When Jeremiah Smith met Dallas Jenkins at a Bellagio poker tournament in 2007, neither could have predicted they’d one day collaborate on the most-watched series about Jesus in history. Today, as Vice President of Marketing and Branding for 5&2 Studios, Smith helps guide The Chosen—a series that is estimated to have reached more than 300 million people worldwide and holds a Guinness World Record for being the most translated series of all time.
In the latest episode of Pinkston’s “To The Point” podcast, Smith sat down with host Zach Crenshaw to discuss the unconventional career path that led him from pastor to professional poker player to Fortune One company executive, and ultimately to marketing one of entertainment’s most successful faith-based properties.
The Zigzag Path That Led to The Chosen
Smith’s LinkedIn bio reads like a novel: “My career doesn’t have an arc as much as a zigzag from pastor to poker player to Fortune One to a TV show.” That winding journey proved essential when his mentor, Neil Wyndham, told him something profound as he prepared to join The Chosen: “With God, nothing is wasted.”
The connection between Smith and Jenkins began at that poker tournament where Jenkins won and Smith “crashed and burned.” After discovering their shared Christian faith, the two maintained contact for over a decade. Smith recalls a conversation in Las Vegas where Jenkins shared his vision for a show about Jesus and the disciples as real people—”dudes who sat around a campfire” telling jokes and stories. That seed of an idea would eventually become The Chosen.
Marketing with Intimacy: Speaking to One, Not Many
One of Smith’s core marketing principles at 5&2 Studios is radical intimacy. Rather than addressing fans collectively with phrases like “Hey guys” or “Hey everybody,” the team speaks to individuals. When Dallas Jenkins does livestreams, he says “Hey there, I’m so glad you’re here,” always addressing one person rather than a crowd.
The results are remarkable. Fans frequently respond to video messages from Jenkins with personal replies like “Oh, I’m so sorry, Dallas, I won’t be able to make it tonight. We’ve got church, or my kids have a soccer game.” This audience-first approach extends throughout all communications, with Smith’s team of 8-10 people dedicated solely to responding to fan messages daily.
Understanding Audience Beyond Demographics
Smith discovered a crucial insight when analyzing YouTube data: while their average subscriber was in their lower 30s, the average viewer age was in their 60s. This revealed a younger audience hungry for content that wasn’t being served. Working with agency Conscious Minds, the team developed content for different audience types based on interests rather than just demographics.
The result is a diverse content strategy. For history enthusiasts, there’s “More to the Story,” a companion series featuring Amber Williams (who plays Tamar) explaining historical context like why Pilate held power over Jewish leaders through controlling the high priest’s robes. For those who enjoy lighter content, there are videos of Pharisees playing Hungry Hungry Hippo in slow motion.
Debunking the Hollywood Myth
Smith pushes back against the narrative that “Hollywood doesn’t want you to see this.” Walking through Amazon MGM offices, he sees Jesus’s face everywhere—on posters, in trailers playing in break rooms and lobbies. The Chosen has signed one of the biggest deals Prime Video has ever made—a 10-year contract—because platforms recognize the value of quality faith-based content.
The show’s success has opened doors for other faith-based projects like The House of David and productions from Wonder Projects. Smith has sat in meetings with Netflix, Peacock, NBC Universal, and the CW, and consistently hears the same message: “We want more of this.”
What’s Next: Theatrical Films and New Series
Looking ahead, 5&2 Studios faces both opportunity and challenge with season six. The studio will release six episodes on Amazon Prime, followed by a major theatrical film about the crucifixion shot in Italy. Smith sees this as an opportunity for millions to experience the story of Jesus in a “non-threatening environment,” noting that many people who won’t go to church will go to a movie theater.
Beyond The Chosen, the studio is expanding with Joseph of Egypt (currently filming in Albuquerque), Moses, and The Way of the Chosen (about the early church depicted in Acts). There’s also Chosen in the Wild with Bear Grylls, featuring Dallas Jenkins and five actors in heartfelt wilderness conversations. For families, The Chosen Adventures—an animated series picking up from season one’s beloved episode with children meeting Jesus—features voices from Paul Walter Hauser and the original cast.
