Carmilla put Jay’s “niche of a niche” philosophy into practice: create a storyworld that means something deeply to a specific audience, then give that community reasons to stay and grow.

What began as a digital-first, brand-funded scripted series expanded into more than 100 episodes, a fan-funded feature film, music, books, merchandise, earned media and a passionate global fan community.

For brands, the opportunity is to champion stories that reflect what they stand for. By helping these worlds take shape, a brand can earn a meaningful place in the community around them.

Carmilla’s enduring lesson is that the value of IP lies in the connections audiences form with it, and the opportunities those connections create long after the original story ends.