I wrote the copy for Fable’s first OOH campaign in Chicago, using location-driven messaging to maximize impact. One standout execution nods to Fable’s dinnerware feature in The Bear, strategically positioned above Mr. Beef—an iconic spot tied to the show’s roots.
Through clever, tongue-in-cheek copy, the overall campaign plays with perception—reinforcing Fable’s ability to effortlessly refine any dining experience, no matter how casual.
