Notes from the studio · Production guide · 2 min read
Plan cutdowns, vertical edits, captions and alternate openings so every version makes sense on its own.
Written by Kalvia Studios
Give each edit a purpose
A short clip should communicate something specific: a product benefit, a memorable moment, a question or a reason to watch the complete film. Start with that purpose before choosing a duration. Taking an arbitrary slice from the master film may remove the context that made the scene work.
Write the opening for a new viewer
Someone seeing a clip may never have watched the original production. Check whether the first image, caption or line establishes enough context. A strong opening does not need to exaggerate; it needs to make the subject and reason to keep watching clear. Different messages may deserve different openings rather than one universal cut.
Reframe shots individually
A widescreen composition does not always survive a centre crop. Faces, products and graphic labels may sit at opposite edges of the image. Review vertical and square versions shot by shot. If the source cannot support the new frame, choose another shot, change the composition or discuss an additional production requirement.
Design captions and graphics for the placement
Check text size, contrast, timing and its position relative to the platform's interface. Captions should reflect the actual speech, and product claims should remain accurate after editing. Keep important visual information readable on a phone. Review with and without sound when both viewing situations matter.
Keep track of the versions
Before editing, agree the number of clips, durations, aspect ratios, languages and alternate endings. Use clear names that identify the content and format. A small delivery sheet can prevent a widescreen master or an outdated captioned version from being published in the wrong place.
Build repurposing into the next production
When cutdowns are planned at the brief stage, the film can be composed with alternative frames and useful standalone moments in mind. Capture or generate the material those versions need and agree the delivery scope early. Existing films can still be repurposed, but the available footage sets practical limits on what each new edit can show.
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