A new season of Celebrity Treasure Island launching tomorrow night is bringing together a diverse mix of Kiwi personalities — but among the athletes, actors and broadcasters, a trio of social media stars are stepping into the spotlight.
Content creators Harrison Keefe, Nix Adams and Louis Davis are disconnecting from the online world to join the 16-strong Kiwi lineup on the new season, taking on a series of intense challenges in a bid to win $100,000 for charity.
For Keefe, joining Celebrity Treasure Island meant leaving behind the comfort of the radio studio.
Best known for his work on The Edge and his high-energy online presence, the Auckland-based host has built a large online following from his quick-witted humour and dance videos.
A self-confessed fan of the show, Keefe said the appeal was simple: “It’s iconic. What a great memory in your life to have.”
The 25-year-old admitted he was looking forward to a break from his day-to-day routine.
"I feel like my life is so hectic, so I'm really excited," Keefe said.
"This is my holiday. It's a pretty dramatic holiday being on reality TV, but we get to live on the beach for three weeks. What a dream!"
But behind the jokes is a more grounded motivation. Keefe is playing for Spark That Chat, a Hawke’s Bay-based charity focused on men’s mental health and encouraging open conversations.
On the island, Keefe said he expects bonding with his teammates will be key to success.
“I think we'll work really well together as a team. If we can stick together and do it all together, we'll be fine," he said.
With Keefe bringing the chaos, fellow creator Adams is set to arrive with something closer to controlled fire.
The outspoken content creator, who was named TV Personality of the Year at the 2021 New Zealand Television Awards, is well-known for her unfiltered presence online.
Adams said she wasn't planning to tone down that energy on Celebrity Treasure Island.
“Why not? I’ve done everything else,” she said of joining the show. “What’s another notch on the belt?”
The Wellington-based creator said her motherly instincts would likely be her biggest strength on the show, particularly when it came to working with her teammates.
"I'm the only parent on our team, and I'm the oldest. I feel like that motherly instinct to make sure my ducklings are looked after and in order is what I'll bring to the team," Adams said.
"I'll make sure that all our s*** is in order."
Despite downplaying her competitiveness, she conceded: “I’ll always say no, but my actions show different".
She also brings a serious cause with her, supporting the Child Abuse Prevention Foundation and using the platform to raise awareness.
“It’s running rampant in our country. If I can bring any kind of awareness to it, I will," Adams said.
Then there’s Davis, whose version of “content creation” looks a little different from the rest.
Based in Northland, the 2025 New Zealand TikTok Creator of the Year built a massive audience by documenting his life — from fishing and diving to raising his young family.
“I tell a story about our simple life on the coast,” Davis said. “About my people.”
His social media content may be calm and grounded, but don’t mistake that for a lack of drive.
“I’m a competitive person,” he said. “I’ll be one of those people that comes here and goes hard.”
"You might see an ugly side of me, but I've come here to do my best and hopefully win some money for my charity."
Davis is playing in support of Te Ora Hou Northland, a charity in support of the region's youth.
He believed being a natural "people-person" would give him an edge in the competition, particularly when things got intense.
"There's a time where the game will get niggly, but I think if you try your best and try to do the right thing, it will work out," he said.
"Sneaky and shifty doesn't tend to get you very far."
Beyond the trio, this season’s cast features a wide mix of familiar Kiwi faces, from sporting legends to television personalities, each bringing their own strengths and strategies to the island.
That mix, Davis said, is part of what makes the experience so unique.
“It feels like none of us cross over,” he said. “We’re all just figuring out who everyone is.”
With a season of twists and turns and dramatic moments set to come, the question of whether Keefe, Adams and Davis can translate social media savvy into success on the island remains.
Celebrity Treasure Island starts April 27 and airs 7.30pm Monday to Wednesday on TVNZ2 and TVNZ+.
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