PR WORD ON THE STREET - Shoots with Boy Genius directors Ed Schumacher and Scott Corbett are gaining a reputation for being fun and unusual...and apparently, the "anything goes" mood has spread to the crew.

On a recent shoot (the names of the client and agency have been removed to protect the innocent), PA's were asked to put up signs directing cast and crew to the set. The ambitious production involved shoots at numerous locations in the same day.

To pass the time in Boy Genius fashion, the PA's took it upon themselves to don Gorilla and Chicken masks. amusing, and engaging onlookers. They also created more signs than needed, and decided to post them at spots throughout the city, including outside some agencies.

"They thought I'd be pissed, but how can I be upset?" asked Schumacher, who launched the company earlier this year. "We're in the ad business - they were advertising."

The PA's, who documentd their exploits on camera, used their own equipment to record and edit the piece, which doubles as a user-made video for Beck's "Soul Sucking Jerk".

"It's very well executed from a production perspective," admitted Boy Genius HP Joe Pistorio of the film.

Schumacher and Pistorio may be amused, but the stunt did garner the PA's their fare share of flicked fingers from passersby.

"Serves them right - you dress like a chicken, you're bound to get the bird," Schumacher concluded.