Scroll down in American Express’ TikTok account, and you’ll find a video of Ira Galtman popping up from behind a bison at the Bronx Zoo.
“Ira content makes my day,” one commenter wrote, evidently already familiar with Galtman, who, as a middle-aged archivist, didn’t expect to become a social media hit for the brand when he first started filming “Ira, The Archivist” videos in 2023.
“I don’t even have a cat in my video, and people are looking at it! I don’t even have to dance in the video to get attention,” he said on a video call.
Galtman has served as Amex’s brand archivist for three decades, documenting the company’s 176-year history and…
