How do you market a film about a man who spent his entire career resisting branding? 

Tony is a coming-of-age origin story inspired by one of the greats at a time in his life when few people knew, much less cared about, the name Anthony Bourdain. To bring Tony to life on socials in a way that felt authentic to the Anthony fans know and love, we set out to build a campaign that felt a little unpolished, a little rock ’n roll, and fully speaking to the community Bourdain spent so much of his life documenting and advocating for.

Our art direction was inspired by the sun-soaked ear of the film while edits emphasized the camaraderie and chaos exclusive to a tight-knit back of house.