Chef Jamie Oliver plays himself in social microseries comedy created by Baby Teeth

Finding Jamie While He’s Finding Himself was made in partnership with Life360

Celebrity chef Jamie Oliver has turned his hand to the microseries format by releasing a comedy on YouTube, Instagram and TikTok directed by Tom Kingsley (Stath Lets Flats, Ghosts).

The first episode of Finding Jamie While He’s Finding Himself launched this week, with Oliver, his wife Jools, son Buddy and family dog Conker playing themselves in the shortform series.

Made in partnership with family location safety app Life360, it also stars actor and comedian Will Hislop, who plays Oliver’s fictionalised life coach.

The first two-minute episode sees Oliver, experiencing an existential crisis, undergo past-life therapy to find inspiration, which results in him hallucinating giant frog chefs.

The series is created and produced by creative agency Baby Teeth, which was founded last year by execs including Lynsey Atkin, former executive creative director of Channel 4’s in-house creative agency.

Oliver, who has 6.2 million subscribers on YouTube alone, is the founder of The Jamie Oliver Group, which hired Baby Teeth as its creative and strategic partner earlier this year to push the brand into new areas online.

Microdrama is emerging as a favoured format by brands to reach audiences beyond traditional TV advertising, with US fashion designer Marc Jacobs recently launching a brand-focused series called The Swap, starring Rowan Blanchard (Crush) and Jemima Kirke (Girls).

UK retailer Co-op Food launched a four-part comedy microseries social campaign in late July, created with Carat UK and Platform Media and starring comedian Jake Bhardwaj. Pop to Co-op’s mini episodes have been distributed across TikTok, Instagram, Facebook and YouTube Shorts.