Planning horizontal and vertical versions of one commercial

The same shoot can supply several formats, but those formats do not necessarily share the same composition. Plan what each version needs to communicate before filming.

Published: 2026-09-23

The same shoot can supply several formats, but those formats do not necessarily share the same composition. Plan what each version needs to communicate before filming.

Start with the use, then the frame

List the channels, viewing conditions and purpose of each version. Check essential shots inside both horizontal and vertical frames, including the performer, product, captions and final brand treatment.

A shorter edit also needs a complete thought. Removing the beginning and ending of a longer story can leave attractive footage without a clear message.

Record extra work before the shoot

Some versions need different framing, additional product inserts, revised animation or another voice-over. Put those requirements in the version list and production plan.

For each deliverable, record the aspect ratio, duration, language, text-safe areas and final output requirements. Review the actual exports individually. This is more reliable than approving the main film and assuming every crop communicates equally well.

Planning a film? Contact Kanon Film in Shanghai to discuss your brief.

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