Going in front of the world's mainstream media to announce alternative projects is often overdone and challenging for artists. As Pharrell's book is a premium children's book, we wanted to announce the project by directly relating it to his key audience: children. We organised a surprise press conference hosted by children, where questions were put to Pharrell about the book and his personal life. This ensured the conference communicated his key messages in a controlled, unique and fun environment. The conference was recorded in full, with the final video hosted on Pharrell's YouTube page, as well as being seeded to key UK media outlets across print, online and TV.