Instagram launched Series 5, its first original video series, Engadget reports.

The show (directed by Hello Carter's Anthony Wilcox) tells the tale of an on-the-run security driver framed for involvement in a diamond heist. As one might guess, Instagram's 15-second video format means that users won't be watching this all at once. Instead, the series will play out across 28 episodes of 7 minutes each spread out over the month, with the first episode having aired on Tuesday, February 2.

Instagram depends on ads for income, and that means giving users reasons to keep coming back. An original story provides a more reliable way to do this than depending on users, who can't always provide a steady stream of interesting shots.