To support the launch of the highly anticipated heist thriller, Crime 101, 100 Thieves executed a first of it’s kind brand takeover, temporarily rebranding the headquarters to “101 Thieves” to mirror the film’s high-stakes theme.

100 Thieves announced the rebrand and honored the film’s star, Chris Hemsworth, as the 101st Thief with an social video on 100 Thieves, Crime 101 and Nadeshot’s social channels which generated over 1M+ views.

The centerpiece of the activation included a special livestream experience where Hemsworth joined Nadeshot at the ‘101 Thieves Compound’ to game and share exclusive behind-the-scenes stories from the Crime 101 set.

To deepen community engagement, 100 Thieves created exclusive 101 Thieves x Crime 101 apparel to 101 lucky fans along with tickets to a pre-release 100 Thieves fan screening of the film.