For 2 years, we teamed up again with FX and American Express on the launch of their very popular series, The Bear to give audiences inside access to FX’s hit series ‘The Bear’ with a chef focused campaigns serving up chef stories in NYC, LA, and Miami for Season 2 and then highlighting some of the key people and restaurants featured in the show for Season 3.

Each season’s campaign seamlessly integrated the American Express card and Resy reservation system into the content showing how their products allow customers to find and experience these unique restaurants (often fully booked weeks in advance), while spotlighting each owner and what it means to be an important pillar of the community.

For Season 2, the “Restaurant Stories” content series featured custom :60 vignettes for each restaurant along with a hero anthem spot combining all chefs and cities, airing on FX and living within the show’s page on Hulu. Additional social pieces rounded out a truly multi-platform campaign, with custom articles that appeared on Resy’s website to give consumers a deeper dive into each destination.

For Season 3, the “Inside Access” content series featured custom :30 vignettes for each restaurant story streaming on Hulu, along with unique social-first assets using trending styles like Chef Duets, Restaurant Hit Lists, Hyperlapse Tours, and Recipe Tutorials.

We also covered and created social content at American Express’s exclusive live event in LA for cardholders – The Bear Tasting Kitchen Experience –featuring cast member Matty Matheson making his specialty mocktail and a fun tour of the overall night where guests could explore The Bear set elements like the Walk-In Fridge, sit down for a special curated dinner from Chefs Tim Flores and Genie Kwon, and attend an early screening of the first episode.

This campaign told restaurant stories in NYC, LA, and Miami from diverse food hot spots – South Texas tacos, Indian-American elevated bar eats, and Michelin-star Italian – and how The Bear resonates with them. The multi-city, day-in-the-life shoot kicked off with Dave and Krystiana Rizo, owners of Yellow Rose in New York City, moved to Los Angeles for Avish Naran, owner of Pijja Palace, and ended in Miami at Alex Meyer & Luciana Giangrandi’s renowned Boia De, coordinating with their restaurant staff and local establishments to bring their authentic story to life.

The Restaurant Stories were presented by American Express and Resy with natural tie-ins to how their products allow customers to find and experience these unique restaurants (often fully booked weeks in advance), while spotlighting each owner and what it means to be an important pillar of the community.

The content series featured custom :60 vignettes for each restaurant story along with a hero anthem spot combining all chefs and cities, airing on FX and living within the show’s page on Hulu. Additional social pieces rounded out a truly multi-platform campaign, with custom articles that appeared on Resy’s website to give consumers a deeper dive into each destination.

For this year’s campaign, we wanted to elevate the campaign and decided to highlight some of the key people and restaurants featured in the show. Our Windy City food tour included Tim Flores and Genie Kwon, owners of Kasama, Oliver and Nicolas Poilevey, owners of Obélix, and Jason Vincent, Owner of Giant as they covered the importance of travel, recipe creation, and hospitality in their own experience and how it’s reflected in The Bear. American Express and Resy were featured with natural tie-ins to how their products allow customers to find and experience unique restaurants like these across the country.

The content series featured custom :30 vignettes for each restaurant story streaming on Hulu, along with unique social-first assets using trending styles like Chef Duets, Restaurant Hit Lists, Hyperlapse Tours, and Recipe Tutorials.

We also covered American Express’s exclusive live event in LA for cardholders – The Bear Tasting Kitchen Experience –featuring cast member Matty Matheson making his specialty mocktail and a fun tour of the overall night where guests could explore The Bear set elements like the Walk-In Fridge, sit down for a special curated dinner from Chefs Tim Flores and Genie Kwon, and attend an early screening of the first episode of Season 3.