It’s a common phrase that I’m sure many of us have heard before. But Brett took it to a new extreme. Through AdWeek, I found this incredible video of Brett Cohen, 21. An average student living in New York City, Cohen pretended to be a celebrity by adding an entourage of people around him such as body guards, photographers, camera crews, and assistants. The result? Everyone acted like they knew just who he was, claiming he was in spiderman, or that they had heard his single -none of which was true. Check out the video here.