Custom hand-painted Instax Mini 13 camera by MattB Customs for the Fujifilm Instax film pop-up in Soho, London

Fujifilm Instax x Minions: Custom Camera Pop-Up & Giveaway in Soho

MattB Customs has worked with Instax on a number of different projects over the years, and this one was tied to Fujifilm's collaboration with Universal for the new Minions movie. Throughout July, running alongside the film's premiere, we took over Instax's House of Photography store in Soho, London, with a range of custom cameras finished in paint and vinyl using characters and iconography from the film.

Best fit for: a brand tying a retail activation to a film or product launch, wanting bespoke pieces that work both as an in-store moment and as social content.

MattB Customs artists customising Instax cameras live with paint and vinyl at the Instax House of Photography pop-up in Soho

A pop-up timed to the premiere

For the month of July, in step with the film's cinema release, we ran the project out of Instax's House of Photography store in Soho - one of Fujifilm's own retail spaces, and a flagship location for the brand in London.

Instax House of Photography Soho pop-up with film-themed cart, photo booth, custom painted Instax camera and ball pit

Fifty cameras, hand-finished

We created 50 custom Instax cameras in total, each finished with a mix of hand-painted detail and heat-pressed vinyl using characters and iconography from the Minions film. No two cameras were finished the same way, keeping every piece as much a collector's item as a working camera.

A giveaway, separate to the pop-up

Alongside the in-store presence, a number of the cameras were also given away through an Instagram giveaway - extending the campaign beyond the shop floor and into Fujifilm's own social following.

Want to tie a retail pop-up or giveaway campaign to a product or film launch? Get in touch via our Work With Us page or email business@mattbcustoms.com, or browse our full Case Studies library for more examples.