The Business of Fashion reported on a trend I have been working inside: brands creating their own TV shows. Audiences tire of ads, so brands turn to series that can be funny, tell longer stories and bring people back.
Episodes earn a return visit
An ad has one chance. A series has a reason to come back: what happens next. A single post peaks on day one; a series peaks with every episode. And a product inside a story is remembered with the feeling of the story, not as a claim.
The Intense Diaries
For Sol de Janeiro’s Intense Perfume Mists, I cast Aliona Gris and co-created the idea: a short telenovela in which she plays herself, planning an event while everything falls apart. A trailer, then three episodes, one scene and one scent each. We shot every scene in one Berlin hotel so the series kept one look, and Aliona answered comments with new videos between episodes.
In its first two weeks it reached 6.04M people with 9.04M views across 31 posts and $453.1K in earned media value. The trailer alone passed 5.8M views on TikTok. The full case is on the project page.
When a series fits
When the product has a personality, the creator’s audience loves their humour or drama, and the launch has a few weeks to unfold. If that sounds like your next launch, it is work I take on in content strategy.
Source: Haley Crawford, “Why Brands Are Creating Their Own TV Shows”, The Business of Fashion, September 2025.
