Oobah Butler is an English filmmaker, author, and journalist best known for his elaborate social experiments and viral pranks that expose the flaws in modern digital algorithms and consumer culture. He first gained international fame in 2017 by turning his garden shed into “The Shed at Dulwich,” which became the top-rated restaurant in London on TripAdvisor despite never serving a real meal. Since then, Butler has expanded his portfolio to include undercover documentaries like The Great Amazon Heist (2023) and his most recent 2025/2026 project, How I Made £1 Million in 90 Days, which explores the world of high-stakes entrepreneurship and cryptocurrency.
In this mega-article, we provide an authoritative look at Oobah Butler’s rise from a freelance Vice writer to a globally recognized documentarian and host of Catfish UK. You will learn about the strategic “systems of belief” he uses to manipulate fame, the technical details of his most famous stunts, and how his work serves as a satirical mirror to our internet-obsessed society. Whether you are interested in his bestselling book or his latest Channel 4 specials, this is the ultimate resource for all things Oobah.
Early Life and Vice Beginnings
Oobah Butler was born on February 13, 1992, in the village of Feckenham, Worcestershire. Growing up as one of six children, he developed a knack for storytelling and unconventional thinking early on, later adopting “Oobah”—a childhood nickname—as his legal name.
His professional career began in 2015 when he started writing for Vice Magazine. His early articles often featured absurd challenges, such as attempting to out-sell a Jehovah’s Witness door-to-door or creating a “DIY sex robot” from household items. These pieces established his signature style: a blend of gonzo journalism and performance art that relied on his charisma and willingness to commit to the bit.
The Shed at Dulwich Story
In 2017, Butler executed what is widely considered the greatest restaurant hoax in history. Motivated by his past experience being paid £10 per fake review, he decided to see if he could manipulate TripAdvisor’s algorithm to make a non-existent restaurant the #1 venue in London.
He listed his backyard shed as “The Shed at Dulwich,” an appointment-only restaurant with a menu based on “moods.” To provide visual proof, he photographed “dishes” made of shaving foam, bleach tablets, and even his own foot. By mobilizing friends to post reviews that emphasized the restaurant’s exclusivity and “hidden gem” status, the shed climbed from rank 18,149 to #1 in just six months. The stunt concluded with Butler hosting a single night of microwaved £1 ready meals for unsuspecting guests who, remarkably, left satisfied.
Georgio Peviani: Paris Fashion Week
Following the success of the Shed, Butler turned his attention to the elite world of high fashion in 2018. He noticed a brand of “knock-off” jeans called Georgio Peviani being sold at a market in Brixton and decided to pretend to be the designer at Paris Fashion Week.
Armed with nothing but a fake business card and a surplus of confidence, Butler bluffed his way into exclusive runways and after-parties. He was treated as a rising star in the denim industry, with buyers from Milan expressing interest in his collections. The project highlighted how the “embodied story” and aesthetic cues of the fashion world can be easily mimicked to gain entry into the most guarded social circles.
Catfish UK Hosting Role
In 2021, Oobah Butler’s expertise in digital deception made him the natural choice to co-host the British spin-off of MTV’s Catfish. He originally hosted alongside Julie Adenuga before being joined by YouTube star Nella Rose for subsequent seasons.
As a host, Butler applies his investigative skills to help people uncover the truth about their online relationships. His empathetic yet skeptical approach has helped Catfish UK become a staple of reality TV, often trending globally. His work on the show earned him the “Best Male Personality” award at the 2023 National Reality Television Awards.
The Great Amazon Heist
In late 2023, Butler released a more serious and politically charged documentary titled The Great Amazon Heist on Channel 4. This film saw him go undercover at an Amazon fulfillment center in Coventry to investigate reports of poor working conditions and aggressive productivity targets.
The documentary featured a series of provocations, including Butler collecting discarded bottles of urine from delivery drivers and successfully listing them on Amazon as a “bitter lemon” energy drink. By manipulating the site’s own ranking tools, he made the product a #1 bestseller in its category. The film was widely praised for its balance of humor and hard-hitting investigative journalism, receiving five stars from The Daily Telegraph.
2025 Millionaire Stunt: 90 Days
Butler’s most recent major project, released in late 2025 and continuing to circulate in 2026, is the documentary How I Made £1 Million in 90 Days. In this experiment, he challenged himself to become a millionaire by adopting the tactics of “hustle culture” and cryptocurrency entrepreneurs.
The film follows Butler as he launches a series of absurd but convincing businesses, including a “faux-religious” cigarette brand called Holy Smokes and a high-priced online course on “idea generation.” He successfully attracted real investment from venture capitalists and crypto moguls, only to eventually return the money. The documentary serves as a scathing critique of the current economic climate and the ease with which “performed success” can be converted into actual capital.
