Dream Big

By: Nathan Shield, Account Coordinator

Situation: Christmas Day 2025 movie opening. A Josh Safdie film starring Timothee Chalamet, and an example of a best-in-class guerrilla campaign: Marty Supreme.  

Marty Supreme didn’t feel like a traditional marketing campaign. It felt more like something you slowly became aware of. One moment here. Another there. Each one building on the last. 

It didn’t ask for attention. It earned it. 

The first real signal was the jacket. 

(Image via NAHMIAS/A24) 

Before there were popups or large-scale stunts, the Marty Supreme jacket started showing up in the wild. Kylie and Kendall Jenner. Justin Bieber. Hailey Bieber. Tom Brady. Steph Curry. Kid Cudi. Frank Ocean. Bill Nye. Karl-Anthony Towns. It crossed fashion, sports, and music, and even science, in a way that felt natural, not coordinated. When GQ later called it the Defining Garment of 2025, it didn’t feel like a bold take. It felt like a reflection of what had already happened. 

This wasn’t product placement. People genuinely wanted it. (I still do.) 

The popups followed. New York. Los Angeles. London. São Paulo. Each one announced with limited notice and even more limited access. Long lines. Local buzz. People talked because they were there, or because they wanted to be there, not because anyone told them to care. It felt less like retail and more like a cultural checkpoint. 

And there was always something extra. Chalamet showing up. His entourage of ping pong ball heads trailing behind him. Just enough presence to make it feel special, without turning it into a spectacle. If you saw it, you felt in on it. If you missed it, you heard about it from someone who didn’t. 

(Chris Panicker; Photo by Caroline Safran) 

From there, the moments kept stacking. 

A blimp floating overhead. The Las Vegas Sphere lighting up. Big moves, but never empty ones. They didn’t feel like attention grabs. They felt like reminders that Marty Supreme was growing into something larger than a single film release. 

The EsDeeKid collaboration is where things really leaned into the internet. EsDeeKid, a UK-based rapper known for wearing a ski mask to conceal his identity, had long sparked jokes and speculation about who he might actually be. At some point, the internet decided he might secretly be Timothée Chalamet. Somewhat jokingly. Somewhat not. 

Instead of ignoring it, they leaned in. The two teamed up to dispel the rumors, with Chalamet hopping on a remix of EsDeeKid’s track “4 Raws.” It was playful. Self-aware. And it felt like it came directly from the culture, not a marketing meeting. You can watch the video by clicking the image below.

What stands out most is how steady the momentum was. Nothing spiked and disappeared. Coverage built slowly and organically, carrying all the way through to the Christmas Day release. By the time the film arrived, it already felt familiar. Like it had been part of the cultural conversation for a while. 

And that’s the real takeaway. 

Marty Supreme shows that not everything needs to be overexplained or overproduced. Sometimes the best marketing move is to create something people genuinely want to engage with and then give it room to breathe. 

It wasn’t just marketing. It was a moment. 

And moments like that don’t come from trying to control every detail. They come from understanding culture, trusting your audience, and letting things unfold naturally.