Death makes us famous. People often learn about a major celebrity only upon news of their passing, asking themselves, "Who was that, anyway?" and then becoming curious about their life. However, for Billy Wilder, this didn't work out as well the first time, as he remained relatively unknown despite his iconic movies.

What we do know is that Billy Wilder was a trickster. The essence of his filmography lies in his use of characters, placing them in unusual situations to convey moral lessons, with dialogues and actions layered with double meanings and mystery. His major theme was deception in various forms, such as disguise, fraud, and masquerade.

We will put this trickster asset of Billy Wilder to work to finally bring him the fame he deserves and promote his exhibition.

If his real death didn't bring him fame, what if we try again? We create a fraud à la Billy Wilders one more time: announcing his death, take two, to make people curious and intrigued enough to discover him and the exhibition.

This design concept will offer a glimpse of Wilder's cinematic style: not macabre but filled with twisted situations and hidden morals. He is a witty director whose dramas are usually uncomfortably inspired by human nature, much like death.

Our design aims to spotlight Billy Wilder like never before in a way that leaves a lasting mark, especially among Brazilians, who perceive death with intense emotion and attention.

If the communication idea creates a launch stunt through the concept “The Second Death of Billy Wilder,” the design aims to offer a visual gateway into Billy Wilder's cinematic universe. Wilder's witty personality becomes visible in the logo, where his name is ingeniously doubled and written in reverse, inviting viewers to unravel its hidden meaning.

The design theme revolves around "double": dual meanings in his films, a second death, and contrasting visual styles. We incorporated his noir and color film eras to fully depict his intricate body of work.

Central to the entire design concept is the element of mystery, ensuring that Billy Wilder will never be forgotten again. This idea will be translated into all our materials, including special flyers, facade light projection, merch, and branding.