Why Keeping Verticals in Mind Matters When Shooting a Commercial

In today’s media landscape, the way we view content has fundamentally changed. While television and traditional widescreen formats once dominated commercial production, the rise of mobile-first platforms has transformed how ads must be shot, edited, and delivered. Vertical video — once dismissed as a passing trend — is now one of the most important considerations in commercial production.

Whether ads appear on TikTok, Instagram Reels, YouTube Shorts, Snapchat, or mobile display placements, vertical formats are now central to brand communication. Keeping verticals in mind from the very beginning of production isn’t just a technical choice — it’s a strategic one that directly impacts engagement, brand recall, and ROI.

Mobile-First Viewing Dominates

Most consumers now watch content on their phones, not TVs. This shift in behavior changes how people interact with commercials and branded content.

• Over 75% of social video views happen on mobile.

• Vertical video fills the entire screen, creating a more immersive experience.

• Users hold their phones upright 94% of the time, making landscape video less natural to watch.

This means brands that fail to design for vertical viewing risk appearing outdated or out of touch — or worse, getting lost in the scroll.

Why Vertical Framing Should Start in Pre-Production

Thinking about vertical formats after filming is too late. Cropping widescreen footage into a tall 9:16 frame often results in:

• Lost visual information

• Misaligned compositions

• Cut-off subjects or products

• Reduced emotional impact

• Lower-quality viewing experience

Instead, vertical considerations should be part of the earliest planning stages, including:

• Scriptwriting

• Storyboarding

• Shot lists

• Casting

• Set design

• Camera movement

When the creative team understands the final frame from the beginning, the entire production naturally aligns with vertical storytelling.

Vertical Videos Feel More Native to Social Media

For commercials running on social platforms, the goal is to blend in — not feel like a disruptive traditional ad. Vertical content does exactly that.

Benefits include:

• Higher watch-through rates because it feels like organic content

• Stronger engagement due to full-screen immersion

• Better performance with influencers, who often film vertically

• More emotional immediacy, as vertical framing feels personal and direct

A vertical-first approach helps commercials appear relatable, modern, and platform-appropriate.

Vertical Shots Support New Editing Styles

Modern editing for social and mobile formats is faster, tighter, and more rhythm-driven than traditional commercial pacing. Vertical formats naturally support:

• Close-up shots that feel intimate and expressive

• Dynamic text overlays for quick messaging

• Split-screen effects for comparison-style ads

• On-screen captions, which are now essential

When framing for vertical, editors gain more energy, clarity, and flexibility in the final cut.

Vertical + Horizontal = The Most Powerful Combination

While vertical videos dominate social platforms, horizontal content still matters for:

• Broadcast

• Streaming

• Websites

• Presentations

• In-venue screens (common in Las Vegas hospitality and entertainment)

This is why many professional productions now shoot multiple aspect ratios simultaneously, such as:

• 9:16 (vertical) for TikTok, Reels, and Shorts

• 1:1 (square) for feed posts

• 16:9 (horizontal) for YouTube and TV

• 4:5 for Instagram and Facebook ads

By planning for verticals ahead of time, productions can capture all needed versions efficiently, without reshoots or awkward re-framing.

Vertical Storytelling Is Its Own Art Form

Vertical video isn’t just a technical format — it changes the creative approach entirely.

When shooting vertically, filmmakers can:

• Emphasize height and movement, like walking shots or tall architecture

• Create intimate spaces, highlighting faces and details

• Use center framing, which is visually strong and attention-grabbing

• Capture immersive POV shots that feel personal

• Highlight products in bold, clear ways

This opens new opportunities for storytelling that horizontal framing can’t always match.

Why Vertical Matters Even More in a Fast-Paced Market Like Las Vegas

Las Vegas brands — from resorts to restaurants to entertainment venues — rely heavily on social media to reach tourists and locals. Their audiences are discovering experiences on TikTok, planning nights out on Instagram, and sharing their journeys online.

Vertical content helps brands:

• Stand out in a competitive landscape

• Showcase dynamic visuals like neon, nightlife, and venues

• Capture the energy of the city in a mobile-friendly way

• Reach visitors who rely on mobile search during their trip

In a visual city like Las Vegas, vertical video is a major competitive advantage.

Final Thoughts: Vertical Isn’t Optional — It’s Essential

Vertical video isn’t just a trend; it’s the default way people consume content. By keeping vertical formats in mind from the start of a commercial production, brands gain:

• Better engagement

• Stronger storytelling

• More creative flexibility

• Higher ROI across platforms

The future of advertising is mobile-first — and that means thinking vertically. Brands that embrace this shift will have a major advantage, while those who ignore it risk falling behind.