In a world where people scroll faster than they blink, grabbing attention isn’t just an art — it’s a science. That’s where vertical filmmaking comes in. Once dismissed as a passing trend, this smartphone-native format is now a rising force in content creation, marketing, and even independent cinema. As viewing habits shift, 9:16 storytelling is proving to be not only accessible but commercially powerful.
To understand how this evolution is impacting the entertainment landscape, we sat down with British actress Nicole Crewe, who has appeared in multiple vertical film projects. Her perspective from the creative frontline reveals why this format is resonating — and why it’s built for the fast-paced, emotion-driven digital age.
INSERT: INTERVIEW WITH NICOLE CREWE
Q: Nicole, you’ve become quite familiar with vertical filmmaking. What stands out to you about the format?
Nicole Crewe: What I love — and what also makes it so challenging — is how fast vertical films have to move. They’re often short, so there’s no time to build slow tension. You have to grab the viewer emotionally, instantly. Every second counts. That’s why they’re packed with emotion, intensity, and clarity.
Q: That sounds like a unique challenge for an actor.
Nicole: Definitely. It’s not about overacting, but about being precise — honest — with every look, every word. There’s no room for filler. And most verticals are designed to be straightforward. They’re made for people who are watching while commuting, waiting in line, or lying in bed. It’s not something you have to think deeply about — it’s meant to be feltquickly. Entertaining, impactful, and easy to digest.
Q: Do you think that affects the way stories are told in this format?
Nicole: Yes, and it’s kind of brilliant. Vertical films strip storytelling down to its raw core. You focus on emotion and clarity, rather than complex plot structures. It makes the story more accessible. You don’t need to pause and reflect — it just hits you. And I think that’s exactly what today’s audience wants sometimes.
Q: Is this a temporary trend or something you see sticking around?
Nicole: It’s here to stay. We live on our phones — and vertical fits that life perfectly. Whether it’s a brand campaign, a drama series, or a five-minute thriller, if it’s well-made, vertical can be just as cinematic as widescreen. Just… tighter, more personal, and built for now.
The Business Behind the Format
Brands are leveraging vertical films for high-engagement campaigns. Streaming platforms are testing mobile-friendly vertical series. Film festivals have introduced entire vertical categories. And the numbers back it up: studies show vertical content gets up to 90% more engagement on mobile devices than horizontal.
As Nicole puts it, “We’re not just changing how we shoot. We’re changing how people feel stories — in the palm of their hand.”
Vertical filmmaking isn’t just a visual shift — it’s a commercial one. And with creatives like Nicole Crewe embracing the format’s fast, emotional, and accessible nature, it’s clear the vertical revolution is not only alive — it’s thriving.
