Fashion meets sitcom in AllSaints’ latest creator-led project.
AllSaints has teamed up with digital creator and filmmaker Matt Baillie for a new creator-led social series, The Gatekeepers, which premiered on Instagram yesterday.
Catch Episode 1 Here. New episodes drop daily.
Billed as a “sitcom in leather and lies,” the five-part mini-series blends storytelling, comedy, and fashion. Across five consecutive days, Baillie will release daily episodes following five brothers (all portrayed by him) as they try to uncover who has leaked the family secret behind their signature leather jackets.
The plot twists see suspicion fall on Einstein, the not-so-bright sibling, before viewers discover the real traitor is the younger brother who has been selling secrets all along. Each episode drops subtle clues – from poker card tricks to passing remarks – culminating in a cinematic finale.
What makes this partnership stand out is its approach to branded content. Rather than a typical campaign, AllSaints has leaned into Baillie’s world-building, character-driven style, helping to create a narrative that feels more like a sitcom than a fashion ad. The series was filmed on a bespoke set in Baillie’s studio with a full crew, but remains firmly creator-led, with Baillie writing, directing, producing, and starring in the project.
We wanted to work with Matt on The Gatekeepers not only because of his impressively unique content, but his sense of style, humour and connection to his work. At AllSaints, we pride ourselves on our iconic leather pieces of course, but also being in the business of feelings. Matt’s storytelling perfectly fits the bill.
– Catherine Jobling, COO of AllSaints
Chloe Gibbions, Matt’s Talent Manager and Founder of Ours Agency, added:
Facilitating this campaign with Matt and AllSaints has been hugely exciting. When Matt came to me with the idea to pitch a full scale production so he could create a sit-com, I knew we had to make this happen. AllSaints have been so supportive and enthusiastic throughout the process, giving Matt full trust and autonomy on creating this world. Matts level of commitment to his craft is nothing short of outstanding, it’s a complete privilege to work with someone so dedicated and ambitious in everything he does, and the results speak for themselves. The Gatekeeper’s has completely pushed the boundaries of what it means to be a creator on social media, and Matt raises the bar with every project.
The collaboration reflects a growing trend of brands experimenting with narrative-driven campaigns, using creators not just as faces of a product but as creative partners in developing original IP. For Baillie, who has built a reputation for bold, cinematic content, the series demonstrates how creators can push the boundaries of what branded partnerships look like.
