Treat Your Imagination
Along with our partners at Paramount Pictures, we brought the magic of John Krasinski’s Imaginary Friends into the real world for fans of all ages.
The campaign delivered 1M+ Site Visits, Best Avg. Weekly Sales to Date in 2024, and 28.6M Total Impressions
Role: Group Creative Director / CD
A movie about imaginary friends is really about the parts of imagination adults quietly let go of. Ice cream is one of the last permission-slips adults still give themselves for that kind of joy. The core idea my team and I developed was that ice cream is the key that unlocks your imagination and lets you see the Imaginary Friends, or IFs. That idea turned this from a licensing deal into an actual campaign platform.
We worked in collaboration with Paramount Pictures and directly with FrameStore blending 3D SFX with the real world to create a series of spots that felt like an extension of the film’s magic.
As AOR, we set the creative direction before our external partners began their execution and held all the externally produced campaign work to the same creative standard as internal work.
IF Photo Bomb Experiential Activation
We created a traveling 4D sensory activation for fans in the LA area to experience IRL. Outside of the booth, sampling carts armed with LTO IF ice cream flavors gave visitors a sweet taste and a mahical pink spoon. Wave the pink spoon to the entry pad at the booth and the magic was unlocked (and entry granted).
Tech Direction & Activation courtesy of the Unicorns.
Immersive AR and
AI Digital Experience
We created a traveling 4D sensory activation for fans in the LA area to experience IRL. Outside of the booth, sampling carts armed with LTO IF ice cream flavors gave visitors a sweet taste and a mahical pink spoon. Wave the pink spoon to the entry pad at the booth and the magic was unlocked (and entry granted).
Tech & Site Build courtesy of the Pretty Big Monster.
