- The "Paul American" director used a "hybrid" approach that shows the blurring lines in Hollywood.
- Influencer-fronted reality shows date back a decade, but there's new momentum.
- "They're pretty down to bear it all," one executive producer said of Jake and Logan Paul.
Jake and Logan Paul were making a reality show before production even began on "Paul American," their eight-episode Max series debuting on March 27.
Both brothers have full-time videographers filming them around the clock, "Paul American" director Michael John Warren told Business Insider. Parts of episode one take place before the show was even sold. In the series, you see them pitching it to network execs, with Jake likening it to the "testosterone Kardashians."
"I'm so sure that no show's been made like this before," said Warren, who described a "hybrid" approach to patching together all of the footage — from the guys, their socials, and his own — in a way that felt seamless.
That fusion epitomizes the blurring lines between creator content and premium TV. Influencers are increasingly encroaching on Hollywood's turf as YouTube videos become more polished and consumption shifts to living rooms.
"It's definitely a bridge to some part of the future," Warren said of "Paul American."
Influencer-fronted reality shows date almost a decade to Netflix's "Chasing Cameron." But there's fresh momentum now thanks to the Amazon Prime smash "Beast Games" and Jake Paul's record-breaking fight on Netflix against Mike Tyson. Netflix also continues to mine YouTube for kids' programming.
"We see the unscripted landscape changing," said Sarina Roma, an EP on "Paul American" and EVP of originals at Boardwalk Pictures. She said influencers make prime subjects, but the traditional production process is lengthier and can add different scrutiny and depth than creators might apply to themselves.
"There's something surprising about watching people that you're used to seeing in a new light and at the hands of different people telling those stories," she said.
Max picked up the show before shooting wrapped and episodes were assembled, and collaborated with the brothers and Boardwalk Pictures to go beyond their social-media personas and glimpse the complex family dynamics.
A yearlong 'whirlwind'
The idea for a family reality show was born after Jake Paul's episode of "Untold" on Netflix. The director, Andrew Renzi, heads the production company North of Now, which worked with the family to develop the concept.
Warren described the production process as a yearlong "whirlwind," racing to document events that were being posted to social media in real time. One way to bridge the gap? The brothers agreed to reserve moments exclusively for the show.
Some challenges: Dealing with the brothers' combative personalities, and the fact that they had a lot of opinions about what should and shouldn't be included.
Past reality shows starring influencers have been a mixed bag. Netflix aired only one season of "Hype House," while Hulu has had more success with "The D'Amelio Show" and "The Secret Lives of Mormon Wives," whose second season premieres in May.
But the Paul brothers are a unique breed in not only leading extravagant lives but embracing interpersonal conflict. From traversing the globe in private jets to fights in the WWE and boxing rings, each brother easily has enough intrigue to fill their own show.
"We're not making them say, 'Hey guys, let's have a pool party and then you can finally have that fight with your mom about that thing,'" Warren said. "We are just grabbing onto them and holding on as tight as we can and rolling."
The supporting characters can be just as compelling. Jake's girlfriend is the Olympics-bound Dutch speed skater Jutta Leerdam, and Logan's fiancée, the model Nina Agdal, is contending with doing a reality show while expecting their first child.
Mom Pam is a peacemaker, while dad Greg is a foul-mouthed scene-stealer who the brothers say insulted a network exec during one of their pitches.
"Love him or hate him, he's a star," Roma said.
The show also doesn't shy away from sensitive subjects, including discussions about transgender athletes and cancel culture.
"They're pretty down to bear it all," Roma said.
For his part, Warren believes the show signals more opportunities for digital creators on the big screen.
"Feel however you feel about influencers and the internet and YouTube and TikTok," he said, "but if you're an executive who's not paying attention to that, good luck."
And the brothers' massive social presence has paved the way for novel marketing opportunities, said Pia Barlow, the EVP of global originals and multicultural marketing at HBO and Max — including an announcement stunt that many perceived as a long-awaited boxing match between the brothers.
"The announcement was just the beginning," Barlow said.
