A PROPOSAL BY YAMi STUDiOS
LET’S BE FRiENDS
A content proposal for Friendly Fish. Berlin, November 2026.
THE PROBLEM
YOUR BRAND HAS A VOiCE. YOUR CONTENT DOESN’T.
- 240 TikToks. 220 Followers
- 5 different recurring faces since 2024
- No viral moments
WHY YAMi
WE’VE DONE THiS BEFORE.
JD Sports. Street formats in six European markets, in local language with local talent.
- Organic views
- +100M
- Views per video
- +700k
- 01
START
Q1 2025. First run. 22 videos in 5 markets.
- 03
SCALE
Six markets by the end of 2025. 103 videos that year.
- 04
COMMiT
2026: an annual partnership. 198 pieces a year.
Access code required.
STEP 02
FiND THE FORMATS
Three street formats became staples. Every run, every market.
- 1Guess the Price & Win
- 2What’s the Best
- 3Winner Stays
THE GOAL
BERLiN’S NEXT FOOD OBSESSiON.
- On everyone’s feed.
- Japanese street food? Friendly Fish.
- The first choice when hunger hits.
EiTHER
WE GO
CRAZY
OR WE
DON’T.
There’s no way of delivering a half‑ass product.
We want to go fucking crazy with this.
WHAT WE DO
THiS iS HOW WE ROLL
1SETUP
Creative direction. We develop the formats, cast the host and set the look.
Show me!
2PREMiUM FORMATS
4 videos a month. Higher effort. Recurring shows with a host.
Show me!
3EVERYDAY FORMATS
8 videos a month. Quick, street-level, easy to repeat.
Show me!
4ADD-ONS
An ambassador account, creator seeding, offline events.
Show me!
1
SETUP
Creative direction. We develop the formats, cast the host and set the look.
One-off, net. Creative direction, format development, casting the host.
Show me!2
PREMiUM FORMATS
4 videos a month. Higher effort. Recurring shows with a host.
Show me!
3
EVERYDAY FORMATS
8 videos a month. Quick, street-level, easy to repeat.
Show me!
4
ADD-ONS
An ambassador account, creator seeding, offline events.
- THE AMBASSADORA real person. Their own account. All Friendly Fish.
- CREATOR SEEDiNGAround 200 Berlin creators a month.
- OFFLiNE ACTiVATiONSSmall events. Lots of content.
EVERYDAY FORMATS
THE RHYTHM
8 EVERYDAY ViDEOS A MONTH
Quicker to make, easy to repeat. Street, reactions, challenges. They keep the feed moving between episodes and feed the story.
4 months = 32 videos.
Friendly Fish Jun 2025 Ref eatrolled 
Friendly Fish Apr 2025 Ref totallytotoo Ref magneticmj Friendly Fish Feb 2026 
Friendly Fish Oct 2026 Friendly Fish Apr 2025
iDEA SEED 01 / 04
PREMiUM
FRiENDLY PiCNiC
A Chicken Shop Date-style show on a picnic blanket. One host, one guest, and Friendly Fish everywhere.
A seed, not a format. We develop the real thing in setup.
Ref: Chicken Shop Date, Amelia Dimoldenberg
Ref: Friendly Fish, “Picknick Date”, TikTok, Apr 2025
iDEA SEED 02 / 04
PREMiUM
THE MAKi LEADERBOARD
Who can eat the most maki in 10 minutes? Every episode updates the board. The board becomes the storyline.
A seed, not a format. We develop the real thing in setup.
LEADERBOARD
- 01????? PCS
- 02????? PCS
- 03????? PCS
NEXT: YOU?
iDEA SEED 03 / 04
EVERYDAY
WHO’S HUNGRY?
Meta Ray-Ban glasses on. We treat strangers across Berlin to sandos, maki and more. Kindness, filmed from the eyes.
A seed, not a format. We develop the real thing in setup.
iDEA SEED 04 / 04
EVERYDAY
ONE MiNUTE. HOW MANY?
Strangers on the street, one box, 60 seconds. The best scores go up on the Maki Leaderboard.
LEADERBOARD01 ??? ?? PCS02 ??? ?? PCSA seed, not a format. We develop the real thing in setup.
ADD-ONS
MORE FRiENDS.
Three ways to take Friendly Fish beyond its own feed.
THE FAN
ACCOUNTRegular people run accounts like e.g. @ella.friendlyfish, posting videos about Friendly Fish from their own perspective.
Meet @ella.friendlyfish
CREATOR SEEDiNG
Around 200 Berlin creators a month.
Show me!
OFFLiNE ACTiVATiONS
Small events. Lots of content.
Show me!
THE AMBASSADOR
A real person. Their own account. All Friendly Fish.
We set up a new account for one person from our side. They post 15 simple videos a month. Close to the brand, but not the brand. Personal, looser, everyday. Awareness from a different angle.
CREATOR SEEDiNG
Around 200 Berlin creators a month.
Every month we invite around 200 Berlin creators to eat with you for free. In return, they post a story. The outreach runs automated. Over time you build your own pool of creators who know you.
OFFLiNE ACTiVATiONS
Small events. Lots of content.
Small content events, like a live maki-eating competition. We bring the seeded creators back. Every event is also a shoot.
PACKAGES
PiCK YOUR PACKAGE.
THE TEST
4 MONTHS MiNiMUM
- 4 premium videos at €1,100 each
- 8 everyday videos at €650 each
€9,600 / MONTH
48 videos total
- OUR PiCK
THE SHOW
6 MONTHS MiNiMUM
- 4 premium videos at €1,000 each
- 8 everyday videos at €550 each
1 fan account · €3,750/month
15 videos/month
€12,150 / MONTH
162 videos totalincluding 90 fan-account videos
THE UNiVERSE
6 MONTHS MiNiMUM
- 4 premium videos at €950 each
- 12 everyday videos at €500 each
2 fan accounts · €3,500/month each
15 videos/month per account
€16,800 / MONTH
276 videos totalincluding 180 fan-account videos
Offline activations
3 events · one every two months
€7,500 per event, billed separately
SETUP FEE
€6,500
One-off, net. Creative direction, format development, casting the host.
All prices in EUR, net.
THE TEST
4 MONTHS MiNiMUM
- 4 premium videos at €1,100 each
- 8 everyday videos at €650 each
/ MONTH€9,600
48 videos total
OUR PiCKTHE SHOW
6 MONTHS MiNiMUM
- 4 premium videos at €1,000 each
- 8 everyday videos at €550 each
1 fan account · €3,750/month
15 videos/month
/ MONTH€12,150
162 videos total
72 for Friendly Fish + 90 for the fan account
THE UNiVERSE
6 MONTHS MiNiMUM
- 4 premium videos at €950 each
- 12 everyday videos at €500 each
2 fan accounts · €3,500/month each
15 videos/month per account
/ MONTH€16,800
276 videos total
96 for Friendly Fish + 180 across two fan accounts
Offline activations
3 events · one every two months
€7,500 per event, billed separately