Manchester will play host to a world first social reality series from Channel 4.
The 4-part series, You Do You, will air exclusively on Instagram from this Sunday. It’s the first social reality series from 4Studio’s Leeds-based branded entertainment team and it follows the lives of a group of young creatives, whose stories are shared on the social media platform.
“We’re really excited to reveal You Do You, an exciting first of its kind partnership with Instagram made exclusively for Channel 4’s Instagram channel,” said David Amodio, Deputy Head of Digital Innovation & 4Studio.
“4Studio continues to lead the reinvention of branded social entertainment – from drama and documentaries to comedy and entertainment and now reality, pushing boundaries with bold brand partners whilst accelerating Channel 4’s digital growth.”
Produced by Interstellar in partnership with Instagram, it will document the lives of SINDYSPLACE – a collective of young creatives who are “artists, lovers, collaborators and best friends.”
It will run across Channel 4’s Instagram Reels, Stories and In-Feed posts, along with full IG episodes.
“We are delighted to partner with Channel 4 as part of the Yours To Make brand campaign and to bring You Do You to an exclusively Instagram audience,” added Jason Miller, EMEA Consumer Marketing Manager, Instagram.
“The show is a celebration of British youth culture and the young people that continue to explore and experiment with who they are through Instagram. We can’t wait for audiences to be introduced to the characters and watch their individual journeys as they navigate life and pursue their passions.”
The 4 x 10 min series was commissioned by Channel 4 Digital Commissioning Executive, Joe Churchill, working with 4Studio’s Group Content Manager Jodie Miles, who brokered the partnership with Instagram’s media agency Mindshare.
“We are always looking for new ways to tell stories that truly reflects the way that young people live their lives, and You Do You is the perfect example of this,” said Joe Churchill, Channel 4 Digital Commissioner.
“This is a show that is not just about great Gen Z characters, it’s shot through with their DIY, mixed media approach to creativity. Instagram is almost another character in the series and it is particularly exciting to see a story play out across their real and digital worlds. It’s new and it’s fresh and we can’t wait for our social audiences to discover it.”
