Fruity is an independently produced comedy web series set to be released across social media platforms from August 20. The show follows hopeless romantic Alice, whose fake Instagram account (created for stalking her crush) becomes an overnight success, forcing her and her roommate Clarke into running a gay juice business.

Cork-based filmmaking duo and sisters Megan and Shannon Haly helm the project, which began when they posted a video teasing the concept on Shannon’s social media. The concept proved to be enormously successful, reaching over seven million views online across various platforms.

The sisters recently wrapped Show Pony, a Screen Ireland Focus Short, and have had great success in creating an online audience. Their short Dollar Baby’s has generated over one million views after its festival circuit. They have also found success on stage, co-writing and performing the play Cortisol, which premiered to a sold-out run at the Dublin Fringe Festival.

 

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Described by its creators as a sapphic answer to shows such as Broad City and Girls, Fruity boasts a considerable amount of female talent in front of and behind the camera. Leading the cast is viral Irish comedian Madison Cawley as the aloof, lovesick Alice. Joining her is Carys Clempner, playing Clarke, Alice’s avoidant roommate who gets roped into her gay juice business.

Refusing to wait for a green light from a broadcaster or streaming service, the directing duo have decided to release Fruity across social media platforms, allowing the show to speak for itself, creating its own audience. 

Speaking on this decision, the sisters remarked, “Too often, queer creators are expected to wait for permission – for a commissioner, a streamer, or someone in a higher power to decide whether their stories are worth telling. We wanted to take a different approach. By releasing Fruity independently there are no middlemen. It’s a direct connection between creator and audience.”

This not only allows the creators to have complete final say over the show, but, more importantly, it doesn’t allow outside forces to dictate who can tell a queer story. 

We are witnessing a growing trend of creatives using online platforms to bypass industry red tape to take their art straight to the consumer, using the internet as a successful launchpad to gain viewership and followings instead of a more traditional distribution.

The Haly sisters wanted this direct connection to their audience: “We wanted to create a story that goes directly to the audience we want to watch it. The queer space online is dynamic, exciting and constantly evolving and we wanted to be a part of that conversation.”

With social media playing such a big part in the story of Fruity, it will feel right at home being released online through these platforms. 

The first episode of Fruity will be released on social media platforms YouTube, TikTok and Instagram on August 20 at 8pm, with the following two episodes dropping weekly on August 27 and September 3.