TORONTO – Shaw Media and Shaftesbury’s digital studio Smokebomb Entertainment have joined forces with brand agency shift2 and Schick Quattro for Women on MsLabelled, a new fashion-focused multiplatform comedy series aimed at female millennials.
Designed to run both online and on air, MsLabelled is a witty, vlog-style series set in the fast-paced, high-pressure world of fashion. The 20 x four-minutes series features and is executive produced by Jeanne Beker, and stars Rebecca Liddiard as Ella (pictured), a young fashionista who tries to find her own voice in the industry by launching an upstart fashion blog, after landing a job at a magazine overseen by editor-at-large Beker.
The series extends onto social platforms through Instagram, Tumblr and Twitter where fictional and real world fashion vloggers, along with the fans of the series, can share, discuss and dissect fashion and fashion trends.
The first six episodes are available now on Slice network’s website Slice.ca and the VervegirlTV YouTube channel, with new episodes to be released each Tuesday and Thursday. Episodes of MsLabelled will be reshaped for TV and air on Slice at a later date.
“We know great content can thrive on multiple platforms,” said Christine Shipton, Shaw Media’s SVP of content, in the news release. “MsLabelled, a series ripe with entertaining characters and strong storytelling, works perfectly across both mediums and offers us the exciting opportunity to have brands like Schick engage with the series.”
“We believe there is a strong future in bringing brands and broadcasters together in a “lasercast” model of scripted YouTube content creation and social fan engagement,” added Christina Jennings, chairman and CEO of Shaftesbury/Smokebomb and shift2 chairman. “MsLabelled has been designed to engage millennials and move seamlessly from YouTube to other platforms, and we’re excited to blend digital and traditional entertainment in partnership with both Shaw Media and Schick.”
Produced by Shaftsbury/Smokebomb Entertainment and shift2 in association with Shaw Media and Schick Quattro for Women, MsLabelled was filmed in Toronto in early March.
