The Duplass Brothers – Mark and Jay, will be leading the production through their production venture company Donut.

Snap and NBC have partnered earlier before in unscripted TV music series ‘’The Voice”, and daily news show "Stay Tuned".

The planned scripted content Snap has explained will be in short form, just appropriate for the platform and her audience.

The content will be shot and presented in vertical video format, too, something that Mark Duplass called a “terrifying and thrilling creative challenge” in an emailed statement.

NBCU and Snap will formalize their partnership with a joint venture, in the form of a new digital content studio based in Santa Monica. The studio will be led by Lauren Anderson, an NBC Entertainment exec who comes on as Chief Content Officer. The venture will be shared equally in terms of equity between Snap and NBCU.