Updated 30 October 2026 · 4 min read
One film can be delivered in several formats. But a vertical version isn't just a crop of a landscape one: framing, product placement and text positions all change. That's why formats are decided in the brief, not at delivery.
Start from the channels
- Landscape 16:9: website, launch page, online video, event screen.
- Vertical 9:16: stories, reels and short-form social video.
- Square or 4:5: in-feed social posts, product visuals.
Lengths and safe zones vary by platform and change over time: check the current specs for each placement before ordering.
One main film, then cut-downs
The simplest logic: a main film that sets up the world, then short or vertical versions designed for each channel. Every extra version goes into the quote, so it's worth listing the placements you'll actually use.
An example: ORBEL
For ORBEL, each format has its job: a 30-second 16:9 film, three 15-second 9:16 UGC videos, 4:5 product visuals and a 10-second animation. The jersey and the world stay the same; framing is designed for each use.