‘It’s Not Like That’ Ushers Wonder Project Into Family-Centric Storytelling

Life is complicated — joyful yet traumatic, exhilarating yet exhausting, orderly yet chaotic. Those contradictions sit at the center of It’s Not Like That, a new scripted drama debuting Sunday, January 25 on Wonder Project, the faith and values-oriented subscription service within Prime Video.

Drawing on modern rom-com sensibilities while grounding its storytelling in emotionally recognizable situations, the series arrives at a moment when audiences are increasingly overwhelmed by choice. In today’s crowded streaming landscape, authenticity and relatability are often what cut through the noise. It’s Not Like That largely succeeds on both fronts, centering its narrative on characters who feel recognizably human and storylines that balance heartbreak, humor, and hope.

Created by Ian Deitchman and Kristin Robinson — the duo got their start as writers on Parenthood and later collaborated with creator Jason Katims on Rise, Almost Family, and As We See It, as well as writing the 2010 film Life As We Know It — It’s Not Like That follows Malcolm (Scott Foley), a modern-day pastor and recently widowed father of three navigating grief, family, and faith, and Lori (Erinn Hayes), a recently divorced mother of two teenagers rebuilding her life while mourning her best friend — who was also Malcolm’s late wife.

Together, the shared history and quiet bond between Malcolm and Lori ground a story that feels honest and deeply human. By exploring grief, faith, friendship, and unexpected connection, It’s Not Like That aligns naturally with Wonder Project’s move into family-friendly scripted programming. These characters are people that viewers – of any age category – are likely to want to spend time with, invest in, and return to week after week.

Can Malcolm and Lori resist temptation? Will they find their way to one another? Can these families survive the tumultuous teenage years? These questions propel the narrative forward, and it’s the immediate chemistry between the two leads — and the sometimes combative, always believable extended brood around them — that gives the series its emotional pull.

“We’ve always wanted to create a family dramedy of our own,” said Ian Deitchman. “It’s Not Like That, inspired by our lives and those of close friends, is about good people handling grief and trauma with grace, humor, and love — and, in the case of Malcolm and Lori, finding romance along the way. With Wonder Project’s support, we expanded our pilot into an eight-episode first season and now have an incredible cast to bring it to life.”

Kristin Robinson adds, “The title reflects how we make assumptions about people through our own narrow lens — and most of the time, it’s not accurate. It’s about extending grace and recognizing the bigger picture. These are complicated families dealing with messy, real-life issues, but it’s never as one-note as it seems. It’s also a nod to our rom-com roots.”

Family-Friendly Content: Evolving for Modern Audiences

Family-friendly programming is nothing new, but its cultural and commercial relevance has sharpened in recent years. In an era defined by uncertainty and constant disruption, viewers are increasingly drawn to content that feels both uplifting and grounded — stories that reflect real-world challenges without resorting to unnecessary violence and idealized conclusions.

“Once upon a time, there was a certain perception of how a family should look on the small screen. It was the ideal family, in ideal situations with ideal conclusions,” noted Mike Tankel, partner/optimist at marketing firm To Be Continued. “Nowadays, family-friendly has gone from the ‘ideal’ families to the ‘for real’ families, giving us real-world problems and real-world situations.”

For a streaming platform like Wonder Project looking to establish itself, this shift represents a strategic opportunity. Value-driven content that is emotionally resonant and appropriate for family viewing is not necessarily easy to find — and therefore increasingly valuable. It’s Not Like That fits within that broader evolution, positioning itself as a contemporary take on family-centric storytelling shaped by modern emotional realities.

“We hope this kind of storytelling is making a comeback,” says Robinson. “From an emotional standpoint, it feels like the world could use a little more kindness and care. Hopeful storytelling — still complex, still honest — but rooted in empathy. That kind of tone feels missing right now, and we’d love to see more of it.”

“We live in a time when families are often watching different shows in different rooms,” she adds. “We’d love to see everyone sitting down together to enjoy this show. It really offers a little something for everyone.”

If there is a drawback, it lies not in the storytelling but in the season’s length. Season one’s eight-episode order — now standard across much of streaming — is simply not enough. The compressed run keeps the narrative focused, but it also leaves the sense that there is more stories worth telling, making a strong case for a longer second season — and perhaps many more of It’s Not Like That.

“Our hope for this show is that its humanity is universal,” said Deitchman and Robinson. “No matter who you are, you’ll be able to relate to and connect with these characters and what they’re going through. That’s our favorite kind of TV.”