IF
IF You Can See Them, You Can Stream Them
Working on IF was a joyful, imaginative ride—just like the film itself. Our campaign focused on positioning IF as a magical, multi-generational co-viewing experience on Paramount+, with a strategy built around star power, whimsical storytelling, and fan engagement. We leaned into the world of imaginary friends through interactive carousels, gamified content, custom zodiac pairings, and activations like “Bring Your IF to Life.”
We spotlighted the film's heart, humor, and cast—including Ryan Reynolds and John Krasinski—through original videos, creative social-first content, and platform-specific storytelling across Instagram, TikTok, YouTube Shorts, and more. With family-focused messaging and pop culture relevance, we sustained buzz well past premiere week, keeping IF front of mind for streamers and families alike.
In total, the campaign reached millions across the Paramount ecosystem, tapping into fan creativity while celebrating the power of imagination.
Bringing IFs to Life
This campaign followed the momentum of my Mean Girls and Knuckles wins, and I was eager to keep pushing creative boundaries. Since IF centers on imagination, I asked: what if we could bring our fans’ imaginary friends to life? After a lot of pitching, spreadsheets, and persistence, we launched the "Bring Your IF to Life" activation.
The idea was simple but powerful—we posted a CTA on X asking fans to describe their imaginary friend. Working with our design team, we matched the hand-drawn look from Bea’s sketchbook in the film, and in real time, used Adobe Firefly to generate unique illustrations based on fan submissions, blending fan creativity with generative AI and storytelling magic.
With a team of six designers and myself, we brought 70 fan-submitted imaginary friends to life in just two hours—averaging under two minutes per reply. We also partnered with other Paramount brands to amplify reach across the ecosystem. The designers called it their favorite project to date, and Adobe was so impressed by our innovative use of Firefly, they featured it in a spotlight article and invited our team to speak at conferences.
Read more here: Adobe + Paramount Case Study.
