From ‘MasterMilo on Tour’, on the HBM Machines channel.
Most formats flop.
Not for lack of budget — for lack of a formula. Which character carries the series? Which adventure suits him? And why do you watch the next episode?
As a director and producer I've been building formats for years. On ‘Milo on Tour’ we tinkered for months until the formula was right — for all three sides at once. Episodes sometimes pull more than a thousand likes; for a brand channel that's unheard of. No trick. Craft.
- A win for the creator: tapping a new audience on a new channel
- A win for the brand: watch time in the world of HBM
- A win for the viewer: simply good television on the internet
Fun & games in the world of engineering
In ‘Milo versus Richard’, YouTuber MasterMilo and racing driver Richard Verschoor take each other on in a world full of technical ingenuity.
I wrote it from a single image: two little boys playing cowboys. That joke really is in there — cowboy music under the series, and in the title sequence a classic showdown where they draw not a revolver but a drill.
HBM gave me room for concept work, and it was exactly that trust that made it possible to build a series with care — the one that gave the channel a successful start.
- Several formats side by side, one recognisable playing field
- Every series its own promise, so viewers know what they're coming for
- The brand shows up in the doing, not in the message
The trailer for ‘Milo VS Richard’, on the HBM Machines channel.
From ‘Robin op stage’ with Robin Roggeband (Hersenlooz), on the HBM Machines channel.
Different character, different programme.
Robin Roggeband — known online as Hersenlooz — is not a second Milo. Different energy, different audience, so a different format: in ‘Robin op stage’ he works alongside the people doing the real job, from a rally workshop to tractor pulling with nine thousand horsepower.
That's the difference between hiring an influencer and building a programme. You don't put anyone in a format that doesn't suit them — you build the format around them.
- Each character gets its own story form
- The format follows the creator, not the other way round
- That's how the channel keeps growing without milking one formula dry
From viewers to an audience
A channel is only a channel when people stay in for it — or head out the door for it. ToolFest is the proof: an event of its own that the brand's fans actually turn up to.
That's the difference between reach and a following. Reach goes the moment you stop paying. An audience stays.
- An event of its own that feeds the channel, and the other way round
- Viewers who meet each other — and the brand — in real life
- Proof that there's a community, not just a counter
ToolFest 2026: the recap of the brand's own event, on the HBM Machines channel.