While Shaftesbury boasts a rapidly expanding roster of primetime TV series, the Toronto prodco isn’t losing sight of its digital content slate.

A new branded-content series, Turning the Tables (9 x 5 minutes), sees Shaftesbury partnering with hair colour and styling brand göt2b. The coming-of-age story is set in the world of electronic dance music (EDM) and stars emerging artists Lanie McAuley and Donna Benedicto.

göt2b, which is owned by Germany-based consumer goods company Henkel, joins a growing list of brands that have partnered with Shaftesbury in order to engage consumers through the medium of scripted entertainment. Henkel’s U.S. marketing director of hair products, Manuela Emmrich, noted the partnership will allow it “to enhance [its] digital acceleration efforts and connect with consumers in a new way.”

Other recent branded-content series from Shaftesbury include digital docuseries Futurithmic with Nokia and Upstairs Amy with Walmart and Interac. For göt2b, the scripted series is part of a 14-week campaign strategy that will also include extensive secondary and social content, brand spots with the cast of the series and an EDM artist influencer promotional program.

The first two episodes of Turning the Tables launched Wednesday (May 29) on YouTube, with the remaining seven episodes set to premiere at a later date.

The show is executive produced by göt2b, Christina Jennings, Scott Garvie, and Kaaren Whitney-Vernon. It was created by Shaftesbury’s director of content strategy and branded entertainment Tal Riff, Mark Bernardi, Jax Smith and Liz Levine, with the latter two also serving as directors. Turning the Tables was written by Smith, Levine and Raziel Reid.

The announcement comes as Shaftesbury’s slate of scripted projects grows with a pair of recent greenlights. CBC on Wednesday revealed it has commissioned a Canada/New Zealand copro, The Sounds. The new show joins Murdoch Mysteries and Frankie Drake Mysteries on the pubcaster’s primetime schedule. In addition, another copro, Departure (Canada/U.K.) will debut on Global in midseason 2020, while Rogers has a pair of Shaftesbury series – the newly commissioned Ireland/Canada copro Dead Still and the procedural Hudson & Rex, which was recently greenlit for a second season.