Dear amigos,
If you’ve been in online spaces, you know A24 is not new to the game of guerrilla marketing. Time and time again they have shown a deep understanding of their audience mostly composed of cinephiles and centennials in previous unconventional campaigns for movies like Hereditary and Materialists. Now, at this moment where the Oscars 2026 nomination are in place, they launched their new film Marty Supreme, that, to put it in single words, it’s a movie about making it big (we say this to avoid spoilers, go see it!). When creating a smart plan for its campaign, they found a match in Timothée Chalamet, an actor who doesn’t shy away from humour and self-awareness with brilliance, making even something like a merchandise piece such as Marty Supreme Jacket a really sought-after item.
Marty Supreme: A24’s Well-Publicized Oscar Contender
Chalamet’s compromise with this campaign can only be compared to his own performance in the movie, crafting a ridiculous narrative that starts with a Zoom meeting with the A24 marketing team, where Timothée explains his ideas for the campaign with an increasing absurdity while the team awkwardly nods and smiles (a scene that feels extremely familiar for most of us working on creative projects). So, let’s walk through to see how they made an iconic fashion object.
We can see how many of the ideas pitched in the call actually came to fruition, like the Wheaties’ cereal box and the continuous use of “falling-apart orange”, a color choice based on the Marty Mauser ping-pong balls from the movie that transcends fiction to appear in a blimp that has flown over different American states, Timothee and Kylie Jenner’s outfits in the movie premiere and even on the iconic Las Vegas Sphere, when it constantly displayed the title and release date over a plain bright orange background while Chalamet stood on the top of the building screaming “MARTY SUPREME IS AN AMERICAN FILM THAT COMES OUT ON CHRISTMAS DAY, 2025”.
Timothée Chalamet is the first human to stand on top of the Las Vegas Sphere. Image credit: Sphere Entertainment
The actor made more chronically online appearances, like releasing a song with Esdeekid, an anonymous British rapper who became the protagonist of a conspiracy theory in late 2025 that accused him of actually being Timothee, because of the similarity of their eye shape and Chalamet’s well-known preference for rap music. The pair shut down the rumors by collaborating in 4 Raws (Remix), where we can see them both in the same room, and Timothee shouts out Marty Supreme in his verse: “Since 2017, I’m livin’ the dream, I’m gettin’ the cream, I’m livin’ on theme, I’m doin’ my thing, it’s Marty Supreme”.
What’s the deal with this jacket?
The magic behind the Marty Supreme jacket definitely has to be attributed to Timothee Chalamet’s own marketing skills; to paraphrase an online joke about it: He’s born to be an agency creative, forced to be a superstar in the form of a hyperactive theater kid. His cool public persona with his natural charisma has him in the spotlight and one of the ways he used it was by wearing this merchandise item unabashedly to film events and presentations, intriguing the audience and making it a popular piece. But that’s not all to the story.
Image credit: StockX
The hoodies are the result from a collaboration between the clothing designer Domi Nahmias and A24, turning out to be a standout item and selling out faster than free hot-cakes in the middle of New York within the Production company’s own pop-up store. They come in several colors, with the Marty Supreme caption in all-caps in the middle of the jacket and with three stars above it in the characteristic orange of the ping-pong balls. What makes them iconic is not only their design, but who wears them and why.
Not long after the pop-up, several stars and industry figures like A$AP Rocky, Kid Cudi and Chalamet’ current girlfriend Kylie Jenner were seen with the jacket in public and in photos online, giving the prized hoodie an impulse as a valued object, making it part of the cultural conversation because these figures all embody the film’s motto of DREAM BIG, making that in a matter of days, with the wits of a movie protagonist wanting to promote his newest film and a team of decided creatives behind, a simple hoodie turned out to be an icon: the Marty Supreme jacket.
Some of the celebrities wearing the Marty Supreme Jacket
The Typography of Marty Supreme
Now, let’s talk about the two typographic compositions that make up the identity for the Marty Supreme movie. First, we have the main poster, featuring a customized stretched version of Gill Kayo Condensed, a font designed by Eric Hill for Monotype in 1936. This bold choice is supported by the classic Helvetica in its condensed version, also issued by Monotype, and Bee by URW, a digitization of Filmotype’s “B-series”, a group of fonts commonly used for credits on movie posters and crafted with an extra-condensed weight in order to fit as many names as possible.
The movie actually features the second logo inside the fiction, specifically on the ping-pong balls branded for Marty Supreme. We are still on the hunt for the fonts featured in this specific logo, besides the one used for the DREAM BIG phrase, which is Stonetype by Coert De Decker for Kustomtype. He designed the font based on his own experience as a stonemason, finding inspiration in the often hand-drawn typefaces they used in the 70’s and 80’s, achieving both an automation of labor for current stonemasons and also the availability of this typographic heritage for any design project, including the Marty Supreme jacket.
We hope that the curious case of Marty Supreme and its subversive marketing campaign makes you think about how even in the clean and extra curated world of Hollywood you can find interesting ideas that not only revel in accomplishing their goal of making you see a movie but also be a show of creativity in service of entertaining and serving ideas that create conversation and makes crossovers between fashion, design and even music (we see you, Timothee) to give the world with something to talk about, or wear it.
Since you are really into typography and cinema, you might be interested in these other articles and resources:
Yorgos Lanthimos’ movies: Outstanding and Offbeat Typography
Stunning Movie Titles Taking The Spotlight At This Years Oscars
