Inside P&G's Vertical Drama

An interview with writer Julie Tucker

We recently reported on P&G launching its own vertical drama. Behind the Verticals had the opportunity to speak to one of the the writers behind the project, Julie Tucker. She wrote the shooting script.

But first, an exclusive offer for the Behind the Verticals community and a roundup of this week’s vertical drama news.

Credit: Behind the Verticals

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Women-only Vertical Writing Retreat Cruise: Exclusive 20% off Discount for Behind the Verticals Community Members + $200 donation

At a glance:
✨ Her Plot Twists at Sea
📅 April 27 – May 1, 2026
🛳️ Sailing from Los Angeles to Catalina Island & Mexico
✍🏽 Mentored by vertical storytelling expert Isabel Dréan
🎬 Focused on understanding how vertical series work, and actually writing one

Full details can be found here. Registration closes February 10.

To claim your 20% discount, simply note Behind the Verticals during registration. What’s more, Once Upon a Script will donate $200 for every storyteller who joins through Behind the Verticals.

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👀 Spotted:

• Dhar Mann enters microdramas in new deal with Fox and Holywater.

• Alfred Hitchcock reframed for the microdrama generation.

• Microdramas go global: Meet the new wave of vertical video creators

• The rise of micro drama and why UK producers need to take vertical seriously

• How microdramas are influencing ad strategy—media lessons marketers should know

• Microdramas available for leasing.

• First speakers confirmed for the Vertical Programming & Microdrama Summit at Create London.

• Vertical drama genres are expanding to Fantasy, Musical, and more.

• Gammatime is looking for experienced writers.

• Laurie Catherine Winkel on filming vertical drama in Kyiv.

• Raw Ventures vertical content grant updates.

• Credits in vertical drama. If you missed our video interview with Bethany Thomson from Sea Star Productions, see here.

• A micro-reality series based in Austin, TX is hiring crew.

• Netflix is testing vertical video features for mobile.

• Beyond the hype: what the 2025 H1 overseas short drama report really tells us.

• Microdrama whitepaper produced by Ampere Analysis for MIP London.

You can support our work by becoming a paid subscriber. If you would like to work together or have any related updates to share, send us an email.

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🎥 Interview with Julie Tucker:

“The Golden Pear Affair” is a 55-episode vertical series, with most episodes under two minutes, featuring product integration for P&G’s Native Global Passport line to be sold at Target. The vertical series is currently viewable on its dedicated website.

Julie Tucker describes the integration as organic and “tongue in cheek.” Her background writing promos for soap operas like General Hospital and All My Children also proved valuable in striking a balance between entertainment and brand messaging.

What makes this project interesting