Billy Wilder, a legendary figure in classic Hollywood cinema, serves as a role model for contemporary directors and scriptwriters. Although not so popular nowadays, with six Oscars, two Golden Globe awards, and the Grand Prix at the Cannes Film Festival, his great historical contribution to the development of the film industry is undeniable. Unlike many directors, he deliberately kept his image separate from his movies. He did not want to be the NAME standing above his works, allowing each movie to shine independently. Now, more than 50 years after his last movie, the Museum of Image and Sound (MIS) plans to honor this maestro with an exhibition featuring some of his iconic works. While it was not an issue for the Wilder himself, it is quite a challenge for the MIS to re-introduce his name and attract a big audience to an exhibition dedicated to this less-popular director.

Our concept for the exhibition design identity revolves around Billy Wilder, who remains a silhouette behind his iconic movies, scenes, quotes, and stars that nearly everyone has encountered. As he said, ‘The best director is the one you don’t see,’ and this is true for him as well. The silhouette, though less visible than people’s faces or images, illustrates power, style, and a profound statement: this is the best director.

While not as widely recognized as some pop-directors, Billy Wilder’s impact on the cinema industry far surpasses his name or image. Just like his silhouette gracing museum facades, posters, and social media, his influence looms large. By emphasizing his personality and introducing his name rather than his face, we intrigue and invite visitors to explore more about this remarkable figure.

The design features a classic yet modern style, appealing to a broad audience ranging from 18-year-olds to seniors.

Our suspenseful logo—a hat with Billy Wilder’s name and an exclamation mark instead of his face —captures attention and scales effortlessly across promotional materials. Our posters, museum facade, and social networks feature minimalist silhouettes of Wilder, inspired by his mid-1950s peak, alongside pop-art elements and interchangeable two-color combinations (such as black and white, black and red).

To immerse visitors, our posters showcase famous quotes and moments from Wilder’s films, each linked to an AR experience via QR codes. Encouraging engagement, we invite audiences to share AR screenshots using hashtags like #DIRECTEDBYBILLYWILDER and #THEDIRECTORTHATWEDONTSEE.

At the exhibition entrance, a large silhouette of Wilder with a door-shaped opening attracts visitors—an invitation to explore the unseen world of this cinematic maestro. As visitors pass through the silhouette door, they become part of Wilder’s universe—the mind and soul behind iconic classic movies and unforgettable scenes.