LALA

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LALA

Projects

Kazakhstan has almost no high-quality vertical content for teens — content that is modern, relatable, light, and safe for a 12–18 audience.
The task: create a series that honestly reflects the everyday life of teenagers while remaining easy to watch, accessible, and emotionally safe.
The project is also designed to launch a new Artjaq direction — vertical social-media series open to brand partnerships and integrated storytelling.

Challenge

Information

Vertical series

Episodes: 30
Creative studio: Artjaq
Role: Concept, writing, production, strategy
Genre: Light teen drama / coming-of-age

Execution

Developed the core concept and world of the series.
Wrote a complete 30-episode vertical script tailored for TikTok/Instagram formats.
Set a strategic goal: integrate popular artists into episodes for reach expansion and cultural relevance.
Created the visual style, tone, story arcs, and overall narrative structure.

“LALA” is a light, relatable teen series about the everyday life of a modern schoolgirl: friends, crushes, awkward moments, pressure from others, small personal dramas, and the ongoing search for identity.

It’s not a heavy drama — the show touches on real issues, but does so gently, with humor, warmth, and situational storytelling that every teenager recognizes.

Lala unexpectedly develops a telekinetic ability — a metaphor for emotional overload. When feelings spike, the world literally “shifts.”
This adds a unique tone to the series: a mix of realism, light fantasy, and coming-of-age energy.

Idea

Why It Works

Vertical format → a perfect fit for TikTok and Reels algorithms.
Light, emotional storytelling → strong engagement from school-age audiences.
Artist integrations → organic growth, reposts from fanbases, viral potential.
Brand partnership opportunities → subtle narrative integrations that feel natural to the story.

The long-term strategy is to build Artjaq’s own line of vertical series as a new media platform for both major releases and brand collaborations.

Strategy

Teens want content that is relatable, not heavy — stories where they see themselves.
Vertical storytelling aligns with how young audiences naturally consume media.
Characters, humor, and a touch of magic create an emotional hook.
Cameos and integrations from well-known artists turn each episode into an event.

30 vertical episodes

Full visual identity & design system

Script structure & character arcs

Artist collaborations

Promo content for Instagram / TikTok

Content

Team

Go to projects

Creative Producer: Dulat Mukhametkaliev
Creator: Artjaq
Script Team: Artjaq Writers Room

ARTJAQ

We invent and shape events that become part of culture.