NKPR IT House x People Magazine x Entertainment Weekly x Shutterstock x Freed Portrait Studio:
Opportunity
NKPR was appointed to conceptualize and execute the IT House activation during the Toronto International Film Festival 2024, in collaboration with PEOPLE, Entertainment Weekly, and Shutterstock. Held at the Freed Hotel & Residences Adelaide and Duncan Presentation Centre, the IT House was designed as a dynamic space to host talent, filmmakers, media, and industry professionals. NKPR’s role included managing media relations, inviting key press and influencers to a dedicated media day, and overseeing the daily on-site coordination of activities such as the celebrity portrait studio, social media interviews, podcast recordings, and an innovative puppy portrait activation promoting local pet adoption through Project Paws. Additionally, NKPR announced and managed a series of festival events, including the Artists for Peace and Justice Gala and the Festival Countdown event.
What We Did
NKPR spearheaded the IT House activation by:
- Media Relations and Event Promotion: Engaging and inviting media, influencers, and key industry players to the media day on September 5, setting the tone for the event’s success. The media day highlighted activations such as a wardrobe and styling station by Melanie Lyne, branded furniture displays by Roche Bobois, Portrait Studio with David Pike, Florals by Opening Night Flowers, Regenerative treatments station from The Scene, Gourmet food selections from Cookin’ and beverages from FLOW, Candy Can, and 13th Street.
- On-Site Event Management: Overseeing the smooth operation of the portrait studio from September 6-9. This included managing logistics for celebrity appointments with PEOPLE’s and EW’s photo and video studio with Shutterstock, ensuring seamless celebrity portraits, social media interviews, and podcast recordings.
- Creative Activations: Managing a puppy portrait station in collaboration with Project Paws, where celebrities and filmmakers posed with puppies available for adoption, promoting local pet rescue efforts.
Results
- Extensive Media Coverage: The IT House activation garnered widespread exposure in top-tier outlets including PEOPLE Magazine and Entertainment Weekly, featuring stunning portraits of A-list celebrities participating in TIFF 2024.
- Increased Brand Visibility: Partner brands received significant exposure to A-list celebrities and media through activations on site.
- Social Impact: The puppy portrait activation with Project Paws generated awareness for pet adoption, further amplifying the event’s community engagement.
- Industry Recognition: NKPR solidified its reputation as a leader in delivering innovative and impactful TIFF activations that celebrate cinema and foster meaningful brand partnerships. This year’s IT House was applauded for creating a vibrant hub for TIFF talent and industry professionals while supporting charitable initiatives such as Artists for Peace and Justice, which received donations for each celebrity visit to the studio.