Ruishu Jiang, a visionary producer, is making significant strides in the realm of vertical mini-series, a format that is reshaping the landscape of contemporary storytelling. With her unique approach to production, Jiang is not only adapting to the industry’s evolving demands but also pushing the boundaries of how narratives are crafted and consumed.
Vertical mini-series offer a fresh, consumable viewing experience that often centers around engaging narratives reminiscent of romantic soap operas. Jiang believes this format is not merely a trend but a lasting evolution in storytelling, allowing for lower production costs and greater accessibility to a wider audience.
However, producing vertical content comes with its own set of challenges. Jiang describes the intense pressure of a compressed production schedule, where a feature-length script averaging 90 pages must be filmed in just 7 to 8 shooting days. “Pre-production is usually limited to 2–3 weeks, leaving much to cover in a short timeframe,” she admits. The small crew size, while fostering efficiency, also adds to the demanding nature of the work. “It often feels like I’m glued to my desk 24/7 during this phase just to keep everything on track,” Jiang reflects.
Her first venture into a vertical mini-series, “Perfect Love,” tells the story of a talented fashion designer who faces betrayal and hardship before finding love with a wealthy man. Jiang’s vision for the project emphasized visual authenticity and production quality. “We negotiated an incredible deal for a luxury mansion in Beverly Hills, which became one of the most visually stunning settings in vertical mini-series productions at the time,” she shares. By collaborating with a seasoned Director of Photography, Jiang ensured that the visual storytelling matched the opulence of the narrative, showcasing the high-production value that can be achieved in this format.
Another project, “Found by the Lycan King,” has gained significant traction online, and Jiang attributes its popularity to two key factors: a unique story and an exceptional cast. “Unlike many traditional werewolf tales, this story delves into themes of power, fate, and forbidden love,” she explains. The compelling chemistry between the leads enhances the narrative, creating a dynamic that resonates with viewers.
Casting for vertical mini-series is a meticulous process for Jiang. She begins by understanding the distinct story types and visualizing the characters as she reads the script. “The male lead’s physique and charisma are crucial in drawing in a predominantly female audience,” she notes. The chemistry read is essential to the process, as the right on-screen dynamic can elevate the storytelling experience.
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In today’s fast-paced digital landscape, vertical mini-series must convey their narratives with precision and engagement. Jiang emphasizes that every episode needs a compelling twist to maintain momentum. “We keep in mind the nature of the platform and regularly review the content to ensure it remains engaging,” she states, drawing inspiration from successful K-dramas to enhance her storytelling approach.
Collaboration is key in Jiang’s production process. She works closely with directors and writers and balances practical production needs with creative storytelling. “I focus on adjustments from a practical standpoint while encouraging directors to suggest revisions from a creative perspective,” she explains. This collaborative spirit is essential in the fast-paced environment of vertical mini-series production.
Social media plays a pivotal role in the distribution and success of these mini-series. Jiang leverages social media algorithms to target specific audiences, ensuring that captivating moments from the series reach potential viewers. “Creating buzz and engagement is crucial for driving traffic and viewership,” she notes.
The themes explored in Jiang’s work resonate deeply with audiences. In “Leashed to My Demanding Boss 24/7,” the narrative centers around a strong, independent woman navigating personal and professional challenges, ultimately embracing her self-worth. “The story immerses the audience emotionally, highlighting the importance of staying true to oneself,” she explains.
As Jiang looks to the future, she remains committed to exploring new genres and themes in her vertical mini-series projects. “Diversifying content will help attract a broader audience,” she asserts. While she acknowledges the challenges posed by investors who view vertical mini-series primarily as financial products, she is determined to cultivate a creative environment that embraces a wider range of storytelling.
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