A Complete Unknown (2024)
8-time Academy Award® nominated film | Global Outdoor Marketing Campaign
Gorilla Style Street Art
To promote A Complete Unknown, we launched a guerrilla-style street art campaign.
Lo-fi, stencil-inspired installations appeared overnight in major cities around the world, featuring Timothée Chalamet as Bob Dylan alongside one-liners from Dylan’s most iconic songs. Designed to feel raw and underground, the campaign ignited curiosity and viral social media buzz, especially among Gen-Z.
Locations: Los Angeles | Venice | New York | Mexico City | Dublin
My Role
Designed and pitched original concept, collaborated with The Refinery Creative, provided art direction and facilitated ad placement strategy.
Campaign Goals
Create an organic, must-see cultural moment that reflects the tone of the film and the ethos of Bob Dylan.
Drive social media virality through user-generated content.
Build anticipation for the film in a way that feels authentic — like this is coming from the ground-up, not corporate-down.
Social Media Highlights
We tipped off our Searchlight community via brand and title socials (Instagram, TikTok and Twitter), sparking an organic hunt for the installations.
The murals rapidly caught fire on social media with verified accounts like Film Updates amplifying the buzz around the street art.
User-generated content surged as influencers created and posted their own unique takes upon visiting each site. Engagement skyrocketed worldwide, with audiences eagerly speculating on the murals’ meaning, fueling excitement and overwhelmingly positive reactions.