Paramount Pictures Pastry on a Plate

This memorable fake out-of-home (FOOH) advertisement for the film IF features an animated character interacting with reality. The video takes place at the Palazzo col Piercing in Torino, Italy, where a massive pastry on a plate, with a slowly unfolding napkin, is placed on the pavement. A woman is shown capturing the moment.

On the building's digital billboard, an ad for IF is playing. Suddenly, the film’s playful purple character notices the pastry below and reacts with delight. The character comically pushes against the screen, causing cracks to form as it attempts to escape and grab the treat. The character remains trapped, adding a humorous touch to the spectacle.

This campaign, created using computer-generated graphics, promotes the film IF and invites viewers to watch it in cinemas. It transforms the building into an innovative product showcase.