And similar to that … a automotive model is actually chargeable for hitting the inexperienced mild on the brand new And Simply Like That companion sequence.

Premiering alongside the Intercourse and the Metropolis spin-off’s new season final week, Behind the Look is Warner Bros. Discovery’s first editorially pushed companion present, in response to Twyla Huang-DiSimone, svp of brand name technique and options for WBD. The 12-episode sequence goes behind the scenes with And Simply Like That costume designers Molly Rogers and Danny Santiago as they showcase outfits whereas touring round New York Metropolis in a Genesis GV80 SUV in every three- to five-minute installment.

Huang-DiSimone mentioned the sequence originated from Rogers’ thoughts and had buy-in from WBD and showrunner Michael Patrick King, however it wouldn’t have occurred with out Genesis signing on.

“It was made attainable with the funding from Genesis, who’s the unique sponsor,” Huang-DiSimone mentioned, including, “It was one thing that the showrunner and that Molly felt strongly about, however it was not of their unique intent for the discharge of the particular sequence, and due to this fact they needed to discover some funding.”


The lines between content and commercial are blurring amid launches like WBD Storyverse.

The partnership continues an business pattern by which the traces between content material and commerce are blurring, with model funding changing into more and more essential as a method to get tasks created. For instance, Sugar23 and Fifth Season introduced a new brand-focused TV and film studio late final yr, bringing manufacturers into the inventive course of early. In the meantime, for its half, WBD lately introduced its Storyverse providing at its upfront occasion in Could, which permits manufacturers to make the most of its IP if it’s the appropriate match.

Nonetheless, Huang-DiSimone famous that WBD’s relationship between the storyteller and the fan “is of the utmost significance” relating to integrating manufacturers into content material.

“We by no means need to pressure match. We additionally need to be sure that our showrunners and our editorial groups are snug and be ok with it,” Huang-DiSimone mentioned. “On this case, it made a lot sense, as a result of Genesis as a model simply absolutely aligns with the type and ethos of And Simply Like That.”

Discovering the appropriate match

In line with Huang-DiSimone, Genesis had been a sponsor for Trade Season 3, and the model was in search of extra integration alternatives inside luxury-inspired IP. However the clincher for the partnership was how seamless the model match inside the companion sequence, which wasn’t conceived as a branded alternative. As WBD’s first editorially pushed companion sequence, Behind the Look was created and produced by the in-house inventive providers workforce for HBO and Max Originals