shift2 and Smokebomb Entertainment, the brand agency and digital production arms of Shaftesbury, have tied the knot with Cotton Incorporated on I Do, a new scripted short-form lifestyle series that explores the growing millennial demand for non-traditional, custom weddings. Cotton Incorporated has signed on for integration in the first phase of the series, with shift2 pursuing additional brand partnerships for further episodes in a wide range of categories including finance, travel, jewelry & accessories, cosmetics, fashion, retail and entertainment.
In I Do,when 29-year-old wedding planner “Sophia” (Winny Clarke; Almost Adults) discovers that her two-year marriage to hipster project manager “Tim” (Kyle Hickey; Everyone’s Famous) is illegal due to a clerical error, she puts in plan a motion to have a do-over wedding – but their own way and their own style this time. In doing so, she launches a wedding advice vlog on YouTube tracking her journey, with the goal of becoming the go-to destination for spouses-to-be interested in planning non-traditional weddings.
Also launching with I Do is Union & Ace, a new scripted lifestyle entertainment YouTube channel from Smokebomb Entertainment and shift2 that tells engaging stories about pivotal, life-changing moments for millennials. The companies’ first and flagship YouTube entertainment channel for millennials, VervegirlTV, has 30 million views to date for the hit YouTube series Carmilla, which is funded by the U By Kotex® brand, and fashion-focused series MsLabelled, produced in partnership with Shaw Media and Schick® Quattro for Women®.
The Cotton Incorporated episodes of I Do, developed by Smokebomb Entertainment and shift2 in association with Channel Factory, are produced by Jay Bennett and Alex House, directed by Molly McGlynn and written by Stephanie Tracey and Mika Collins. Toronto-based wedding planner Lynzie Kent serves as wedding advisor. Kaaren Whitney-Vernon and Christina Jennings are executive producers.
I Do on the Union & Ace YouTube channel:
I Do Social Channels:
Scripted short-form lifestyle series.