Siesta Entertainment
Black Moth is the first show from the recently launched Siesta Entertainment. C21 caught up with creative producer Kaaren Lee Brown, and Anna Shchur, former ZeptoLab executive and Siesta CEO, to discuss their vision for this new project.
What can you tell us about your new show, Black Moth?
KLB: Black Moth is a dynamic, female-centric eco-fantasy series with a core demographic of kids aged 9-12. The series follows 14-year-old Alice Evergreen, whose life is turned upside down when she discovers that her music has the power to transform her into the environmental superhero known as The Black Moth. As Alice struggles with self-doubt and the responsibilities of her new powers, she is joined by three fellow young heroes – Tim, Gamma, and En – who help her navigate the challenges of being both teenagers and protectors of nature. Together, they must harness their eco-powers to save the Forest of Cascadia and restore balance to the environment.
Music plays an essential role in the series, with each episode featuring a new track written by Alice. Music is essential to how Alice connects with her powers, and it serves as a powerful tool to communicate with the audience, amplifying the emotional depth of each episode while drawing viewers into Alice’s journey.
How did all the partners involved in the show come together?
KLB: About 18 months ago, the Armenian company MDC asked me to consult on a new animated series they had in development. They shared the initial treatment, pilot script, and visuals, and I was immediately hooked. I loved everything about Alice—her talent, her resilience, her insecurities, and her imperfections make her very believable and relatable. The show’s themes of self-discovery, girl power, and environmentalism really resonated with me.
I was very impressed with the creative team’s work—they are such fresh and imaginative storytellers. But they are also young and from a small region that doesn’t have much experience creating animation for international viewership.
I’ve always had a passion for mentoring young storytellers and artists, and I’ve had a long and successful track record creating content for the global market. So, I was delighted to be asked to join Black Moth as the story editor and creative producer. I love working with this talented team, and I can’t wait for viewers around the world to discover our show.
AS: As for me, I joined the project after the development phase was completed, with the pilot episode ready and the scripts for the first season already written. After leaving ZeptoLab, I was eager to apply my expertise in managing and developing animation brands to new projects. The idea to launch our new company, Siesta Entertainment, came from this passion, and when I was introduced to the Black Moth team, I instantly fell in love with the project and the people behind it. Together, we decided to partner around Black Moth and officially launch Siesta Entertainment.
How important is the environmental messaging in this show?
KLB: The environmental messaging in Black Moth is absolutely central to the show, but we don’t want to preach to kids. Our goal is to make eco-consciousness feel natural—something that just fits into their world. Through the thrilling adventures of Alice and her friends, we aim to inspire kids to become eco-heroes in their own right. The show makes environmental issues relatable and engaging, with eco-powers, epic battles to save nature, and a world that mirrors the real-life environmental challenges we face. It’s about empowering young viewers to see that even small actions can have a huge impact, all while keeping them entertained with fun, dynamic characters and jaw-dropping adventures. We want kids to finish each episode feeling like they’re ready to change the world.
What audience/demographic are you aiming to reach with Black Moth?
KLB: With Black Moth, we’re aiming to reach an audience aged seven and up, with a core focus on kids aged nine to 12. This age group is adventurous, curious, and starting to shape their own values, making them ideal for the show’s mix of eco-fantasy and personal empowerment themes. The series is crafted to connect profoundly with this audience through relatable characters, dynamic storylines, and a unique musical experience that enhances each episode. Music is not just an accompaniment but a vital part of the storytelling, designed to communicate directly with our viewers, resonating with their emotions and experiences. While the core audience is ages nine to 12, the show’s music-driven narrative also appeals broadly to families and younger viewers, delivering engaging and meaningful content for everyone.
What makes this show appealing to an international audience?
KLB: Black Moth has universal appeal because its core themes—environmental awareness, empowerment, and the challenges of growing up—are globally relevant. The show presents these important ideas in a way that’s fun and accessible for kids everywhere, using relatable characters and exciting adventures to bring them to life. The eco-fantasy genre gives it a unique twist, while its diverse cast of characters ensures that children from different cultures can see themselves reflected in the story. Additionally, the integration of music, technology, and digital influencers taps into global trends that kids around the world are already engaging with. This combination of dynamic storytelling, relevant themes, and modern cultural touchpoints makes Black Moth resonate with an international audience.
What has the industry’s reaction been to this project so far?
AS: The industry’s reaction to Black Moth has been very promising. We’ve already presented the project to some broadcasters, platforms, merchandising partners, and publishing companies, and we’ve had productive discussions around potential gaming developments. While we recognise that the current market can be tough for new IPs, Black Moth has garnered confirmed interest for acquisitions, driving active engagement for further production.
We understand the challenges of launching a new IP in today’s business environment, but the positive response from industry partners has been incredibly encouraging. The confirmed interest in acquisitions puts us in a strong position to develop a transmedia strategy for the project and expand its commercial potential.
What are your thoughts on the importance of diversity in animation production?
AS: Regarding animation in general, we often hear about how crucial diversity is in animation, but for me, it’s like stating the obvious—like saying cars need wheels. It’s sad that we still have to emphasise it when it should be a natural and vital part of any production. Diversity shouldn’t feel forced or added because it ‘has to be.’ It should flow naturally, ensuring all kids see themselves reflected in the stories they watch, no matter their background, culture, or experience. That’s what should be at the heart of any production for young audiences.
How does Black Moth fit into the content strategy of your new company?
AS: At Siesta Entertainment, we are committed to developing content that can live and grow across multiple platforms—whether that’s TV, streaming services, publishing, or even gaming. Black Moth is designed with a transmedia approach in mind, meaning its story doesn’t just stop with the episodes. We are building a world that can expand through additional content, such as music, digital influencer tie-ins, and interactive experiences. This project sets the tone for what we want to achieve as a company—engaging audiences with meaningful, innovative content while managing brands that can evolve and thrive across various media channels.
What is your strategy for platforms such as YouTube and TikTok?
AS: For YouTube, we’re rolling out a dynamic content strategy that goes far beyond just episode clips. Expect everything from shorts to behind-the-scenes features, music videos, and even fun karaoke-style content.
We’re turning Alice, our lead character, into a digital influencer with content like music challenges, eco-positive tips, and exciting story moments designed to resonate with TikTok’s fast-paced format. The plan is to create a vibrant digital presence for Black Moth across platforms like TikTok, Instagram, YouTube Shorts, and Snapchat.
Roblox plays a huge role in our strategy too. We need to meet our audience where they already are, creating experiences within the game world that bring the Black Moth universe to life in ways that are interactive and exciting.
What other projects and initiatives does your new company have in the pipeline?
AS: At Siesta Entertainment, we’re actively searching for new projects to add to our catalogue, focusing primarily on animation for 3+ audiences. It’s crucial for us to work with projects that have transmedia potential, allowing them to expand across multiple platforms such as film, social media, games, and more.
We’re especially interested in projects that are looking to close part of their financial gap and are eager to collaborate with creators who need support in taking their ideas to the next level. We also want to work with IPs that haven’t yet been distributed on animation platforms—projects originating from books, games, or other non-animation mediums that are ready to expand into the animated world.
