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    Chelsea Pictures Adds Directing Collective The Bear, EP Michel Waxman

    By SHOOTUpdated:No Comments3912 Views
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    Ben Steinbauer (l) and Berndt Mader of The Bear directing collective
    NEW YORK --

    Bicoastal Chelsea Pictures has signed directing collective The Bear and hired executive producer Michel Waxman.

    Founded by Austin filmmakers Berndt Mader and Ben Steinbauer, The Bear has been bringing its authentic, funny, and candid directorial style to brands since its founding a decade ago. Prior to joining the Chelsea roster, The Bear had been repping itself. Notable clients of The Bear include Whole Foods, Stubhub, Yeti, Alfa Romeo and Crate & Barrel.

    Chelsea president/owner Lisa Mehling said of The Bear, “From the moment [Chelsea director] David Gordon Green introduced me to Berndt and Ben, I knew that The Bear was ready to take their ethos and aesthetic to the broader national market. As filmmakers, their approach and style is spot on with what agencies and brands are looking for.”

    Mader and Steinbauer noted that they were drawn to the high caliber of Chelsea’s work and its directorial roster which includes Green, Lauren Greenfield, Alex Gibney, Bruce Hunt, Jack Cole, Nadav Kander, Amir Bar-Lev, Kyle Patrick Alvarez, Thomas Beug, Alan Poul, Gregory Jacobs, Matthias Zentner, Peyton Wilson and Erik Madigan Heck. 

    Waxman
    As exec producer, Waxman will helm Chelsea’s L.A. office and serve alongside VP/EP Pat McGoldrick. Waxman began her career at Creative Management Partners, where she learned the ropes from a veritable who’s who of reps and executive producers while also building lasting relationships with clients. Waxman went on to form her own firm, MBW Represents, with Academy Films, Park Pictures and Rattling Stick, among others, on her roster. She most recently served as executive producer at Serial Pictures.

    Waxman said she’s looking forward to fostering Chelsea’s “continued evolution as a leader, not just in advertising, but in all branded entertainment partnerships for our inspiring group of directors.” 

    Mehling cited Waxman’s “creative pedigree and her ability to support and grow directors” as making her part of "a dream team" in tandem with McGoldrick.

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    Category:News
    Tags:Chelsea PicturesMichel WaxmanThe Bear



    A “Masters” Class In Branding and Fashion

    Saturday, April 11, 2026

    If the world of high fashion has Fashion Week in Milan, with sleek models dressed in avant-garde looks strutting down the runways, then the golf world has the Masters, where players bound down verdant green fairways in azalea-inspired polos, exotic bird prints, the yellows of jasmine and the pinks of the dogwoods.

    Over the last few years, golf apparel companies have begun treating the first full week of April as their moment to shine, unveiling lineups of Masters-inspired drops they hope can capture the attention of those focused on the season's first major.

    The surf-style company Johnnie-O, for example, dips into the Deep South with its classic, understated Azalea Collection. Rhobak likewise offers an Azalea Collection, though with bold flower patterns designed to invoke the feel of being on the grounds of Augusta National. Malbon Golf, meanwhile, offers a "Birds of Georgia" set featuring images of those typically found about the course.

    Yet none of them carry the iconic Masters logo. Or reference Amen Corner. Or use the words "Green Jacket."

    All of those are trademarked by the club — three of nearly 100 trademarks on file — and force outside apparel companies to creatively build their connections to both the tournament and Augusta National without infringing on their intellectual property.

    "Makers of products for mass market dream of becoming a supplier to Walmart. Likewise, high-end brands salivate at the idea of winning a mandate from the Masters," said John Sabino, author of "The Augusta Principles: Timeless Business Lessons from the World's Premier Golf Club." "Apparel companies want to tap into the Masters' high-quality association and leverage the club's exalted brand."

    Yet tapping into that association is... Read More

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