Prime VideoRoasted Academy
Creator Campaign
To introduce Gen Z to the concept of roasting, Prime Video launched a social-first campaign around the Danish series Roasted: Verdens Sjoveste Ferie. Because roasting isn’t something Gen Z grew up with, the campaign translated the show into native TikTok content. Turning the humor and competition of the series into an entertaining format designed for a younger audience.
Client
Prime Video
Agency
team5pm
Teaching Gen Zthe art of the roast.
To bring the concept to life, the campaign partnered with some of Denmark’s biggest Gen Z creators. Across seven TikTok episodes, influencers attended Roasted Academy, where they were trained in the art of roasting before facing their final challenge: roasting each other in front of the camera.
A long-form series on TikTok.
Instead of relying on typical short-form clips, the campaign experimented with longer episodic storytelling on TikTok. Each episode ran over three minutes, following the influencers through classes, challenges and final “exam” moments. This created a format closer to a mini-series than traditional TikTok content, encouraging viewers to keep watching and return for the next episode.
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