GIZEH, a key player in recreational smoking culture, was ready to push beyond traditional content. The goal? Create a format that felt fresh, fun, and totally unscripted—a series that wouldn’t look like a campaign, but something fans would genuinely want to watch and share.

Social-first show formats were blowing up across YouTube, TikTok, and Instagram—but most of the action was coming from the US and UK. We saw the gap, and the chance to create something raw, real, and made for the German feed. A format that felt native to the platforms, and fresh to the culture.

Franziska Pöhlmann and Gregory Chobanyan brought Munchie Match to life as a YouTube-first series, tapping into the energy of Germany’s rising stars—from actors to rappers to pop stars—like Maximilian Mundt, Omar, and Cloudy June. From wildcard challenges to flirty icebreakers, we built a show that felt more like a hangout than a production. And we didn’t stop there—cutdowns, clips, and viral moments hit TikTok, Instagram, and YouTube Shorts, turning each episode into a multi-platform conversation. Created by HY.AM Originals, powered by GIZEH, and driven by unscripted moments, this was more than content—it was a cultural play.

For GIZEH, we developed and launched an original YouTube show format—Munchie Match—from first spark to final cut. What started as a simple idea turned into a full-fledged dating-meets-food concept, blending real blind dates with Berlin’s tastiest culinary hotspots. From naming and concepting to end-to-end production and launch campaign, we built a format that feels fresh, entertaining, and made for the YouTube generation.

Gizeh - Munchie Match YouTube show format - HY.AM STUDIOS

Munchie Match – first dates, real vibes

From Idea to Originals: How We Built Munchie Match from the Ground Up

As the first HY.AM Originals production, we owned the process from start to finish—developing the concept, securing talent, crafting the visual identity, and delivering full production through to final post. We built a format made to move: content tailored for YouTube, TikTok, and Instagram, backed by a rollout plan designed for reach and resonance. Every moment was created for authenticity, shareability, and the kind of fan-driven energy that sets a new standard.

No big crew, no big setup—just a small team, keeping it simple and making it work. From quick turnarounds to unexpected moments, Munchie Match came together the same way it plays out on screen: unscripted, real, and a little bit off the cuff.

Munchie Match landed with impact. The format sparked organic growth across YouTube, TikTok, and Instagram, with Omar’s episode racking up 200k views on YouTube in the first month. TikTok users picked it up fast, with UGC clips going viral and driving the kind of fan-fuelled momentum we built the format for. It didn’t just hit, it set the tone for what’s next. With Season 2 in the works, Munchie Match is only just getting started.

Gizeh

"Munchie Match – first dates, real vibes"

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