Inside of Fullscreen there is a group led by Billy Parks and Bryan Thoensen called the “Strategic Content Group.” Most are familiar with the highly publicized project with Snapchat, called Snapper Hero, that their team rolled out last year, but at its core, SCG is designed to create programming that is interactive and pushes the boundaries of the norm, often at the hand of a major brand.
Today, the company announced a new project to emerge from the division, this time landing on AT&T’s HelloLab. The new show stars and is written by Grace Helbig, a talent in Fullscreen’s network who has become famed as a YouTube comedienne, New York Times bestseller and darling to various major brands including Marriott. “Writing with Grace,” as the show is aptly titled, debuted today and gives fans the opportunity to interact and collaborate with Helbig as she writes a novella called “Freak Week” on the new storytelling app, Wattpad.
The opening and closing chapters are penned by Helbig, herself, without input from fans but the meat of the novella will be collaborative and driven by her fans. The series will live on Helbig’s channel as part of AT&T’s year-long initiative “HelloLab,” announced earlier this year. Writing with Grace joins two other series announced by AT&T: “Damon and Jo’s Dare to Travel, a YouTube travel series sourcing dares from fans across multiple social platforms, and Make My Monday, a Snapchat series that launched earlier this week starring Snapchat Superstar Shonduras executing fan challenges in real time,” as cited in today’s release.
“Writing with Grace is exactly what we set out to do with AT&T Hello Lab — help a creator take her audience in an exciting new direction,” said Valerie Vargas, vice president, Advertising & Marketing Communications, AT&T Entertainment Group.
AT&T also recently was announced as the supporting partner for Fullscreen’s subscription platform targeted at young females and is the founding partner, with The Chernin Group, of Otter Media, an investment group focused on venture capital for over the top video brands like Fullscreen and CrunchyRoll — two companies in The Chernin Group portfolio.