Brands are increasingly leaning into the micro-drama format, with Procter & Gamble’s Native launching a 50-part soap-style series, Maybelline testing holiday-driven episodic storytelling tied to Netflix talent, and companies like Nine, Samsung, and Unilever investing in “micro-realities” as marketers shift toward entertainment-led, mobile-first content designed for social platforms.
Building on this broader movement, Marc Jacobs is elevating the format with a luxury take through a new social series, “The Scene,” starring I Love LA actor Rachel Sennott, according to a press release. Written by Sennott herself, the story follows her character racing through New York City in a frantic attempt to secure an invitation to the Met Gala. Along the way, the narrative nods to viral social formats like the interview series Subway Takes and includes cameos from Francesca Scorsese, Morgan Maher, True Whitaker, and Sandra Bernhard. At the center of the campaign is the Scene Bag from Marc Jacobs’ pre-fall 2026 collection, which appears throughout the storyline as Sennott’s constant companion. The brand says this marks the first installment in an ongoing micro-drama series aligned with its broader push into branded entertainment.
Marc Jacobs debuts slouchy Scene Bag with campaign featuring Rachel Sennott
The series leans into the rising popularity of micro-dramas—short, mobile-first episodic stories that blend soap-like storytelling with social media aesthetics. In “The Scene,” Sennott navigates a chaotic New York day, including awkward encounters with cultural figures and surreal moments like a run-in involving a rat puppet. Her frantic pursuit of Anna Wintour ultimately proves futile when she discovers she missed a Met Gala invitation that had slipped under her apartment door before she left. Throughout the episodes, the Scene Bag is heavily featured, including POV shots from inside the accessory itself. Marc Jacobs says future installments will continue episodically, exploring themes of visibility, desire, and the idea that “everyone is seeking to be seen.” The campaign follows previous Marc Jacobs entertainment-led activations, including last year’s pre-fall “Staycation” collaboration with Doja Cat.