13 Masterpieces Gallery for “Any Day Now” Film

Art Gallery Hoax Goes Viral

Watch the Case Study

“The provocative nature of the project was unmistakable — evoking the spirit of Banksy” – Observer

How do you promote a movie inspired by the world's biggest art theft?

Thirty-five years after the infamous Gardner Museum Heist, where 13 priceless artworks were stolen and never recovered, we staged a gallery opening in the Chelsea Arts District featuring the missing masterpieces, claiming they were “on loan” from an anonymous collector.

The truth? The artworks were replicas and the gallery staff were all undercover actors.

The results? 726.6M impressions, 28.3M organic views, $5.6M PR value, and 847K engagements.

“A genius marketing strategy” – NBC Boston

The opening night party blurred fiction and reality for both invited guests and passers-by, culminating in an FBI “raid” where agents dramatically “seized” a Rembrandt. Social media influencers captured the moment, driving tens of millions of organic views and wide media coverage without a single ad dollar spent.

With traditional indie film marketing proving increasingly unreliable, the film's marketing team needed to break through a crowded indie landscape. In response, we worked together to develop this bold stunt inspired by the film.

Our inventive, immersive campaign built real buzz for the film, proving that with the right strategy, a small marketing team can achieve studio-level impact. We built awareness, sparked a heated discourse, and sold out early screenings through smart timing, cultural relevance, and creative risk-taking.

Before we could even load out, the project was going viral on TikTok and Instagram. Over the next few weeks, organic videos taken by gallery attendees received over 28M views. The comment sections were wild, with people around the world debating whether or not the stunt was real.

We began planning months before opening night, scouting the perfect high-profile gallery space in the Chelsea Arts District and painstakingly reproducing all 13 missing artworks.

Drawing from our deep connections in the New York improv community, we cast performers in the roles of Art Collector, Gallery Curator, Security, Door Staff, FBI Agents, and various other “art world” characters to round out the aesthetic.

After the intrigue peaked, the film’s owned accounts came forward and revealed they were behind the stunt, sparking a wave of earned news media coverage and leading to sold-out premieres in New York and Boston.

We’re always on the lookout for our next creative challenge. Whether you have an existing concept that seems impossible on paper or just the spark of a wild idea, we’re here to help you navigate the execution and turn it into something unforgettable. Let’s connect and discuss how we can bring your next vision to life!  

“Did the FBI really confiscate a stolen Rembrandt at an NYC gallery?” – Town & Country