Vertical Is Not Less Cinematic

Vertical video used to be treated like the less professional version of filmmaking — something made quickly for social media, separate from “real” production. But the way people watch media has changed, and the frame has changed with it.

A huge amount of content is now watched on phones. That does not mean every project should be vertical, but it does mean vertical format deserves the same level of thought as any other creative choice. The screen matters because the audience matters.

At Bad Penny Studios, we do not see vertical video as a shortcut. We see it as another frame with its own strengths. A vertical image can feel close, direct, and personal. It works especially well for faces, performances, behind-the-scenes moments, testimonials, product details, and stories meant to feel immediate.

That intimacy can be powerful — but only when it is intentional.

Vertical filming is not just taking a wide shot and cropping it later. It changes how a subject is framed, how movement works, how space is used, and how the viewer connects with what they are seeing. Good vertical work still needs composition, lighting, pacing, performance, and direction.

The goal is not to choose vertical because it is trendy, or horizontal because it is traditional. The goal is to choose the format that best serves the story, the platform, and the audience.

Vertical is not less cinematic. It just has to be made with the same care.