Wonder Project's Creator Circle: A New Approach to Audience Engagement

Wonder Project, an independent production company founded by filmmaker Jon Erwin and former Netflix and YouTube executive Kelly Merryman Hoogstraten, has launched an innovative initiative known as the Creator Circle. This program aims to enhance viewership and audience understanding for its television series and films by collaborating with social media creators. The initiative began last year with a select group of eight creators who were engaged to promote shows like Amazon Prime Video’s “House of David” and the upcoming family drama “It’s Not Like That,” set to premiere on January 25.

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The Creator Circle provides its members with exclusive access to Wonder Project's content, including early screeners and set visits. This access allows creators to produce tailored social media content that resonates with their audiences. The initiative has proven effective, generating 3.5 million impressions for the “House of David” Season 2 trailer prior to its October 5 debut. Wonder Project plans to continue this model, launching a new cohort of creators annually to maintain fresh engagement strategies.

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The inaugural group of creators includes:

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• Allie Schnacky (@allieschnacky)

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• Chaz Smith (@chazsmith)

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• Chelsea Hurst (@chelseakayhurst)

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• Eric Jeng (@ericj3ng)

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• Joe Navarro (@joechristianguy)

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• Keropi Sanchez (@keropisanchez)

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• Rohn Starling (@rohnstarling)

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• Taylor Ransom (@realtaylorransom)

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These creators collectively boast a following of 19 million across various platforms, enhancing the reach of Wonder Project's marketing efforts.

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Kelly Merryman Hoogstraten emphasized the importance of community in storytelling, stating, “Our audience craves community — both online and in living rooms. These creators have already built that community through authentic storytelling that resonates deeply.” Chelsea Hurst, one of the creators, expressed enthusiasm for the collaboration, noting, “For years, I’ve wanted to link with similar minds and create together... Wonder Project has given me a seat at the table to have real conversations to discuss the viewing experience.”

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While the Creator Circle has received positive feedback, there may be concerns regarding the commercialization of creator content and the potential dilution of authentic storytelling. Critics might argue that partnerships with creators could prioritize marketing over genuine narrative development.

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Wonder Project plans to open applications for the 2026 Creator Circle this summer, indicating a commitment to expanding its creator partnerships and continuing to leverage social media for audience engagement.

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• “Our audience craves community — both online and in living rooms. These creators have already built that community through authentic storytelling that resonates deeply,” — Kelly Merryman Hoogstraten, CEO of Wonder Project

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• “I’m so pumped to work on creative projects alongside creators that have vision, drive, and purpose together,” — Chelsea Hurst, Creator

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Wonder Project's Creator Circle represents a strategic shift in how media brands engage with audiences, blending traditional storytelling with modern social media dynamics.

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