Behind the Edit of a Product Launch Film
How a single day of filming became a launch film, a set of cutdowns and a library of stills.
BrandWorks Newsroom1 min read
A product launch film rarely stands alone. The same production usually has to supply cutdowns for social, loops for the website, stills for press and assets for paid campaigns.
For a recent launch we planned the edit before the shoot. Every set-up was framed with its eventual formats in mind, so the vertical, square and widescreen versions each had room to breathe rather than being cropped after the fact.
Planning the cutdowns first
Mapping the shorter edits early changed the shot list. It added close product details and clean openings that work in the first second of a feed, and it meant the full film and the short versions share a single visual language.
