Atomic London has launched an entertainment offspring, Atomic Studios, with the mission of embedding brands within culture through entertainment. It is led by Nick Fox, chairman of Atomic London, and brings together expertise from TV production, distribution, advertising and social, to enable brands to develop, co-create or sponsor the most compelling long form stories.
Its first project to go live is a new YouTube series with TikTok star Destiny Harold, aka Chip Shop Diva, at the helm. The series was developed in partnership with Cowshed Ventures.
In the new series, Chippy Chat, Destiny puts celebrity guests to work behind the counter, in a light-hearted talk-show format. The first episode features music artist and presenter, Professor Green, seeing if he can cut it working in a traditional fish and chip shop, while sharing stories and insights into his forthcoming music and personal life.
Chip Shop Diva has taken TikTok by storm, with her videos serving the classic British dish of fish and chips generating over 100 million views. Her strong reach and engagement have not gone unnoticed by brands, with collaborations including Burger King, Rimmel, ASDA and Adidas.
Chip Shop Diva commented, “I am so excited to bring the Chippy Chat talk-show format to my fan base and to start my first YouTube show with Professor Green. With lots more celebrity guests lined up for their first shift in the chippy, we’ll have to see if they’ve got what it takes.”
The format is produced by Cowshed’s production arm, Cowshed Studios in collaboration with Atomic Studios and talent management firm, Talent & Brands, which is also part of Atomic London.
Atomic Studios follows Atomic London’s launch of social creator agency, Supernova, in September 2023 and creative healthcare agency, Atomic Matter, in May 2024.
Nick Fox, chairman of Atomic London and Atomic Studios, commented, “The launch of Atomic Studios marks an exciting new chapter in our mission to transform marketing from being interruptive to entertaining, where brands can be at the heart of popular culture, rather than trying to catch up with it. We’re thrilled to kick things off with Chippy Chat, created with our partners at Cowshed – an engaging format which offers brands an entertainment-first approach to marketing, with access to top talent.”
George Cowin, Cowshed Collective’s co-founder and co-CEO, added, “Chippy Chat takes Destiny to YouTube in a fresh format that seeks to reach audiences across all platforms. We’re happy to be collaborating with Atomic as forward-thinking leaders in the brand entertainment space.”
The format was devised by Cowshed’s head of development, Nathan Turnbull. Its creative producer is Kwame Bawuah. The deal was brokered by Luci Sanan.
