Bear Fight Whiskey: Filming Gabriel Macht at Broadley Studios

Bear Fight Whiskey’s “What’s Your Bear Fight?” campaign, starring Gabriel Macht, was filmed at Broadley Studios in Marylebone, central London. Production company O Positive brought the creative concept to us and our team helped to execute it in our studio

The campaign asks a simple question: What is your Bear Fight?

Not the big cinematic battle. Not the final victory moment. The daily one

The work call. The creative block. The big decision. The small frustration. The thing you get through, laugh about, or raise a glass to at the end of the day.

That idea sits at the heart of the campaign. Bear Fight Whiskey is positioned as a whiskey for the journey, not just the finish line. Bold, approachable and built around the idea that everyday challenges deserve to be marked, win or lose.

You can really feel the energy and craft that went into this. We were amazed by Broadley’s expertise and how smoothly everything came together.

Key Takeaways

• The campaign reframes “bear fights” as everyday challenges like creative blocks, tough decisions, work pressures, positioning Bear Fight Whiskey as a brand that celebrates the journey, not just the win.
• Featuring Gabriel Macht, the campaign relies on a strong, personality-driven performance, using direct-to-camera storytelling to make the message feel relatable and authentic.
• The production was filmed entirely at Broadley Studios, with the studio providing the technical setup, production support, and controlled environment needed to deliver the creative vision efficiently.
• Tools such as autocue technology helped maintain consistent delivery across takes, supporting the campaign’s emphasis on timing, pace, and clear communication.

A sharp campaign with a strong central performance

Gabriel Macht brings a natural confidence to the camera

This was a performance-led campaign. The studio setup needed to give Gabriel and the production team the space, control and technical support to get the rhythm right. Comedy and brand work both rely on timing. The setup has to be clean enough to protect the performance, but flexible enough to allow the idea to breathe.

Supporting O Positive from studio floor to shoot delivery

O Positive came to Broadley with the Bear Fight Whiskey campaign concept, and we supported the production by bringing it to life inside our studio.

The full production was filmed at Broadley. Our role was to provide the studio environment, technical setup and production support needed to execute the campaign efficiently and professionally.

The shoot used autocue, allowing the performance to stay sharp while keeping delivery consistent across takes. For a campaign built around direct address, pace and personality, that made a real difference.

The studio gave the production team a controlled space to work quickly, with the infrastructure needed for a commercial shoot: lighting, camera setup, crew flow, client visibility and a practical working environment for both talent and agency

Filmed at Broadley Studios

This was a strong example of how Broadley supports commercial productions.

A production company arrives with the creative. The talent arrives ready to perform. The brand has a clear story to tell. Our job is to make the studio side work to elevate the concept through to final delivery.

For Bear Fight Whiskey, that meant supporting O Positive with a professional studio environment, autocue, technical workflow and filming support to help deliver a campaign starring Gabriel Macht.

Are you planning your next production? Please call us on 0207 725 5858 or email us at [email protected]. We’d love to hear from you.

Broadley Studios - For People with Something to Say