Maybe Vertical Dramas are Coming
Maybe it's Maybelline
Short films featuring star talent as fashion brand commercials are more popular than ever, so it was only a matter of time until brands jumped on the vertical drama bandwagon. Maybelline New York’s microdrama ‘Maybe This Christmas’ reunites Millennial favorites Lacey Chabert and Dustin Milligan of Netflix’s Hot Frosty fame, among others.
The microdrama delivers a playful twist on holiday romance while spotlighting Maybelline’s award-winning Instant Eraser as the ultimate “holy grail” product.
Spanning over five cinematic episodes, the microdrama follows two neighbors whose budding flirtation across their NYC windows takes an unexpected turn. What begins as a cozy winter love story quickly unravels into a mystery about love, illusion, and what we choose to conceal, leaving viewers wondering if Lacey’s character is hiding more than just dark circles under her eyes.
“This holiday season, we’re excited to bring a fresh, dynamic storytelling approach to life with ‘Maybe This Christmas,’” said Yasmin Dastmalchi, President of Maybelline U.S. “By naturally incorporating Instant Eraser Concealer into the micro-drama series, we’re able to elevate a product that’s been a true staple for our consumers in a way that feels playful and creatively-driven. This project reflects how we continue to evolve as a brand – leaning into the joy and spirit of the season while showing up in moments that shape culture and deepen connection with our community.”
Created in partnership with Ryan Reynolds’ entertainment company, Maximum Effort, the full microdrama series can be watched on YouTube in horizontal format and on TikTok (Episode 1, Episode 2, Episode 3, Episode 4, Episode 5) in vertical format. ‘Maybe This Christmas’ will also debut on ReelShort on December 2.
“There’s something so magical about holiday storytelling, and getting to reunite with Dustin to bring this microdrama to life was incredibly special,” said Lacey Chabert. “’Maybe This Christmas’ is the perfect bite-size escape for the season. I’m excited Maybelline approached this campaign with so much creativity and I can’t wait for everyone to watch the story unfold.”
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Media pioneer Alan Mruvka, co-founder of E! Entertainment Television and instrumental in making the Kardashians and Ryan Seacrest household names, is launching VERZA TV, backed by his parent company Filmology Labs. The platform debuts with 80 original titles.
“The launch of VERZA TV marks an important milestone for mobile-first storytelling in the U.S. We’re committed to building a premium vertical ecosystem—from scripted micro-dramas to reality programming, podcasts, and live event coverage. Our goal is ambitious: to scale to ten new films per month and invest more than $50 million annually into vertical content production.”
— Alan Mruvka, Founder & CEO, VERZA TV and Filmology Labs
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