Creme Digital and Reservoir Productions to launch TikTok drama for brand storytelling

TikTok dramas may have started as a viral trend in China, but digital agency Creme Digital and production house Reservoir Productions are ready to help Malaysia stake its claim in the fast-growing format. The two companies are pushing the boundaries of brand storytelling, blending entertainment and marketing in ways that feel authentic, local, and cinematic.

In China, short-form “micro-dramas” on Douyin (TikTok’s mainland counterpart) have become a cultural phenomenon, amassing hundreds of millions of views and proving highly effective for brands through subtle, organic integrations. The market value of China’s micro-drama industry has also grown rapidly from US$5 billion in 2023 to a projected US$9.5 billion in 2025, and is expected to reach US$14 billion by 2027.

Closer to home, Malaysia’s TikTok user base has surged to 28.7 million adults, with most spending over 39 hours a month on the app, underscoring its potential as a storytelling and brand-building platform.

The partnership between Creme Digital and Reservoir Productions aims to capture that same magic locally, showcasing what Malaysian creators can deliver on the global stage. “We want to showcase what Malaysia can deliver in premium content creation,” said Erik Moltgen, project director at Creme Digital.

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“By working with Reservoir Productions and having experienced director Sabrina Wong lead the creative, we’re aiming for production values and storytelling that can rival Korean or Chinese dramas, but rooted in a uniquely Malaysian context," he added.

Beyond entertainment, the project reflects a shift in how brands connect with audiences amid shrinking attention spans and declining returns on ad spend. The TikTok drama format provides a fresh opportunity to rebuild emotional resonance through immersive, story-led brand placements. “It’s about building real connections with audiences,” Moltgen explained. “The gap between great and bad brand integrations in a drama is huge, but shouldn’t break the fourth wall. It has to be authentic, relevant, and meaningful to the story.”

The upcoming series will be structured as a full-fledged drama, with brands and products artfully woven into the narrative instead of being promoted through overt advertising. According to Moltgen, the project is also an invitation for brands eager to explore narrative-led marketing that shapes culture rather than just selling products. “When we create characters who are relatable and aspirational, we’re building trust. That trust can extend to the brands those characters use, but it breaks the moment they turn into salespeople. Authenticity remains king at all times,” he said.

By merging cinematic storytelling with data-driven performance, Creme Digital and Reservoir Productions are combining their strengths in creative strategy and content execution to set a new standard for branded storytelling in Malaysia.

Brands in Malaysia are quickly joining the micro-drama wave, racing to carve out their place in this fast-rising storytelling format. Recently, Spritzer unveiled its first-ever mini-drama series starring its newest brand ambassador, actress Anna Jobling. The debut episode, Bukan Salahku, follows Anna as she becomes entangled in accusations of having an affair with her sister’s husband. Packed with emotional twists and turns, the series keeps viewers guessing who is truly at fault. Throughout the drama, Spritzer Sparkling features subtly in every scene — a calming presence that doubles as a healthier alternative to sugary drinks and a quiet reminder of self-care amid the chaos.

Beiersdorf Malaysia has also been exploring the power of micro-dramas as a branded content tool for NIVEA. According to Wailun Cheong, Beiersdorf’s head of marketing for Malaysia and Singapore, the move was driven not merely by digital trends but by the potential of authentic, story-driven connections. NIVEA’s experiments have taken shape through two festive campaigns — bite-sized narratives capturing culturally familiar moments while weaving NIVEA products seamlessly into each episode’s storyline.

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