Inspired by FX’s “The Bear,” talented chefs across the country share the stories of their city, and how their food speaks to the local community’s culture and spirit.
We partnered with FX and American Express + Resy to help launch the highly anticipated second season of FX’s ‘The Bear’ with a docu-style series serving up chef 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.