Selfie Karen Gillan

The latest marketing move from ABC for its upcoming sitcom “Selfie,” if nothing else, is fitting with theme.

The Alphabet debuted the pilot of the series on Hulu and ABC.com ahead of its premiere next month. The show, a modern retelling of “My Fair Lady,” stars Karen Gillan of “Doctor Who” and “Guardians of the Galaxy” fame as Eliza Dooley, a narcissist who is obsessed with becoming famous over social media. John Cho plays a marketing guru who helps her rebrand her image after a video of hers goes viral, showing her there’s more to it than Facebook and Twitter — hence, the irony of debuting the show via social media.

Still, to debut a show over social media that targets Millennials is certainly appropriate for its desired audience. The show is not set to premiere on ABC for more than a month, with an airdate of Sept. 30.

“Selfie” comes from “Suburgatory” creator Emily Kapnek. Along with Gillan and Cho, the cast includes David Harewood, Allyn Rachel, Tim Peper, and Da’Vine Joy Randolph.

You can watch the full pilot below.

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