Refinery Media is making a full-scale pivot into vertical video, launching a 10-title English-language slate that embeds brand partnerships directly into storylines and leans on AI-enabled production to speed up output and cut costs.
The Singapore-based producer said it will roll out seven scripted dramas and three unscripted reality series, all designed natively for the 9:16 format. Five of the titles will be developed for FlareFlow, with releases scheduled from Q2 2026.
Across the slate, Shopee and Nippon Paint have signed on as brand partners, signalling a deeper integration model where commercial partnerships are built into the narrative structure rather than layered in post-production.
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“We’re not treating brand integration as an add-on,” said Karen Seah, founder and CEO of Refinery Media. “Our approach embeds brand narratives into story architecture from day one, so the integration becomes indistinguishable from the content itself. That’s what we’re bringing to vertical.”
The company is also leaning on influencer-led casting to drive reach on mobile-first platforms. It is working with talent and management partners, including Basic Models, to bring digital-first personalities into both scripted and reality formats, a strategy aimed at converting existing social followings into viewership.
On the production side, Refinery Media said it is using its in-house virtual production studio X3D Studio, alongside AI-assisted workflows through GENGIS AI. The company claims the setup enables production timelines to be around 20% faster and costs roughly 30% lower compared to traditional vertical production models.
The anchor title in the slate is SupermodelMe: Make It or Break It, a vertical reimagining of the long-running reality franchise first launched in 2009. The format has previously earned nominations at the Asia Academy Creative Awards, Asian Television Awards and International Digital Emmy Awards, with its final season distributed on Netflix.
Refinery is also debuting three additional Singapore-produced series for FlareFlow, with further titles expected to be announced ahead of the Q2 2026 launch window.
The company said its decision to focus on English-language vertical content is designed to address a gap in the market, particularly in Southeast Asia, while also appealing to US audiences where demand for alternatives to Chinese-language vertical dramas is growing.
“We’re positioned to serve both markets simultaneously,” Seah said. “That’s not an accident — it reflects 17 years of building content that travels.”
The move builds on Refinery’s long-running branded entertainment work, which has previously included integrations for luxury brands such as Chopard and Louis Vuitton across its unscripted formats.
It also comes amid a broader push by Singapore producers to scale local storytelling internationally through platform partnerships.
Recently, Mediacorp struck its largest pre-sale deal with Netflix, which acquired three premium Singapore drama titles before their free-to-air premieres. The deal includes The Leftovers 幸存者, Chilli Crab Flower Club 辛蟹社 and Durrani – Perjuangan Lion Mum, and reflects growing demand for Singapore-originated content across Southeast Asia and beyond.
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