Though multiple directions were considered, Tanner explained that Vernachio’s idea of a dream dinner party kept coming to the forefront.

“It felt like the most natural, relatable setting for the Allbirds audience to dig into these questions about human nature,” Tanner said. “At the best dinner parties, you’re having a laugh, maybe learning something new from someone new, but you’re also letting your guard down and getting to be your most comfortable self—all of which is key to the Allbirds brand.”

According to Tanner, though the series was new territory for the brand, Allbirds wanted to “swing for the fences” with the dinner party concept and a host like Stanley Tucci.

“They trusted us,” Tanner said. “Because we all knew we had a shared understanding of the brand ethos and were working out the right way to bring that to the audience.”

By launching its first long-form series, Allbirds continues the ongoing trend of non-entertainment brands getting into the space and releasing content and programming of their own.

For example, Chili’s recently premiered a 15-minute short TV romcom on Lifetime in honor of National Margarita Day. Meanwhile, Fox’s ad-supported streaming service Tubi also worked with Mischief to create movie trailers for brands like e.l.f cosmetics, Nerds, and Poppi, announcing that the trailers could be developed into Tubi Originals during Super Bowl 59.

“I do think the reason that you’re seeing more of this—and from probably unexpected places—is because people respect consumer choice, and we know that in order to earn that view from a consumer, it has to be something of value to them,” Olmstead said.