Despicable Me 3 × Street Outlaws

Despicable Me 3 × Street Outlaws

Gru goes street racing. A Discovery integration for Despicable Me 3 and Street Outlaws: New Orleans: three races, and one with Gru, cut from dozens of hours of race footage with 3D cars dropped in where we needed them.

3 + GruThree races, and one with Gru

6Deliverables: :30 tune-in, 3 × :20, :10 bump, :20 IPM

Monday 9Street Outlaws: New Orleans on Discovery

GoldPromax Gold

Three races, and one with Gru

For Despicable Me 3, Discovery wanted the movie inside Street Outlaws: New Orleans on Motor Mondays.

01The idea

So we thought, what if we did three races, and one with Gru?John Davidson, project breakdown

The package was a :30 tune-in, three :20 content spots, a :10 bump and a :20 IPM, all running into the film’s Friday release.

Gru’s car on a city street — **From the spots**Gru’s ride, in town

02Every trick in the book

We screened dozens of hours of footage to find the right shots of the right cars, ones we could also replace with 3D cars when we needed to. That meant a lot of remapping and every little trick in the book.

A car launching at night in a cloud of smoke — **From the spots**Night racing

A Street Outlaws racer — **From the spots**Street Outlaws: New Orleans

03A team effort

John was in New Zealand for half of the project, working on another job, so it really was a team effort: our editors and producer pulled it together with Discovery, who were fantastic to work with, as always. “We put a lot of heart into that project.”

BreakdownThe idea and the build, from John.
Tune-In :30A new team in town, Monday at 9 on Discovery.
Content :20 × 3Call-outs, experiments and anything to win.

Breakdown + spots in one reel

Three races, and one with Gru

01The idea

02Every trick in the book

03A team effort

From the spots