Fremantle has struck a content partnership with Viral Nation, a global leader in social media innovation, to develop a slate of creator-led social-first formats. 

The partnership, led by Fremantle label Beach House Pictures, is designed to build IP that sits natively in the creator ecosystem while leveraging Fremantle’s global production and distribution infrastructure. Collaborating on new creator-led entertainment, it will harness Viral Nation’s creator network to open opportunities for its talent roster to engage with premium IP and global distribution.

Beach House Pictures has a number of projects already in development, spanning unscripted formats and genre hybrids aimed at YouTube audiences and direct-to-audience vertical platforms, including social star-making competition “Model Creator”, and innovative true-crime series “Cr1me C0de”, both announced today.

Model Creator (MxC)
A new modeling format built around creativity, influence, and individuality, Model Creator (MxC) redefines what it means to be a model today. Developed in partnership with Ford Models, one of the world’s most storied and globally respected agencies, the series spotlights authenticity, storytelling, and self-expression across digital and fashion platforms.

Set in New York, the series merges the prestige of high fashion with the reach of creator culture. Contestants will compete in creative challenges led by mentors from Ford’s international network, with the winner earning representation with Ford Models and Viral Nation.

Cr1me C0de
Cr1me C0de is a groundbreaking new format and a digital-first true-crime series for YouTube, rooted in access to real cases from around the world and fueled by AI. From deep dives into unsolved mysteries with wild theories, to obscure but shocking cases with many twists. Viral Nation is directly engaged on audience growth strategy, providing data-driven insights, SEO, and digital marketing support, while Fremantle brings global scale and its AI production toolkit to provide cutting edge creative solutions and accelerate production. Cr1me C0de is designed to evolve into a global destination for the future of true crime storytelling.

The announcement follows Fremantle’s recent success in creator-led global entertainment titles, including Sidemen Supermarket Sweep with hugely popular YouTube collective The Sidemen, as well as the launch of new comedy format Knockout Champs from Fremantle Netherlands label De Stroom Media, which was co-created with digital-first talent and broke records in the Netherlands.

Donovan Chan, Co-Founder and Creative Director at Beach House Pictures, said: “At Beach House Pictures, we’ve always believed in storytelling that pushes boundaries, and the creator economy is one of the most exciting frontiers today. Our partnership with Viral Nation signals the start of a collaboration all about empowering new voices, new stories, and new ways of connecting with global audiences. Developing several trailblazing new projects together, like Model Creator and Cr1me C0de, we’re taking some of the most popular themes for young audiences today and actively building them from within creator culture.”

Danny Rowlands, SVP Global Development at Fremantle, said: “Fremantle has always been at the forefront of global format innovation and partnering with Viral Nation gives us a social-first lens on understanding, creative development and audience engagement. Digital creators are fast becoming today’s cultural drivers – shaping tastes, trends, and conversations across platforms. This collaboration is the latest step in bringing together Fremantle’s legacy of world-class formats with the immediacy and authenticity of the creator ecosystem.” 

Paul Telner, Head of Programming at Viral Nation, said: “The most exciting formats today are born from the creator community. They set the tone for what audiences care about and how they connect. Fremantle shares our belief that creators belong at the center of entertainment, and together we can develop shows that are relevant, fearless, and built for the platforms where culture is happening.”

Décio Restelli Ribeiro, President of Ford Models, said: “At Ford, our purpose has always been to empower exceptional individuals — not just as models, but as storytellers and entrepreneurs. Model Creator embodies that vision. It reflects how today’s generation merges creativity, influence, and individuality to shape culture in real time. This partnership allows us to celebrate that evolution and expand what representation means in the modern era.”