One brief, every format: planning a launch once

The usual launch workflow: make a hero film, then scramble to chop it into vertical cuts, square cuts and ad variants the night before launch. The cuts look like leftovers because they are.

We plan the other way round. One brief produces the whole set, and every format is considered before the first shot is made.

Start with the placement map

Before the script, we list where the launch will live: Instagram, YouTube, TikTok, LinkedIn, paid ads, the product page. Each placement gets a ratio, a length and a job (teaser, reveal, proof, retarget).

Shoot the master wide, frame for the narrowest

If the vertical cut is the most important, framing starts there. Key action stays inside the 9:16 safe area, so the 16:9 master can open up around it without losing the subject.

Build modular scenes

• Hook: the first second, written in alternates.
• Reveal: the product, in its best light.
• Proof: the feature or feeling that matters.
• Close: the name, the date, the action.

Because scenes are modular, a 15-second reel and a 60-second film are different arrangements of the same parts.

Deliver as a set

A master pack goes out in one secure transfer: 9:16, 1:1 and 16:9 cuts, a captions file, hook variants and thumbnails. Launch week stays full of content from a single production.