Choose the shape of a film around its main use. A widescreen website film and a full-height phone video are different compositions, even when they tell the same story.
If you need both, say so before the shoot. That creates room to plan the important moments twice where necessary, rather than discovering in the edit that a person or action cannot fit the other frame.
Start with the main place the video will appear
A horizontal 16:9 frame is a useful starting point for many website films, presentations and landscape screens. A vertical 9:16 frame is suited to full-height viewing on a phone. These ratios describe the frame, not a guarantee that every platform or placement uses the same delivery requirements.
Check the current specifications for the exact destination before exporting. Interfaces, overlays and supported formats can change. Keep the original footage and agree on the final versions as part of the project.
Understand what a crop removes
Cropping a horizontal frame into a vertical one can remove people, gestures or the relationship between a subject and their surroundings. A close portrait may adapt well. A wide group, a dance partnership or a demonstration spread across a table may not.
The question is not only whether the main face remains visible. Does the action still make sense? Can the viewer see where the person is looking or what their hands are doing? Does the frame still contain the information that makes the image interesting?
Plan the moments that need dedicated coverage
List the shots that are essential in every version. For an interview, that may mean a composition that can support both frames or a separately planned setup. For movement, it may mean another take with a different camera position.
Leaving extra space around a subject can help, but it is not a complete solution to every composition. When the scene permits, dedicated vertical coverage can produce a more considered result than a late crop. When it does not, the brief should make the main format the priority.
Design text and captions for the actual frame
Do not put important words against the edge of the image without checking the destination. Platform controls can cover parts of a phone video, and a title that feels balanced in widescreen may overwhelm a narrow frame.
Keep text concise, allow enough reading time and check it on a phone. If viewers may watch without sound, discuss captions or a version that communicates its key information visually. Accessibility is part of making the story understandable, not an optional decoration.
Agree on the deliverables before editing
A practical request might be: 'One main widescreen film for the website, plus two vertical excerpts for social use, with captions.' The filmmaker can then discuss whether the planned coverage and edit time support that request.
Additional shapes and shorter edits can involve more than pressing Export. They may need different pacing, titles, reframing and sound choices. Agree on those versions in the brief so the final work serves its purpose.
For a starting structure, use the brand film brief. To see how I present different formats, browse my films and get in touch with where you want your story to appear.