What if Instagram had its own talk show?
Social platforms were already full of interviews, performances and celebrity content. Most of it, however, was still produced like traditional entertainment and then adapted, clipped and shared as highlight edits into the feed.
Reel Talk reversed that logic.
From the beginning, a “ Reel Talk episode” was designed as more than one video.
Interviews, quick-fire questions, games, challenges, performances, teasers, stories, raffles and supporting social assets — all produced together, but released as individual pieces built for the feed. Weeks of research into each guest’s career, interests, music and personality turned the same core format into personalized experiences and narratives every time.
The first season generated 726K+ organic views across four episodes, despite the originating account having fewer than 6K followers at the time. Across the lifespan of the first season, the channel added 8K+ new followers.
Don’t cut a show into Reels.
Build the show out of Reels.
Most entertainment formats are made long first, then cut down for social. We designed Reel Talk the other way around.
Instead of producing one long show and adapting it for Instagram afterwards, we designed the entire format as a series of short, self-contained social moments from the start. Conversations, games, challenges and performances were developed as individual Reels that could stand on their own — while still connecting into the bigger story of each episode.
We also developed the format further into interconnected content capsules.
A hero Reel could introduce the guest. A Story could tease it. A carousel could expand the conversation. Another Reel could turn a challenge into its own piece of entertainment.
Each asset had to work independently in the feed while still rewarding people who followed the whole episode.
And than we changed our own formular
Once the core format was established, we deliberately started breaking its own rules.
For the Eunique special, Reel Talk left the studio and followed the artist through locations connected to her actual life — recording studio, neighbourhood, fashion and performance spaces — while retaining the conversations, challenges and performance mechanics that made the format recognisable.
Press resonance
The format itself became news.
7+ major editorial titles covered or interviewed talent around Reel Talk. Publications like the Grazia, W&V, Businesspunk, GQ, Cosmopolitan picked up on the Instagram-native talk-show concept itself — giving the project earned relevance outside its own channel.
Our talk show became a brand success story itself.
Cultural resonance
Reel Talk grew beyond its original studio format.
The digital format became a live stage format at OMR Festival, extended into album-release partnerships, artist performances at Bunte New Faces Award, location-based specials and seasonal activations.
Brand resonance
The format became a platform of its own.
Reel Talk evolved into limited-edition launches, major raffles, specials and recurring activations — extending the format far beyond the original show and increasing the brand’s visibility across its audience. 10+ episodes & specials. 10 featured acts. Multiple seasons.
Project summary
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Scholz & Friends Commerce x glo Germany
2022–2023 -
Senior Art Director
Concept Development
Format Development
Art Direction
Creative Development
Production Supervision
Press Material
Research & Writing