When René first approached us, they weren’t just opening another Italian restaurant in Tbilisi—they were building a place with real Italian spirit. Our task at Multiplayer was to help bring that spirit to life online. From the very beginning, this was to be a social media-first launch campaign: no billboards, no press blitz, just carefully crafted digital storytelling designed to invite people into René’s world.
About René
As we already mentioned, René is not a just another Italian restaurant, it’s a perfect location for gourmets and coctail lovers. Located on Mosashvili Street, Tbilisi, a well-known area that naturally complements the restaurant’s calm and intimate atmosphere. The space brings together Italian dining traditions and contemporary finesse, offering a menu that includes classics like truffle tagliatelle and burrata salad alongside a few locally inspired surprises. But what truly sets René apart isn’t just the food—it’s the feeling. A place where the espresso is gone, but the stories aren’t.
The Core Launch Idea
This insight became the heart of the campaign.
We built the brand narrative around a simple but evocative idea: “Every plate tells a story.” Instead of focusing on loud visuals or trendy food shots, we leaned into silence. Into pauses. Into the small traces left behind after a meaningful meal—the empty dishes, the drained glasses, the quiet glances across the table. These weren’t just visuals, they were memories in motion.
Photo & Video Production
From this mood, we crafted the full visual identity for René’s Instagram: a minimal, earth-toned palette, elegant serif typography, and feed layouts that felt more like a lifestyle journal than a restaurant promo. Every piece of content was designed to reflect the experience of René before anyone even walked through the door.
Our production focused solely on social media. We directed a series of cinematic, detail-oriented reels and photographs: pasta being plated, cocktails stirred slowly under dim lights, hands setting down empty plates. Even the sound design was intentional—we avoided music, letting natural kitchen sounds and ambient table noise take center stage.
Results
And people responded. Within the first few weeks of the campaign, René’s Instagram account had reels reaching over 50,000 views each, with local tastemakers calling it “the best Italian restaurant in town.” Followers grew rapidly, and reservation demand through linked booking tools spiked soon after opening.
But more importantly, the tone we set—the calm, elegant, emotionally resonant mood—was echoed in the way people engaged, shared, and spoke about René.
For us at Multiplayer, this wasn’t just another launch. It was a reminder that when you create space for quiet, people lean in. That a restaurant’s story doesn’t begin with its first dish—it begins with its first impression. And sometimes, that impression is as simple as an empty plate and a memory worth holding onto.