Endemol Shine Brasil and A Fábrica have entered into a strategic partnership under the umbrella of Banijay to develop mobile-first vertical microdrama projects.
As part of the collaboration, São Paulo-based Endemol Shine Brasil will oversee production processes as well as partnerships with brands and platforms, while Rio-based A Fábrica will lead creative development and screenwriting.
The core objective of the partnership is to produce short, bingeable stories designed specifically for vertical viewing on mobile devices, a format that directly aligns with the evolving consumption habits of younger audiences.
Banijay’s Endemol Shine Brasil has already completed an 89-episode microdrama, currently in post-production, and has received greenlights for two additional projects totaling 147 episodes.
At the same time, the company is developing two new productions for Globoplay, with A Fábrica leading the script development on both projects.
Between 2023 and 2024, Banijay’s Endemol Shine Brasil produced more than ten microdramas for Kwai, collaborating with major brands such as Coca-Cola, Honda and Skol.
The company has also renewed its partnership with Meta to continue producing branded vertical “soap” content, including projects for brands like Comfort.
Nani Freitas (CEO) emphasized that microdramas represent a rapidly growing trend and highlighted the company’s position as an early mover investing at scale in this space. Meanwhile, Luiz Noronha noted that the rise of vertical storytelling reflects a major shift in viewing habits, requiring its own distinct narrative language.
Overall, the partnership stands as a strong example of a next-generation content strategy shaped by the intersection of branded content, short-form storytelling and mobile-first consumption.
