On a regular Monday afternoon last December, Timothée Chalamet went live on Instagram. While this might seem like a typical activity for a 28-year-old, it was a notable event for Chalamet, whose social media presence had waned as his star continued to rise. The livestream took place on December 23, just two days before the Christmas holiday release of his latest film, the Bob Dylan biopic “A Complete Unknown.” Fans were left wondering if Chalamet would discuss the film, perform Dylan songs, or perhaps face the challenges of a choppy internet connection.
However, Chalamet had something far more unconventional planned. The livestream opened with him seated on an office chair in a sparse warehouse, a giant LED screen behind him displaying floor-to-ceiling video footage of Dylan while his song “Blind Willie McTell” played loudly. As the song neared its end, Chalamet dramatically emerged from the shadows with an acoustic guitar, only to smash it to pieces as the music concluded. The atmosphere shifted abruptly when the Black Eyed Peas’ upbeat anthem “I Gotta Feeling” filled the room, and Chalamet danced around, celebrating with confetti cannons and a spontaneous shirt removal. The camera followed him out of the building and into the street, capturing the image of a star fading into the distance.
Chalamet never revealed the meaning behind this bizarre event, but he did share the entire video on his Instagram page, where it now resides alongside photos from his December 2024 Rolling Stone cover story. The editorial was shot by photographer Aidan Zamiri, who co-conceived and directed the livestream. For the Rolling Stone profile, Zamiri crafted 3D-printed masks featuring phrases from Dylan’s songs, most notably “Subterranean Homesick Blues.” Chalamet donned these masks and even a cardboard cutout of Dylan’s face while roaming around New York City, a city that has been pivotal to both Dylan and Chalamet’s careers. This high-concept approach to promotion was a refreshing departure from the usual talk show appearances and red carpet interviews.
The antics surrounding Chalamet’s promotion of “A Complete Unknown” not only emphasized the connections between him and Dylan but also highlighted the stark contrast in their public personas. Chalamet’s transformative performance in the film is underscored by his unique promotional strategy, which aims to convey the chameleonic nature of his acting. Recently nominated for an Oscar for his role, Chalamet has been candid about his past losses at major awards shows, humorously acknowledging his ongoing struggle during his “Saturday Night Live” monologue. Despite the competitive landscape, his chances for Oscar glory have never looked brighter, thanks to a campaign that prioritizes artistic creativity over traditional methods.
Before the promotional tour for “A Complete Unknown” officially began, Chalamet made headlines with a viral Timothée Chalamet lookalike contest in New York City. Hundreds flocked to the unsanctioned event, which became a cultural phenomenon, generating buzz and media coverage. Chalamet himself made a brief appearance, posing for photos with the top lookalikes before disappearing into the chaos. This grassroots event, whether a clever marketing ploy or sheer happenstance, contributed to Chalamet’s awards campaign by drawing attention to his upcoming project and fostering goodwill among fans.
As the awards season progressed, Chalamet’s campaign continued to gain momentum. He even brought the lookalike contest winner to the Golden Globes, where he faced another loss, this time to Adrien Brody for “The Brutalist.” Yet, with the Oscars approaching, the landscape could shift dramatically. Academy members still have to watch all the nominated performances, and various external factors could influence their perceptions. Chalamet’s early and entertaining campaign has set him apart from his competitors, including Brody, Ralph Fiennes, Colman Domingo, and Sebastian Stan.
Each of Chalamet’s competitors has a compelling narrative this year. Brody’s return to prestige cinema with “The Brutalist” showcases his ability to hold his own in a large-scale production. Sebastian Stan’s portrayal of Donald Trump in “The Apprentice” has sparked controversy, while Domingo’s performance in “Sing Sing” is complemented by his natural charm. Fiennes, meanwhile, became a meme sensation with his role in “Conclave.” Despite the stiff competition, Chalamet remains unfazed, embodying a laid-back charm that is integral to his campaign strategy.
In the lead-up to the theatrical release of “A Complete Unknown,” Chalamet embarked on a three-day press tour in Minnesota, Dylan’s birthplace. He engaged with the local community, taking photos with the University of Minnesota marching band, participating in interviews with local news outlets, and hosting an early screening in Hibbing, where Dylan spent his formative years. This tour not only showcased Chalamet’s dedication to the role but also positioned him as a relatable figure, akin to the everyman persona that Dylan has always embraced.
Joy is a defining element of Chalamet’s Oscar campaign, setting him apart from his competitors. While other nominees engage in traditional promotional activities, Chalamet has opted for a more playful approach, incorporating practical jokes and whimsical antics into his appearances. His red carpet entrance in London on a Lime bike, followed by a small fine for improper docking, exemplified his lighthearted approach. In New York, he donned an iconic Dylan-inspired outfit from the Sundance Film Festival, complete with a blonde wig and leather jacket, further blurring the lines between actor and character.
Chalamet’s recent appearance on “SNL” showcased his commitment to the role and his ability to entertain. He performed modern covers of Dylan songs, abandoning the impression from the film while still showcasing his musical talent. The performances were charming and engaging, aligning with the Academy’s evolving preferences for diverse and unconventional narratives in Oscar-winning films.
While “A Complete Unknown” fits the traditional mold of an Oscar contender, Chalamet’s unique approach to the role and his promotional strategy may resonate with voters seeking fresh perspectives. His campaign reflects a desire to honor Dylan’s legacy while simultaneously carving out his own path in the industry. The film’s production challenges, exacerbated by the pandemic, have only heightened the significance of its release for Chalamet, who has poured his heart into this project.
Chalamet’s confetti-filled livestream encapsulates the essence of his campaign, revealing the similarities and differences between him and Dylan. Both artists have navigated the complexities of fame and artistry, but Chalamet’s approach is distinctly his own. As the awards season unfolds, it’s clear that he has made a lasting impression, and regardless of the outcome, audiences will continue to embrace his individuality and creativity.
As the livestream concluded, two final messages flashed across the screen: “Good luck with your future” and “We’ll be seeing your other films.” These words encapsulate the excitement surrounding Chalamet’s career and the anticipation for what lies ahead.
