The real-world house of hair

To launch Netflix’s most expensive spy thriller ‘The Gray Man’ to Australia, we decided to use its most hotly anticipated and talked about feature - the iconic facial hair of the lead protagonists played by Ryan Gosling and Chris Evans. We built from scratch two competing barbershops side-by-side, each offering one iconic look - the ‘good’ side where you could get a goatee like Gosling, or the ‘bad’ where you could get a moustache like Evans. If you wanted something else, too bad.

Fans were unsuspectingly thrown into the world of The Gray Man through immersive theatre, including escaping hostages, screams from out the back and ‘bodies’ being dragged through in rugs. Nevertheless, the barbershops were fully booked, apart from the few customers who ran away after hearing the chainsaw.