First, a true story. I witnessed a historic act on a video shoot a few months ago. Firstly, the director presented a shooting board in a vertical format, and then a crew member physically turned all our video monitors to a vertical orientation. Now, I’m not sure if all other agencies are already doing this or if we’re among the first ones, but it is the right thing to do when shooting films for social and digital.
These little changes will sound silly and not even remotely historic to anyone outside the advertising industry. But in our world, it signals change and a commitment to a craft for the medium. I must credit our fantastic clients and production partners for supporting this.
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