YouTube is attracting more professionally produced episodic entertainment from talent-founded production companies, and global brands are turning to the platform to develop original series for digital audiences.

Host, writer and producer Amelia Dimoldenberg’s creative studio, Dimz Inc., and Formula 1 return for a second season of the original YouTube series Passenger Princess, premiering July 22.

After generating more than 289 million views in its debut season, Passenger Princess returns with six new episodes following Dimoldenberg as she learns to drive alongside Charles Leclerc, Franco Colapinto, Valtteri Bottas, Gabriel Bortoleto, Kimi Antonelli and Alex Albon. Filmed during the Spanish and Austrian Grands Prix weekends, new episodes premiere weekly through July and August.

The creation of Passenger Princess demonstrates how Dimz Inc. approaches original programming. Dimoldenberg said to me in an email, "My team and I are always striving to develop projects that differ from what already exists; we like to say we are 'allergic to being generic.'"

Dimoldenberg said successful brand collaborations depend on maintaining creative freedom, adding that "brands/clients have to grant that creative freedom."

Instead of........

© Forbes