Why a master comes first
Cutdowns go faster and stay consistent when they all come from one approved master. Once the long version is signed off, the message, the offer and the end card are settled. Every shorter cut then keeps the same lines and the same look, and changes made later to the master can be carried into every version.
Cutting down
Trimming the first half off a 30-second ad rarely gives a good 15. We keep the hook, the one strongest product moment, the offer and the end card, and drop the rest. At 6 seconds there is room for one idea and the brand. Each length gets its own pass so it reads as a finished ad.
| Length | What usually stays |
|---|---|
| 60 seconds | Full story: problem, demo, details, offer, end card |
| 30 seconds | Hook, main demo, one supporting point, offer, end card |
| 15 seconds | Hook, the strongest product moment, offer, end card |
| 6 seconds | One line or one shot, with the product and brand on screen |
Reframing
Turning a wide 16:9 ad into a 9:16 vertical means choosing what stays in frame. We follow the product and the speaker shot by shot, and rebuild text and graphics for each shape so they stay readable. If a shot can't be reframed without losing the subject, we flag it and suggest a swap from your other footage.
Shooting with this in mind helps. Keep the subject near the middle of the frame, leave space above and below, and shoot a few vertical clips of the product on the day.
File names that prevent mistakes
A campaign with 20 or 30 files is easy to mix up. We name every file by campaign, hook, length and shape, using a scheme you approve, and deliver them in folders by platform. A short list of files and placements comes with the delivery.
Questions
Can you resize an ad when we don't have the source footage?
Sometimes. A wide export can be reframed to vertical, but text baked into the picture can't be moved. Send what you have and we'll say what's possible before quoting.
Can you update dates or prices across all versions later?
Yes. Because every version comes from one master project, a change to a line or an end card can be rolled across the full set.
Have footage and a campaign coming up? Tell us the platforms, the lengths you need and how many versions you want to test.
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