Dive Brief:
- Marc Jacobs is tapping into the trend of microdramas with new social content starring “I Love LA” actor Rachel Sennott, according to a press release.
- “The Scene,” which Sennott also wrote, follows the star as she races around New York to finagle an invite to the Met Gala. The script alludes to popular social content, like the “SubwayTakes” interview show, and features cameos from Francesca Scorsese, Morgan Maher, True Whitaker and Sandra Bernhard.
- The campaign spotlights the titular Scene Bag, a key piece of the designer’s pre-fall 2026 collection, which Sennott clutches throughout the storyline. Marc Jacobs said this is the first installment in an ongoing microdrama series, aligning with a larger surge in branded entertainment.
Dive Insight:
Microdramas — ultra-short, often soapy series designed with mobile viewing in mind — continue to pick up steam in the marketing world, sitting at the intersection of social content and branded entertainment strategies that are back in vogue. Marc Jacobs is putting a luxury spin on the concept, enlisting a rising Hollywood star for “The Scene,” which builds anticipation for the label’s pre-fall 2026 collection and the Met Gala on May 4. The label in the release said that the effort is part of a larger evolution of its approach to visual storytelling, uniting fashion, film and entertainment.
In “The Scene,” Sennott scrambles to get in touch with Anna Wintour, racing around the city and having awkward run-ins with the likes of Francesca Scorsese — daughter of famed director Martin — and acting legend Sandra Bernhard. The narrative leans heavily into the Manhattan backdrop, with a climactic moment centered on an encounter with a rat puppet. Sennott’s desperate jockeying for Wintour’s notice also ends up all for naught, as she had just missed a formal invitation to the gala slipping under her apartment door as she set out on her journey.
The video frequently highlights the Scene Bag, including through point-of-view shots from inside the accessory. Marc Jacobs in the announcement said its future microdrama content will roll out episodically and further emphasize themes of “everyone seeking to be seen and visibility is power.” Last May, Marc Jacobs teamed with musician Doja Cat on a pre-fall campaign titled “Staycation” that focused on its Dual Bag line.
Microdramas have quickly generated traction among marketers that are shifting more of their budgets to social. Procter & Gamble’s Native personal care brand earlier this year released a 50-part microdrama series that played into soapy tropes. Maybelline around the holidays also leaned into the fad with a five-part story starring the leads of Netflix’s smash hit “Hot Frosty.”
