South African filmmakers encouraged to leverage verticals and microseries to tell specific local stories.
- Phung delivers a masterclass on short-form filmmaking and the rise of the microseries.
- ‘Verticals’ are identified as the third audiovisual language, reshaping viewing habits with phone-first, bite-sized narratives.
- Phung urges filmmakers to focus on local stories to unearth universal themes.
Quan Phung, a global media strategist, creative executive and producer with more than 20 years’ experience in international film and television, brought industry insights to Johannesburg this week. With credits including How I Met Your Mother, House and Arrested Development, Phung presented ideas on short-form filmmaking, mobile video films and microdramas.
Hosted in partnership with the US Consulate at Constitution Hill on August 6, the masterclass brought together filmmakers, writers and emerging storytellers to discuss how South African stories can be positioned for global audiences.
Phung highlighted three different audiovisual languages: film, television and the new third form ‘verticals’: the phone-first, short-form format that is quickly reshaping our viewing patterns.
This has resulted in the rise of microdramas, a fast-paced, character-driven, scripted narrative series. While the first microdramas probably make you think of soap-style, romantic shows, Phung says this is evolving to horror, crime, comedy and sci-fi.
Brooklyn Coffee Shop, for example, is a viral short-form series that delivers bite-sized stories through deadpan, quick-dry humour set in a busy cafe. Over the past two years, young audiences have tripled their share of viewership.
For South African creatives, this presents both a challenge and an opportunity, as Phung thinks, “Global apps are sleeping on Africa”, highlighting how 42% of the global youth are expected to live on the continent by 2030.
Social media platforms were once used to tease trailers, but short-form content is no longer used solely for marketing purposes; it is now becoming the ‘show’ itself. The ways we engage online have evolved, but it has also come with a cost.
A 2023 analysis linked short-form video use to reduced attention spans, and a 2026 Daily Maverick article warned, “Short-form videos are engineered to capture the brain’s craving for novelty”, and Psychologist Dr. Ken Fung compared micro-dramas to “snacking on junk food”, quick and addictive.
While AI is playing a role in production – with some microdramas made entirely by the machines – emotion, anticipation and soul remain the core of storytelling and are difficult to replace completely. This leaves space for South African filmmakers to create more people-led, authentic and durable stories.
“Make local stories so specific that they unearth universal themes and ideas that will travel,” Phung advised local filmmakers. Creatives need to ask themselves, “Why you? Why now?” What connection do you have, and what part of your story adds a sense of urgency to watch today?
Phung emphasised that, “It is a great time for South African filmmakers to push their stories forward.” Young audiences want to hear from new voices, and global platforms are looking for diverse perspectives.
FEATURED IMAGE: Quan Phung presenting industry insights in Johannesburg. Photo: Hannah Brown
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