James Seo

To build buzz around the release of IF, Paramount partnered with Spark and their client, James Seo, for a TikTok campaign that brought the film’s whimsical spirit to life through native, creator-led storytelling.

James seamlessly integrated IF’s main character into one of his signature skits, blending humor, heart, and cinematic flair in a way that felt organic to his audience and true to the film’s tone. The creative execution struck the perfect balance between entertainment and promotion, resulting in a piece of branded content that was both memorable and widely shared.

Exclusively launched on TikTok, the campaign delivered strong engagement and helped introduce IF to a broader, Gen Z-skewing audience through a creator they already know and trust. Spark and James’ strategy ensured the content stood out, not as an ad, but as a genuine extension of the creator’s voice.