Universal Pictures UK

Introduction

Following the success of Illumination's previous releases, Universal Pictures tasked Brand Culture with developing a UK partnership strategy for the theatrical launch of Minions & Monsters in July 2026. The ambition was to build on the Minions' status as a global cultural phenomenon by securing a roster of fresh, unexpected and culturally relevant partnerships that would resonate with Gen Z, spark conversation and drive excitement around the film.

The Solution

As the leading brand in instant photography, Fujifilm Instax has become a cultural icon for Gen Z, championing creativity and real-world connection. With storytelling through images at the heart of its brand, Instax was a natural partner to celebrate the filmmaking, creativity and playful spirit of Minions & Monsters, connecting with audiences in a way that felt both authentic and culturally relevant.

The Results

Instax and Minions & Monsters came together to deliver a creator-first campaign celebrating imagination, filmmaking and self-expression, designed to inspire Gen Z to get behind the camera and create. The campaign heroed the Instax Mini 12 camera, seamlessly integrating the product into the consumer journey.

At the heart of the partnership was a first-of-its-kind takeover of Fujifilm House of Photography in London's Covent Garden, which launched with a influencer party – complete with DJ, yellow and blue snacks, and a special guest appearance from the Minions themselves. The flagship retail destination was transformed into an immersive Minions & Monsters experience, including a ball pit inspired by our orange monster Irene, and movie-themed photo backdrop, inviting fans to capture, create and share themed content with their Instax.

Beyond the experiential activation, the partnership extended across influencer and social channels.

The collaboration positioned Minions & Monsters within one of Gen Z's most culturally relevant lifestyle brands, driving awareness of the theatrical release while inspiring audiences to create and share their own chaos-fuelled Minions content.