TIKTOK × PRACTICAL MAGIC 2
An immersive creator experience for Practical Magic 2, taking guests from a branded Times Square screening into a rooftop world of magic, content creation and live activations.
PRODUCTION GEAR
SONY FX3 / SONY A7 IV / SONY A7 V / GIMBAL / WIRELESS AUDIO
SERVICES
EVENT FILM / EVENT PHOTOGRAPHY / CREATOR CONTENT / POST-PRODUCTION
PRODUCTION
MULTI-LOCATION / LIVE EVENT / PHOTO + VIDEO / VERTICAL-FIRST
DELIVERABLES
60 SEC RECAP FILM / RAW EVENT PHOTOGRAPHY / EDITED PHOTO LIBRARY
THE BRIEF, THE BUILD, THE PAYOFF.
The night began in Times Square, where creators arrived for an exclusive screening inside a Regal theater transformed by Practical Magic 2 branding.
The brief called for more than traditional event coverage — the focus was arrival energy, anticipation, creator interactions and the scale of Warner Bros.’ digital takeover throughout the theater.
After the screening, the experience moved to Magic Hour Rooftop, where interconnected environments brought the world of Practical Magic 2 to life.
Creators moved through immersive sets and interactive moments including the Owens porch and kitchen, Book of Shadows, apothecary bar, fortune cabinet, smudge-stick station, rooftop green-screen moment and partner activations — all designed to encourage organic participation and content creation.
The final film was built around momentum: establish New York, build anticipation through arrivals and branded details, transition through the screening, then move quickly through the activation as creator reactions and participation became the story.
Rather than simply showing the spaces, the edit focused on people engaging with them — ending on the larger shared energy of the night.
Wanted to let you know the final feedback from Warner Bros is that they absolutely love the video and think’s it’s “So good”. So great job. Thanks for your work on this project, we’ll be reaching out for our next NYC event!
More Stories. More Frames.
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