One shoot, nine useful assets

Plan the different edits and stills before the shoot. That gives the crew time to capture what each format needs.

Start with where the work will live

List where the work will appear: your website, social channels, retail screens, email or press. Plan the framing, captions and edit lengths around those uses.

The nine-asset toolkit

A possible shot plan could cover:

1. Hero film, 30 to 45s

   Sets the story for launch pages and press. Clear open, clear close.

2. Vertical 15s

   Full-frame stories that hook in the first two seconds. Captions on. Works in Reels, Stories and Shorts.

3. Square 15s

   Feed-friendly cut that respects tight cropping. Use bolder type.

4. 6s bumper

   A clean hit that names the product or promise. Useful for paid support.

5. Product highlight 10 to 15s

   One feature, one benefit, one CTA. Keeps retargeting honest.

6. Testimonial 10 to 20s

   A credible human line that builds trust. Staff or customer, recorded clean.

7. Looping banner 6 to 8s

   For site headers or retail screens where there is no sound.

8. Three graded stills

   For thumbnails, CRM and PR. Shot with intent, not screen-grabs.

9. One behind-the-scenes still

   For LinkedIn and internal comms. Makes the brand feel open and human.

Shooting for different edits

Plan cut points and transitions. Capture wide shots and close-ups, record room tone and leave space for text where needed. A short preview can help the team agree on the direction during the shoot.

Organising the files

Agree on folders and file names before export. A name such as Brand_Project_Asset_Ratio_V1.mov keeps versions clear. Include captions and export settings with the final files.

What to measure afterwards

Choose measures that match the brief, such as completed views, clicks, saves or replies. Review the results against the original goal.

Try this

Add the edits and stills to your next brief, with a format and destination for each. The crew can then plan the shoot around the full set.