Authorship: How to Bullsh*t
In 2019, Butler published his debut book, How to Bullshit Your Way to Number 1: An Unorthodox Guide to 21st-Century Success*. The book became a Los Angeles Times bestseller and serves as both a memoir of his stunts and a philosophical guide to overcoming social inhibitions.
Rather than being a manual for deception, the book encourages readers to question the systems they live in and to realize that many barriers to success are merely psychological. Butler argues that if a man in a garden shed can trick the world’s biggest travel site, anyone can navigate the complexities of modern life with a bit of creativity and “the right kind of nonsense.”
Use of Lookalikes and AI
A recurring theme in Butler’s work is the use of doubles to attend events or interviews on his behalf. After the “Shed” went viral, he sent lookalikes to appear on news programs in Brazil, Australia, and the UK, demonstrating that the media is often more interested in the image of a story than the person behind it.
He has also integrated technology into his pranks, notably using an AI to write his acceptance speech for the 2019 Webby Awards. These tactics emphasize his core message: in a world of digital replication and high-speed information, authenticity is often a secondary concern to the algorithm.
Practical Information and Planning
If you are interested in following Oobah Butler’s work or seeing his documentaries in 2026, here is how you can access his content:
- Where to Watch: His major documentaries (The Great Amazon Heist, How I Made £1 Million) are available on Channel 4 (UK) and various international streaming platforms like Apple TV and YouTube.
- Social Media: Butler is active on Instagram (@oobah) and X/Twitter, where he often teases upcoming stunts and shares behind-the-scenes footage.
- Book Availability: How to Bullshit Your Way to Number 1* is available in paperback, ebook, and audiobook formats via major retailers like Amazon and Waterstones.
- Speaking Engagements: Oobah frequently speaks at media and marketing conferences; tickets for these events vary by venue but typically range from £50 to £200.
- What to Expect: Expect content that is high-energy, satirical, and often legally precarious. His work is generally rated for audiences aged 15 and up due to mature themes and language.
Frequently Asked Questions
Was the Shed at Dulwich a real restaurant?
No, it was a total hoax. It was actually Oobah Butler’s backyard garden shed in South London. It never served real food to the public except for one night of frozen meals during the big reveal.
How did Oobah Butler get a urine bottle to #1 on Amazon?
He branded the bottles as a “bitter lemon” drink called “Release Energy” and used friends to purchase the item and leave reviews. This manipulated Amazon’s algorithm, which prioritizes sales velocity and positive feedback.
Who is Georgio Peviani?
Georgio Peviani is a real, affordable denim brand found in Brixton markets. Oobah Butler adopted the name as a persona to bluff his way into Paris Fashion Week, pretending to be the designer.
What is Oobah Butler’s latest documentary in 2026?
His most recent major release is How I Made £1 Million in 90 Days, which premiered in late 2025 and remains a major topic of discussion in early 2026.
How much did it cost to create the Shed at Dulwich?
The initial setup cost was very low, involving a burner phone, a cheap website domain, and some household cleaning supplies used to make fake food.
Has Oobah Butler ever been arrested for his stunts?
While his stunts often push legal boundaries (such as trespassing or fraud), he has generally avoided criminal charges by framing his work as journalistic research or performance art.
Where can I buy Oobah Butler’s book?
His book How to Bullshit Your Way to Number 1* is available at most major bookstores and online retailers like Amazon and Book Depository.
What awards has Oobah Butler won?
He has won multiple awards, including “Content Creator of the Year” at the Drum Online Media Awards (2018), a Webby Award (2019), and “Best Male Personality” at the National Reality TV Awards (2023).
Does Oobah Butler use real lookalikes?
Yes, he has famously used people who vaguely resemble him to conduct interviews on TV stations worldwide, often without the presenters ever noticing.
Why did Oobah Butler choose the name “Oobah”?
It was a nickname he had since he was a baby, and he eventually made it his legal name to better suit his public persona.
Final Thoughts
Oobah Butler’s body of work serves as a vital critique of the digital age, proving that in a world governed by metrics and algorithms, perception is often more powerful than reality. From the humble confines of a garden shed to the high-stakes boardrooms of venture capitalists, his stunts have consistently exposed the gullibility of global systems. By blending humor with biting social commentary, Butler doesn’t just prank individuals; he pranks the very structures—TripAdvisor, Amazon, and the fashion industry—that dictate modern consumer behavior.
As we move through 2026, Butler continues to challenge our understanding of authenticity. His transition from a viral prankster to a serious investigative filmmaker demonstrates a maturing of his craft, using his “bullshit” methodology to highlight real-world injustices and corporate negligence. Ultimately, Oobah Butler reminds us that a healthy dose of skepticism is our best defense in an era where the line between a #1 bestseller and a bottle of urine is thinner than we’d like to believe.
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