Haribo - minions at the movies

social campaign

Produced by Brass | Motion Design/Animation George Hurrell

Context

This project was a social campaign created for Haribo in collaboration with the Minions movie, designed to promote a new product tie-in across digital and social platforms.

The brief was to create a playful, engaging animation that brought together the Haribo brand and Minions universe in a way that felt instantly recognisable, entertaining, and shareable.

The challenge was balancing brand collaboration, product visibility, and character-led humour within a short-form social format.

Approach

Working with the Haribo creative team, I helped develop a motion-led concept that used real Haribo Minions sweets as the central visual device within the animation.

This was combined with character sound design elements from the Minions universe to reinforce personality, humour, and energy.

The animation was structured to keep visuals simple, bold, and readable while maximising rhythm, charm, and character interaction to support engagement on social platforms.

Result

The final campaign delivered a playful, highly shareable social animation that brought the Haribo x Minions collaboration to life in a distinctive and engaging way.

It helped promote the product tie-in while capturing attention through a blend of physical product visuals, character humour, and motion-driven storytelling.