Paramount’s ‘IF’ - Feel Like a Kid Again

BRIEF

Create buzz and promote Paramount’s film IF (directed by John Krasinski) by creating a reimagined hopscotch in the hustle and bustle of NYC, turning the installation into a social experiment to see how many passerbys make the time to play.

APPROACH

Location was key for this shoot, and we looked at ton of options to find the perfect spot for this brief: high foot traffic but not too busy, close to the business hustle and bustle of NYC, with a blank wall that we could apply a mural on. Speaking of the mural — we interviewed several street artists and teams in search of the ideal partner, and landed on the talented folks at Locust Street Productions for their expertise with chalk art as well as their solution for quick application via pre-painting the mural on Polycloth and applying it to the wall on the day. We collaborated closely with our DP to scout and develop the hidden camera style. On the day we executed to capture authentic reactions, get releases, and wrap on schedule… with a little hopscotch on our down time. :)

CLIENT

Paramount Pictures

AGENCY

Tommy

PRODUCTION PARTNER

Pavilion Works

Tik Tok edit featured on the IF movie Instagram page.

• Credits

  Executive Producer: Owen Lazur

  Producer: Jeremy Truong

  Agency: Tommy - Tommy Willis, Laura Message

  Muralist: Locust Street Productions

  Director of Photography: Josh Herzog

  B-Cam Operator: Matt Foundoulis

  Sound Mixer: Alan Kudan

  Production Coordinator: Lev Khayznikov

  Set PAs: Trevor Bukowski, Simon Tolman, Zephyr Lauren

  Talent

  Business Man: Jerry Hyppolite

  Business Woman: Stella Amberiadis

  Elderly Couple: Susan & George Slatin

  Child: Evelyn Anne Bulls