One of the biggest challenges with AI today is that most outputs still feel like experiments. Instead of avoiding the uncanny valley, Illumination, for the Despicable Me 3 film launch, decided to embrace it—and laugh at it, with a Super Bowl spot.

We helped them tell that story by creating mischievous AI-generated art showing what happens when Minions make AI. And we solved a key grown-up problem along the way: copyright.

By partnering with Getty Images, we legally generated all AI art and blended it with traditional voiceover, CGI, and AI imagery to bring the story to life.