For a long time, recording a video was relatively straightforward in terms of format: landscape, 16:9 aspect ratio… and that was it.

The idea was to publish on a web platform, on YouTube or in presentations, and everything fitted within that standard.

But content consumption has changed. And significantly.

Today, that same video must be viewable simultaneously on a website, on LinkedIn, on YouTube, on Instagram, on TikTok, on Facebook or in a digital advertising campaign.

And each of these channels has its own rules, its own formats and, above all, its own way of capturing attention. The result is clear: what works horizontally doesn’t work the same way vertically. And what was designed for a large horizontal screen loses a lot of its impact when viewed on a mobile phone in portrait mode.

This is where a concept that is becoming increasingly important in audiovisual production comes into play: liquid formats.

Thinking about the video from the start (rather than at the end)

One of the most common mistakes is to shoot a video with only one format in mind – usually landscape – and, once it’s finished, try to adapt it ‘as best you can’ to the other formats used on different platforms.

• haphazard cropping
• exaggerated aspect ratios
• content squeezed vertically
• elements that are cut off or disappear
• text that falls out of frame…

A quick fix and a botched job, in short.

The alternative is far more effective: thinking of the content from the outset as an adaptable piece. That means making decisions right from the shoot:

• how the action is framed,
• where the important elements are placed,
• what margins are left,
• how the composition is planned

It’s not about recording three different videos, but about recording one that works across all of them.

The rise of vertical video (and why you can’t ignore it)

The vertical format is no longer a trend. It’s an established reality. It dominates social media consumption.

Most content consumption takes place on mobile devices, and platforms such as Instagram, TikTok or even LinkedIn clearly prioritise this type of format. It’s immediate, immersive and takes up the user’s entire screen.

What does this mean for a business?

It means that if your content isn’t adapted to the vertical format, you’re missing out on impact where the most attention currently lies.
But be careful: it’s not about choosing between vertical or horizontal. It’s about using both intelligently.

One file, multiple versions

This is where the value of good planning and professional editing comes into play.

When a video has been filmed with flexible formats in mind, it is possible to create different versions without losing quality or consistency:

A landscape version for the web or YouTube.
A portrait version for social media.
A square version for specific advertising formats.
The message remains the same. The narrative is preserved. And the viewing experience is complete.

And that makes a huge difference to the results.

It’s not just about cropping: it’s about adapting

Adapting a video to different formats isn’t simply a matter of changing the framing. It’s a process that involves:

• Repositioning visual elements.
• Adjusting text and captions.
• Rethinking the composition of certain shots.
• Ensuring that the important elements are always where the viewer can see them.
• When this is done well, the user doesn’t realise they’re watching an ‘adapted version’. The content simply works.

What does a company gain from this approach?

• Beyond the technical aspects, there’s a clear benefit: efficiency.
• A single shoot can feed multiple channels.
• The same content can have a wider reach and distribution.
• The investment is fully optimised.

And, furthermore, the brand is perceived as up-to-date, adapted to real consumer habits.

Thinking about formats means thinking about results

These days, it’s not enough just to have a good video. It has to work wherever it’s going to be watched.

That’s why, at Lucentum Studios, we approach every project by thinking from the outset about its journey: where it will be viewed, in what format, and how to adapt the content so that it retains its impact on every platform.

We handle the filming and editing so that a single video can be transformed into different versions without losing its impact or coherence.

Because ultimately, it’s not about making more videos.
It’s about making them better… and ensuring they work everywhere.

If you’re thinking of creating audiovisual content for your business and want to get the most out of it on social media, your website or digital campaigns, tell us your idea.

Sometimes, the difference isn’t in filming more takes, but in making effective use of what’s already been filmed.