Shaw & Shaftesbury/Smokebomb Present Multiplatform Comedy MsLabelled


TORONTO: Shaw Media and Shaftesbury’s digital studio, Smokebomb Entertainment, have aligned with brand agency shift2 and Schick Quattro for Women on MsLabelled, a fashion-focused, multiplatform comedy series.

The 20×4-minute show features and is executive produced by Jeanne Beker (Fashion Television). Designed to transmit both online and on air, MsLabelled is a vlog-style comedy series set in the fast-paced, high-pressure world of fashion. The series features Ella (Rebecca Liddiard of Between), 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 first six episodes are now available on Slice network’s female-focused website and the VervegirlTV YouTube channel, with new episodes to be released each Tuesday and Thursday, as well as additional Schick Quattro for Women branded content featuring the cast. Episodes of MsLabelled will be reshaped for TV and air on Slice at a later date.

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.

“We know great content can thrive on multiple platforms,” said Christine Shipton, the senior VP of content at Shaw Media. “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,” said Christina Jennings, the chairman and CEO of Shaftesbury/Smokebomb and chairman of shift2. “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.”
“I’m excited to be contributing to this new wave of transmedia programming that will undoubtedly resonate with all those cool, young women out there who can never get enough of the enigmatic world of fashion,” added Beker. “Having had the privilege of initially pioneering fashion content for television three decades ago, I’m now savoring this opportunity to make waves on a whole new media frontier.”
“After learning about the MsLabelled series and seeing drafts of the scripts, we loved the central theme around strong female characters in fashion,” said Jennifer Carnevale, the brand manager at Quattro for Women. “The series fits perfectly with the Quattro for Woman user—a young woman who is fun and flirty, and loves fashion and YouTube. This is the brand’s first foray into YouTube and we believe it is a great way to connect with our target consumer.”