The Intern is InStyle’s breakout social franchise: an improvised, mockumentary-style episodic series that blurs the line between fashion, comedy, and pure, delightful chaos. Built for TikTok and Instagram, the idea was to prove that entertainment from a media brand can be as funny, fast-paced, and culturally tapped-in as anything on TV, because this is TV for Gen Z.
With real InStyle editors and buzzy creators (including Micky Gordon, Connor Wood, Ken Eurich, Davis Burleson, Grant Gibbs, and Ashley Gill) playing heightened versions of themselves, The Intern transforms the office into a stage where over-the-top interns navigate day-to-day tasks with zero script and maximum personality. The objective was to create a highly entertaining, episodic series that felt native to social platforms, invited audiences into the brand in an unexpected way, and positioned InStyle as a destination not just for fashion and culture, but for original entertainment.
From the start, the goals were clear: build a repeatable franchise designed for discovery; reach new, younger audiences—especially Gen Z; drive meaningful engagement rather than passive views; and create a format that brands and creators actually wanted to be part of. The series also set out to challenge traditional media expectations by embracing improvisation, breaking the fourth wall, and leaning into humor that feels self-aware, chaotic, and distinctly online. Ultimately, The Intern aimed to redefine what a legacy media brand can create on social—and what audiences will show up for.
The Intern was brought to life as an unscripted, episodic social series designed specifically for TikTok and Instagram. Episodes are shot in InStyle’s real office, with real editors and creators playing exaggerated versions of themselves. There are no scripts and no fixed outcomes; instead, the humor comes from improvisation, personality, and the unpredictable energy of the cast.
The execution intentionally blurs the line between workplace comedy and social-first storytelling. Day-to-day editorial tasks become comedic storylines, while the office itself becomes a recurring character. Across six seasons (with more in production), the format has remained flexible, allowing character arcs to evolve organically and giving creators space to bring their own audiences into the InStyle ecosystem.
A key feature of the series is its openness to surprise. Cameo appearances from Drew Barrymore, Nick Jonas, Bravo’s Jessel Taank, and more are treated as part of the joke. You never know who’s going to show up in The Intern next.
Monetization was approached with the same creative sensibility that defines the show’s editorial voice. The Intern has had partnership support from sponsors including e.l.f. and Fossil, and never hides sponsorships. Instead, it winks at them in ways Gen Z actually enjoys. A standout example: the now-iconic “hi daddy Fossil” callout—complete with a cash register sound effect—in a Fossil-sponsored episode, where the ad becomes part of the punchline.
One of the biggest challenges was pushing past traditional media norms around polish, scripting, and brand safety. The team embraced chaos, trusted creators, and allowed the content to feel messy, fast, and real. That willingness to let go while still protecting the brand became the series’ biggest differentiator. The Intern has since been recognized by the Glossy Awards for best use of video and praised by outlets including The Wall Street Journal, Business of Fashion, AdAge, and Link in Bio.
The Intern has exceeded its original objectives and become a fan-favorite franchise that delivers on both reach and cultural impact and is a winning format for creators, partners, and brands. Across six seasons, the series has earned nearly 30 million total views, triple-digit engagement growth, and a loyal fanbase that spans creators, brands, and entertainment insiders. The most common refrain in the comments, “Shut up, my show is on,” speaks to its success as true episodic content that audiences actively anticipate.
The series has also become a powerful discovery engine for InStyle. Viewers regularly comment that they learned about the brand through The Intern, validating the goal of reaching new audiences. The viral Season 3 premiere hit 3 million views in 24 hours, with 99% of views coming from non-followers, and drove thousands of new TikTok followers.
From an industry perspective, The Intern has proven that a legacy media brand can create entertainment that feels native, funny, and culturally fluent on social platforms. It has attracted high-profile celebrity cameos, repeat brand partners, and critical praise, while maintaining an authentic voice that audiences trust. By redefining what modern media can look like and how audiences engage with it, The Intern is considered a clear success by both quantitative metrics and qualitative cultural resonance.
