The goal was to take the monster franchise and make it a relevant retail brand for today's consumers. Our approach was to humanize the monsters and get people to relate to them as being just like us -- "They are darkness. They are light. They are just like us."
The pitch was used to secure groundbreaking collaborations with Prada, Hype, Tristan Eaton and Moschino's Jeremy Scott who held the season's most unexpected fashion show on Universal's backlot.