Groundbreaking Achievement by UK’s Onset Octopus
EXCLUSIVE: Onset Octopus, a pioneering microdrama production company in the UK, is setting a milestone by being the first in the country to independently finance and produce a vertical video series aimed at international audiences.
The project titled Cowboy Before Dark (working title) marks the studio’s latest venture, exploring a queer romance between two reunited friends. The narrative is penned by Octavia McKenzie, featuring performances by Elliot Eason—famed for his role in Dramabox’s Mafia Obsession—and Adam Santa Cruz, a noted actor in the U.S. microdrama sphere.
Ben Pengilly, founder of Onset Octopus, leads the production, overseeing the project from its inception through to post-production. Director Dan Lowenstein helms the series, which introduces a novel business strategy by offering the director a sales percentage, similar to independent film practices, and incorporates product placement.
Pengilly shared with Deadline, “We pioneered various firsts in the UK including shooting internationally, creating an interactive microdrama, and developing LGBTQ-themed content. Now, we break new ground with a fully independent finance model for distribution, integrating product placement directly into the series.”
Writer McKenzie expressed her enthusiasm for the genre, “I find joy in crafting vertical dramas that embrace all forms of love, whether queer or straight. Being part of Onset Octopus allows us to push boundaries and be at the forefront of the UK’s vertical storytelling scene.”
State of Microdrama in the UK
The microdrama landscape in the UK is still developing, with Onset Octopus at the forefront of this evolution. The scene is supported by a local app, Tattle TV, though it still heavily competes with established Chinese and U.S. platforms like Reelshort, Flareflow, and Dramabox.
Director Lowenstein commented on the potential growth within the UK market, “The UK is just beginning to embrace microdrama, often relying on conventional narratives. What’s thrilling is the chance to transform the format. Onset Octopus is driving this innovation, aiming to position the UK prominently in the vertical domain.”
“With world-class film and TV talent here, we are well-positioned to lead internationally and redefine what premium microdrama should look like. Our goal is to establish this format as more than a fleeting trend, but as a sustainable and impactful medium of storytelling,” he added.
In December, Onset Octopus joined the Micro-Series Certified Alliance, a global initiative focused on enhancing quality and ethical standards in vertical video production, which often faces criticism for promoting exaggerated and problematic narratives.
Pengilly’s enterprise is also collaborating with Tattle TV to launch several new series on the platform. Onset Octopus manages a robust team of in-house writers and adapts content for diverse audiences, localizing scripts in multiple languages including Mandarin, English, Spanish, and Portuguese.
Jen Cooper, a microdrama consultant and founder of Vertical Drama Love website, remarked, “This is an incredibly exciting time for the UK microdrama scene. Onset Octopus is leading the way with its groundbreaking independently funded projects and the introduction of branded product placements—a first in the UK.”
Daniel Hayes is a business journalist with a focus on market trends, startups, and corporate strategies.
His sharp analysis and investigative reports make complex financial topics accessible to all readers.
