Why it helps to plan the main brand film, short edits and vertical crops together before a shoot.
A video does not have to live in only one place. The same idea may need a considered introduction on a website and a shorter version in a social feed. The useful part is planning those needs together, before production decisions have already been made.
Choose the central message first.
Start with the audience and the one thing they should understand. Are you introducing a business, explaining a service or giving a sense of a place? A focused message makes it easier to decide which scenes and details belong in the film.
Build a brief around that idea: where the film will appear, the desired length, the tone and the action you would like the viewer to take. References can help explain the feeling, but the story should remain specific to your subject.
Capture with the final frames in mind.
Horizontal and vertical versions do not always work as simple crops of the same image. People, products and movement need room inside each composition. Identify the most important scenes and plan alternate framing where it would help.
Think about sound and text at the same time. A film with spoken information may need captions, while a shorter edit may need a different opening to make sense quickly. Agree those requirements as part of the delivery list.
Give each edit its own job.
A main film can establish context and develop a sequence. A short version can introduce one detail or invite the viewer to see more. Avoid asking every edit to carry every message at once.
The short brand films in our portfolio are examples of a compact visual introduction. When planning a new production, use that kind of reference to discuss pace and tone, then shape the scenes and deliverables around the actual project.
An illustrative article prepared for the Creative Solutions website preview. Images are from the supplied portfolio.
