“Gentleminions is obviously both nostalgic and ironic, but it’s less focused on expressing irony than it is about using a piece of internet content to actively mobilise people. It’s about bringing a bunch of people together, doing something objectively weird, and then sharing videos and posts about it back on internet platforms with the expressed... See more

We're trying to make content that feels native to social, but that draws you in and makes you feel like you're smart and in on the joke. Another thing I've thought about is we're kind of trying to make brain rot for intellectuals, using formats that are fun and funny on social media and trying to capture people's attention that way to bring them... See more