSanna · Jeffo · TheBoxQuiz · Sopo Squad Gaming

PREVIOUSPandora

NEXTScream VI

NICK GASPARYAN

CURRENTLY:

2,000+ HOURS IN COUNTER-STRIKE