Adam Wexler, who launched fantasy sports operator PrizePicks, has launched unscripted production shingle EightState Studios, with an eye toward creating original series and documentaries.

First up, the company is working on an untitled eight-episode live unscripted competition series set to premiere Aug. 11 on YouTube. The project, which also comes from Deviants Media Studios, will pit celebrities, influencers and creators in a spelling competition. Ivan Dudynsky (“Funny AF with Kevin Hart,” “The Voice”) is executive producer and director, while Jayson Belt (“Hollywood Game Night”) is showrunner.

“We’re approaching entertainment with a strategy-first mindset, built around audience behavior, cultural relevance, and a built-in social dynamic that drives conversation,” Wexler said in a statement. “Our first show reflects that approach, purposefully launching during the sports lull with a format designed to feel timely, accessible, and to spark interaction among viewers. It’s not about making more content, it’s about being intentional with timing, structure, and distribution.”

Wexler recently made headlines for donating $10 million to the men’s basketball program at his alma mater University of Georgia — which the college said was the largest philanthropic commitment in UGA Athletic Association history. He also recently launched The Hidden Jams, a nonprofit music discovery platform that has fans rank entire artist catalogs. Wexler was also a digital consultant for the Atlanta Hawks during its 2014-2015 season.

Per EightState Studios, “Wexler aims to apply his expertise in incubating brands and creators, paired with deep knowledge of social media strategy, to develop content that resonates with modern audiences and thrives across digital, streaming and television platforms.”