Pink plastic spoon with the word 'BB' embossed on the handle.
Baskin Robbins logo with pink and brown lettering

treat your

imagination

Close-up of a pink ribbon with black and white text reading '31 BR' repeated along its length.

In partnership with Paramount Pictures and John Krasinski's IF, we brought imaginary friends into the real world. The campaign idea was: use ice cream and Baskin-Robbins' sense of childlike joy as the key to unlocking imagination that most adults have quietly packed away.

Photo booth Activation

The centerpiece was a 4D photo booth experience my partner and I conceived and developed: a fully immersive environment where fans could sense their invisible IF through seat rumbles, surprise sound design, and sensory details that made the impossible feel real. The photo strip you receive at the end reveals the IFs were with you all along. We concepted and scripted the social campaign across TikTok, Meta, and Snapchat, then directed our studio partners through animation and final delivery.

The image shows a plain light blue background with no objects or text.
A young girl glues a decorative letter G onto a pink board in a brightly lit playroom or activity space.

One lucky fan took home the ultimate prize: free Baskin-Robbins ice cream for a year.

Four people dressed as Baskin Robbins ice cream shop employees posing in front of a pink Baskin Robbins stand with a lit sign. Two women are kneeling in the front wearing white shirts, cream-colored striped pants, and pink hats. Two men are standing behind them wearing pink shirts and bow ties, one with his arm raised. The background shows a building with windows and a clear blue sky.
Close-up of a pink Baskin Robbins sign with illuminated white letters, partially obscured by white objects in the foreground.
A girl and a woman sit close together on a bench, smiling. The girl wears a paper hat with antennae and holds a small cake and a spoon, while the woman holds a cake and a plastic bag. They are in a room with green walls and photos framed on the wall behind them, with purple curtains in the background.
Group of young women and children sitting on a bench, posing with an animated unicorn mascot at an event, with colorful rainbow and purple curtain background.
A solid purple background with small white text at the bottom that reads '©2024 Par Pics.'
SOCIAL
SOCIAL

tik-tok

snapchat

Blue gradient background with white text that reads, "New flavors at Baskin-Robbins?"
Poster for the movie 'Baskin Robbins' featuring a purple furry monster holding an ice cream cone with purple ice cream, with text indicating the release date of May 17.
Person holding a purple character-themed ice cream cup with a pink spoon, at an amusement park or fair.
An open notebook on a desk with various stationery items including BR branded tape, a pink and white cup of ice cream, pens, and stickers, accompanied by a cartoon-style prompt to make and meet imaginary friends.
Blue wristband with the word 'blue' and the number '31' printed repeatedly.
A living room with a large window, chandelier, sofa with patterned pillows, and a coffee table with books and teacups. Overlaid text asks, 'What does your imaginary friend look like?'
Black and white illustration of a family walking in an outdoor park or promenade, with a Ferris wheel in the background, street lamps, and a railing along the pathway.
An advertisement for a Baskin-Robbins and IF movie collaboration, featuring a cartoon character named Blossom with black hair, a black and white dress, and antennae. There is a cup of ice cream with colorful sprinkles and a character face design. The background is pink, with a sign saying, 'This is your sign to treat your imagination at Baskin-Robbins.' The release date is May 17.
A person dressed in a unicorn costume at a carnival or fairground, with colorful booths and rides in the background. 
   Group Creative Director: Rocío Alvarado   AD: Ryan Bailey    CW: Maura Munaf   Jr. AD: Jeremiah Adeola   Jr. CW: Dana Gross   Producer: Dana Taji   Production: Unicorns & Unicorns   Director: John Poliquin