Jamie Oliver has partnered with family safety app Life360 on a shortform comedy series for YouTube, Instagram and TikTok.
Finding Jamie While He’s Finding Himself follows a fictionalised Oliver as he abandons the kitchen during a midlife crisis and experiments with wellness and spiritual trends including regression therapy, flotation tanks and a woodland cult.
His wife Jools, son Buddy and family dog Conker appear alongside him, while comedian Will Hislop plays Oliver’s inept life coach. Life360’s location-sharing technology is incorporated into the story as Oliver’s family track his movements during his attempts at self-discovery.
The series launches a year-long partnership between Oliver and Life360. The collaboration draws on the Oliver family’s existing use of the app, which helps families share their locations and manage household logistics.
Created and produced by Baby Teeth, the vertical series was directed by Stath Lets Flats and Ghosts director Tom Kingsley. It is the first project to emerge from Baby Teeth’s role as creative and strategic partner to the Jamie Oliver Group, which is developing new formats, intellectual property and brand-funded content for digital platforms.
Media agency The Ninety-Niners is handling the campaign’s strategy, planning and buying, working with MFM to distribute it across the UK, Canada and Australia.
