Property Films · Strategy
Vertical Film, Horizontal Film, or Both?
Each format has a different role in the campaign. The right answer depends on where the property will be seen and how the story needs to unfold.
The Address Agency ·
Horizontal and vertical films are not interchangeable crops. They are different viewing experiences, designed for different screens and different moments in the campaign.
Horizontal Film
Horizontal film is the presentation piece. It belongs on the property website, in listing presentations, in email campaigns, and anywhere the viewer has time to experience the full address. The wider frame gives the edit room for arrival, flow, architecture, setting, and a more complete narrative.
Vertical Film
Vertical film is built for the phone. It needs a faster opening, tighter pacing, intentional text placement, and shots composed specifically for a vertical frame. It is often the first piece people encounter on social media.
Why We Plan Both During Production
A wide shot cropped after the fact rarely feels intentional in a vertical edit. When both formats are included, we compose and capture for each one during the production rather than trying to repair the framing later.
When One Format Is Enough
For an everyday listing, editorial photography and a strong vertical film may be the right scope. For higher-value properties, developments, private presentations, or a complete launch, both formats usually serve a clear purpose.
