It’s hard to scroll through social media these days without running into clips from vertical series. Whether it’s a scandal-filled plotline from True Heiress vs. Fake Queen Bee or a fast-paced romance like My Secret Agent Husband, these bite-sized dramas have clearly found their audience. They’re flashy, addictive, and tailor-made for short attention spans.
It’s no surprise, then, that even Rolling Stone has weighed in on the trend, calling vertical storytelling the next frontier of entertainment. Platforms like ReelShort are betting big on it, with executives such as Crazy Maple Studios CEO Joey Jia declaring vertical video “the next film industry in parallel.”
But while the U.S. is catching up, this isn’t entirely a Western innovation. The format’s branded storytelling roots trace back to the Philippines — and to filmmaker Christopher Cahilig.
Before vertical series flooded TikTok, Cahilig was already experimenting with the format. In 2022, he and his agency, Insight 360 Consultancy Services, launched 52 Weeks, the world’s first branded vertical series, in partnership with retail chain Puregold. What started as a novel experiment became a viral juggernaut, pulling in more than 34 million views. The series didn’t just work — it redefined what brand content could look like. It was fast, engaging, and deeply in tune with what the mobile-first audience craved.
of branded vertical series on TikTok
For those who’ve followed Cahilig’s career, the success of 52 Weeks wasn’t out of the blue. He’s long understood how to tap into pop culture. His earlier short film trilogy with leather brand McJim, including Sinturon — which hit over 55 million views — showed how storytelling and marketing could merge without sacrificing substance. And let’s not forget his role in writing the 2010s PPop hit Sa Isang Sulyap Mo with boy band 1:43 — a song that helped kick off an entire genre.
as the country’s first BL vertical series
With My Plantito in 2023, Cahilig and Puregold pushed the vertical format even further. This time, it was the first BL (boys’ love) vertical series, and again, audiences responded — to the tune of over 52 million views. The numbers speak for themselves, but more than that, they signal a shift in how viewers want to engage with stories. Quick, mobile-native, and emotionally heightened — that’s what works now. And Cahilig saw it coming.
He’s not stopping at viral content, either. As festival director for Puregold’s CinePanalo, Cahilig has opened doors for new voices in Philippine cinema, backing both veteran and student filmmakers with millions in grants. It’s a move that shows his long-term commitment to the industry — and his belief that innovation should lift others as well.
Cahilig has done something different: he’s consistently set them. And in the case of vertical series, it wasn’t Silicon Valley or Hollywood that led the charge — it was a Filipino director with a sharp eye for what audiences really want.