From acclaimed writer/director Noah Baumbach, While We’re Young is a coming of middle-age story that explores how life changes as youth fades. Watson brought the story to Tumblr, creating a rich experience site that showcases key moments from the film while strategically integrating pertinent social content.

The site examines a weekend from the perspective of the film’s 2 main couples - 40 year olds Josh (Ben Stiller) and Cornelia (Naomi Watts) and 20-somethings Jamie (Adam Driver) and Darby (Amanda Seyfried). Users navigate through different clips and experience how each set of characters spend Friday night, Saturday afternoon and Sunday morning. Each “day” includes 2 different destinations, ranging from a relaxing afternoon at home to a mescaline-fueled ayahuasca ceremony to a hipster-filled Brooklyn “street beach”. Within each destination, users are able to explore different hot-spots that feature contextual social content.

The site also acts as the film’s official online destination and includes cast/crew info, ticketing and videos. A grid of all social content accompanies the experience, allowing users to directly “like” and “re-blog” desired content.