Channel 4 has commissioned The Guest List in partnership with leading global beauty brand, Sol de Janeiro. A five-part micro drama series produced by curly media, the vertical drama will dip into the lives of a friendship group of four women in their twenties and their relatable, aspirational stories.
The four characters, Amaka, Aisha, Bella and Mika, are all hard-working women navigating life as young people in London. Across the five vertical shorts, viewers will see a story of career dilemmas and new crushes, to getting ready for a night out. Watching their lives unfold through the intimacy of their group chat, capturing the energy, humour and unfiltered support of modern womanhood.
The Guest List brings to life a modern story of friendship and their individual relationships, self-expression and the joy – and trials – of being a young person today. Each character draws inspiration from a different scent in Sol de Janeiro’s brand-new Intense Mist fragrance range.
The Guest List was commissioned for Channel 4 by Ameenah Taher, Digital Commissioning Executive. curly media’s Emma Walker is executive producer, and Jade Greene is series producer. Zenith UK brokered the partnership, working closely with Channel 4 and Sol de Janeiro to transform the brand’s fragrance portfolio into entertainment.
Channel 4’s Ameenah Taher, said: “We're always looking to anticipate where audiences and storytelling are heading next. I’m proud to have commissioned Channel 4’s first branded micro drama foray into this space and worked closely with curly media to develop the project - a bold, character-led series exploring the friendship, ambition and lives of a diverse group of intelligent young women. We are excited to have collaborated with Sol de Janeiro to bring this series to life.”
Channel 4’s Head of Advertiser Strategy, Sam Hicks, said: “We love finding new and creative ways to bring brands and audiences together, and The Guest List is a brilliant example of what that can look like. By pairing Sol de Janeiro with an emerging format, we’ve created a partnership that puts the brand at the heart of the idea and gives audiences something genuinely entertaining.”
Sol de Janeiro’s Director, Marketing & Consumer Engagement of UK & Ireland, Rebecca Pollard added: “Sol de Janeiro is all about rewriting the rules of beauty and celebrating confidence, connection and sparking joy, The Guest List is our chance to challenge what beauty content can be. We wanted to be a part of creating something unexpected, culturally relevant and made for the world our community actually lives in.”
Zenith UK’s CEO, Sannah Rogers, said: “The best partnerships start with a shared ambition to create something people genuinely want to spend time with. We saw a real opportunity to bring Sol de Janeiro and Channel 4 together around a new kind of storytelling, taking what makes the brand so distinctive and building it into the creative idea from the start.”
curly media’s Emma Walker, commented: “curly media is passionate about making entertainment for social audiences and so we’re thrilled to be asked to produce The Guest List. It feels both right and exciting that Channel 4 is behind a first of its kind micro-drama, in collaboration with a great brand like Sol de Janeiro.”
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