Ad-strivers wanted: FLEX opens casting call for brand ‘cast members’

FLEX, the Bondi-based micro-reality series riding the global micro-drama wave, is turning the traditional sponsorship model on its head, opening a casting call for brands to become part of the show itself.

Currently streaming across 9Now, TikTok and Instagram, the series follows a group of young Bondi “strivers” navigating a hyper-visible world where fitness, status and self-promotion collide. Now, producers are looking to extend that dynamic to advertisers.

Rather than standard sponsorship or product placement, FLEX is inviting a select group of brands to integrate directly into the narrative, effectively becoming characters within the series.

“We aren’t looking for sponsors; we are looking for cast members,” Ben Davies, founder of production company Ronde, said.

SEE MORE: Unilever behind reality TV format ‘The Afterglow’

The approach reflects the show’s broader positioning as a social-first format, built around short-form, daily episodes designed for platforms like TikTok and Instagram, alongside longer weekly cuts on 9Now.

It also taps into the rapid rise of micro-drama content globally, particularly in China and the US, where snackable, episodic storytelling is reshaping how audiences engage with entertainment. For brands, the opportunity comes with a clear caveat.

“We want brands with a specific attitude," Davies said. "Those bold, fit and confident enough to survive the scrutiny of the Bondi spotlight.” 

The move also continues a shift in how entertainment formats are approaching commercial partnerships, moving beyond passive placement toward deeper, story-led integration.

That shift is already playing out across the market. Unilever has pushed further into entertainment with The Afterglow, a social-first reality dating series built for TikTok, Instagram and YouTube Shorts, where product is woven into the format rather than bolted on as an ad.

Nine has also found success embedding brands directly into key moments of shows like Married at First Sight, with advertisers such as Chemist Warehouse integrated into the narrative at peak drama points.

The common thread is clear: brands are no longer just funding content, they’re becoming part of it.