For Paramount’s imaginative family film, IF, we covered PR, social and international creative for an integrated campaign every bit as magical as the film itself.

Substance Global | IF Sizzle Reel


As the film inspired viewers to let their imagination run wild, we targeted families and parent audiences with a wide variety of creators, from comedic Dad sketches to craft tutorials (in felt, clay, crochet and more!), allowing fans at home to get creative and have fun. 

One of the standout influencer partnerships saw Zoe’s Fancy Cakes create the wonderful IF characters in cake form, which was then presented to the cast during their visit to London. The posts across Zoe’s social channels went out to a combined following of 2m.

Zoe's Fancy Cakes - IF Partnership

We ran a six-week social calendar with daily community management, including live content capture at pop-ups at the Bluewater Shopping Centre, Westfield Shopping Centre, and the UK premiere and junket.

From junket videos with the cast John Krasinski, Cailey Fleming, Phoebe Waller-Bridge and Fiona Shaw, and Stories and a TikTok live from the purple carpet of the UK premiere, our team created exciting content for use on Paramount's owned channels.

From all gifted events/screenings and paid creator posts, we saw 155 pieces of content across Instagram, Facebook, TikTok, Youtube and Twitter/X generated from 29 influencers.

These posts saw a potential combined reach of 45,330,500 across platforms.


Our UK Publicity campaign catapulted the film onto the radars of parents across the country, with widespread coverage in kids and family outlets, through May half term listings and fun activity sheets.

An editorial partnership with MTV resulted in a heartwarming video celebrating the movie's themes in which talent were asked "what advice would you give to your childhood self?" Other talent highlights included key outlets such as Magic FM, Radio Times Online, The Hook and The Female Lead.

Overall, The total junket and listings coverage for the campaign provided over 200 million opportunities to view. IF was also number one at the UK box office, grossing £2.4M on opening weekend.


Partnering with Paramount International, we delivered an international toolkit that included frame breakers, giphy stickers, countdown statics and holiday specific creative. 

Our production team worked on a partnership with caricaturist Xi, to create a bespoke piece of heartwarming AV where members of the public were drawn alongside their imaginary friends, during a day’s shoot in London’s Covent Garden.

Our assets were delivered to 10 markets globally.

IF | Street Art Video

To hear more about how Substance Global can sprinkle some magic over your campaigns, get in touch at hello@substanceglobal.com

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