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How do you follow Anthony Bourdain? Get hunting and fishing in front of a mainstream audience? Tell the biggest stories in food and the outdoors without dividing people? On The Line answers all three at once — set up to be the most high-profile outdoor media project built to date.
David Chang founded Momofuku in 2004 with a single 26-seat noodle bar; it's now a global restaurant group anchored by Majordomo in LA. No one in food today carries a bigger built-in audience, or more credibility walking into a kitchen — or a river.
Not a fishing show — a culinary and travel show, built episode by episode into one continuous narrative, season after season, with through-lines and character connectivity throughout. Here's a first look:
Beyond Chang, there's real headroom for additional star power in future episodes — several of these are natural fits for YETI's own ambassadors on camera, with international locations doubling as a hook for YETI's global expansion this year.
Not a prop placement. YETI runs through the physical mechanics of how every episode actually gets made — camera to field to studio, season after season.
Picture the workflow: camera to bags to boat to kitchen to studio — every piece of it, broadcast to YouTube to podcast, carrying the product through.
The distribution plan for the full season — every episode, every asset type, every platform. Not one cut of each: a growing library, season after season.
The single biggest lever: the same long-form cut published across every partner's own channel — YETI, Dubai Tourism, David Chang, Off The Grid Studios, and others — each one pulling in its own audience, stacking views and subscribers across every account.
The team, the franchise, the distribution plan, the full integration, and the numbers — eight pages.