How Anyone Can Be a Celebrity for a Day

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Brett Cohen’s claim to fame? He’s just a regular guy.

Cohen, a 21-year-old New York City resident, put a theory to the test: with so many self-made celebrities around, could he transform himself into a celebrity just by looking important?

He hired bodyguards, photographers, assistants and even an entourage along with a camera crew and proceeded to walk around New York City. It wasn’t long before people began asking for photographs with him, and even asking for his photograph. He then filmed the whole process – and their reactions. Turns out you can be famous for a day, easily.

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Erica Ho is a contributor at TIME and the editor of Map Happy. Find her on Twitter at @ericamho and Google+. You can also continue the discussion on TIME’s Facebook page and on Twitter at @TIME.