Onset Octopus Introduces UK’s First Vertical Video Drama with ‘Cowboy Before Dark’ Business Model
EXCLUSIVE: UK microdrama producer Onset Octopus claims to be the first British company to independently finance and produce a vertical video series intended for international distribution.
The studio’s latest project, Cowboy Before Dark, unfolds a queer love story between two friends who reunite. Written by Octavia McKenzie, the series stars Elliot Eason, known for Dramabox’s Mafia Obsession, along with U.S. microdrama actor Adam Santa Cruz.
Ben Pengilly, founder of Onset Octopus, serves as the producer, with the studio overseeing the project from development through post-production. Director Dan Lowenstein joins him, and Pengilly notes that Cowboy Before Dark will be the first project to offer directors a percentage of the sales—a model that mirrors traditional indie filmmaking.
“I enjoy writing vertical dramas that celebrate love for all, queer and straight,” McKenzie stated. “It’s great being a part of the Onset Octopus team where we tell innovative, cutting-edge stories and lead the charge in the UK’s vertical space.”
The UK microdrama landscape is still emerging, with Onset Octopus standing out as a frontrunner. Currently, there is one locally-operated app, Tattle TV, available, while consumers frequently turn to Chinese and U.S. platforms such as Reelshort, Flareflow, and Dramabox.
In December, Onset Octopus became a founding partner of the Micro-Series Certified Alliance, an initiative aimed at raising production standards in vertical video. This genre has often been criticized for its reliance on extreme romance narratives and problematic tropes.
The company is also collaborating with Tattle TV to develop a series slate for the app. Onset Octopus creates scripts in-house and offers localization in Mandarin, English, Spanish, and Portuguese.
