Social-first marketing and talent representation agency Viral Nation and Emmy Award-winning FORTÉ Entertainment, have partnered with TikTok sensation Jools LeBron to develop docu-series Beyond Demure. The partners said the project will blend “real-time internet virality with an emotionally resonant, long-form narrative”.
After an emotional TikTok moment at her day job went viral, LeBron captured the internet’s attention. Beyond Demure goes beyond the “very demure, very mindful” meme to reveal the woman behind it: a transgender trailblazer whose wit and honesty have inspired millions. The series follows LeBron’s pursuit of lasting fulfilment from personal milestones like funding her transition, to collaborations with Netflix, Verizon, and PopSockets. According to Viral Nation and FORTÉ it is “a story of transformation, joy, and how one viral moment became a springboard to a life lived out loud”.
“Being demure is about owning who I am and living my truth unapologetically,” said Lebron. “Social media gave me a voice to tell my story, and Beyond Demure is about how it helped me find my true self while inspiring others to do the same.”
“At Viral Nation, we’ve always believed in the power of creators—and Jools is a cultural force,” said Paul Telner, head of programming, Viral Nation. “Her story is proof that the internet can do more than entertain, it can elevate and empower. Beyond Demure is the positive social media story we need.”
Beyond Demure is the latest addition to a growing slate of creator-first content from FORTÉ Entertainment. The company is expanding its slate with projects that centre around cultural disruptors, boundary-pushers, and transformational narratives.
“At FORTÉ, we’ve always believed the most powerful stories are the ones that live at the edge of culture, where change is happening in real time,” said co-founders Andrea and Mitch Gabourie. “Jools is a generational talent, and Beyond Demure is exactly the kind of creator-driven series we believe audiences and platforms are hungry for.”
Viral Nation is a leader in social media innovation, uniting marketing services, proprietary tech, and creator representation. It works with brands like e.l.f. Cosmetics, Audible, A24, MGM Resorts International, Microsoft, Tencent, Zillow, and Walmart.
Jools Lebron/Photo Credit: Michael Izquierdo
