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Why brands like Anthropologie are commissioning creator-created shows instead of posts

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Why brands like Anthropologie are commissioning creator-created shows instead of posts

Pooja Tripathi created Brooklyn Coffee Shop, the comedy web series built around a barista with an opinion about every customer who walks through the door. The show won a Webby this year and its fan club in marketing circles keeps growing.

SharkNinja paid to work its Auto Barista machine into an episode; Anthropologie went a step further and hired Tripathi to write and lead its first micro comedy series — a holiday party caper she took from script to shoot. Even Instagram has noticed. Tessa Lyons, its vp of product, singled out the show as one of her favorites while talking up the app’s renewed push into longer-form content.

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