Vertical-First: Cutting Brand Films For The Feed

Vertical is not a crop. If the film is going to live on the feed, we plan it 9:16 from the recce onwards: framing, headroom, where the type will sit. Work like Because Music was shot vertical-first because that is where the audience was.

The first second does the selling. We cut for a hook up front, assume sound-off, and keep any branding light until the viewer has a reason to care. It is a different rhythm to a 16:9 brand film, and it needs to be shot that way, not rescued in the edit.

One shoot should feed the whole campaign: a 16:9 hero, 1:1 and 9:16 cutdowns, all graded to match, so the work looks like one thing everywhere it shows up.

Planning content around a launch or an event? Tell us where it needs to live and we will shoot to the format, not crop to it.