Think about where people will see it
A film made for a presentation may need changes before it works in a social feed. People might see it on a phone, without an introduction and with the sound off. They need to understand what they are looking at.
Give the piece one main job. Is it introducing a campaign, explaining a feature or inviting people to watch the full film? That decision helps you choose a useful opening.
Design the different versions early
Portrait, square and landscape frames need different compositions. Cropping a wide film can cut off a gesture or remove a detail that explains the scene. Agree the versions before approving the storyboard.
Some shots will adapt easily. Others will need text moved, characters repositioned or a transition reworked. Allow for that in the plan.
A crop can change the meaning
Picture a wide shot with a character on the left looking towards a product on the right. A central portrait crop could lose both the expression and the object. Even when everything technically fits, making it smaller may make it harder to read.
A portrait version might stack the action, bring the product closer or use two shots instead of one. That is a design decision to make while the scene is still flexible. It is much harder to solve after the animation is finished.
The same applies to text. Preview the film within the space where it will appear, with room for the platform’s controls and captions. Keep delivery requirements separate from the creative brief so they can be checked again before export; platforms and placements can have different specifications.
Watch it on a phone
Check the lettering at the size it will actually appear. Leave enough reading time and keep essential information away from the places where buttons and captions may cover it.
If speech carries the message, plan captions. Also look at what the pictures can explain through movement and sequence, so the film does not become a screen full of words.
Make the shorter edits work on their own
Our Spotify Insights Unwound work includes promotional graphics, short animated sequences and on-screen titles. The design connects the different pieces without making them identical.
Apply the same care to your social versions. A favourite scene from the main film may need a new opening or ending to make sense by itself.
Write down the delivery list
List where each version will appear, its format and what you want viewers to do. Check the platform’s current requirements before export, then watch every version at its intended size.
- Main edit: purpose, length, format and destination.
- Other formats: which shots need a new layout rather than a simple crop?
- Text and captions: are they readable, with space around platform buttons and labels?
- End frame: is the next step clear, and is it on screen long enough?
