IF Magic Coloring Experience

Paramount's 2024 summer blockbuster movie IF follows a young girl and her neighbor who have the unique ability to see everyone's imaginary friends—even the ones who are no longer needed.

The film creatively blends live-action and animation, featuring an array of celebrity voices portraying a menagerie of imaginary friends, notably a friendly big blue monster named Blue and a dancing bug named Blossom.

Introducing these new characters to audiences was a campaign priority. To do this, Pretty Big Monster combined traditional coloring activities and augmented reality to create an interactive and engaging experience for kids and parents to enjoy together. The film’s featured characters, Blue and Blossom, were featured alongside messaging highlighting Crayola, a film promotional partner.

Special coloring sheets featuring Blue and Blossom were distributed in various settings, including movie theaters, events at Crayola Experience in Orlando, and online via downloadable content.

After coloring their sheets, users watched as their drawings magically came to life in AR, on any mobile phone or tablet.

Fans were also able to take photos or videos of their creations that could be immediately shared to any social platform, providing a memorable takeaway that extended the engagement beyond the activity.