Following the premiere of "The Bear," a wave of internet content emerged, establishing a devoted following captivated by Carmy's iconic white t-shirt. It has sparked discussions about restaurant workers and even inspired a cartoon in The New Yorker. Such widespread acclaim is rare for a TV series. The show ignited a collective frenzy, and as FX geared up for its second season, we crafted a promotional spot that tapped into this sense of community and the power of fandom. This UGC-driven campaign was part of a larger video strategy, ultimately earning us gold at the Clio Entertainment Awards.
Project: The Bear Season 2 | Client: FX | Role: Creative Director | Agency: Known | Awards: Clio Entertainment GOLD - Video Promo Campaign, GEMA Awards GOLD - 360 Campaign: Comedy