Vertical isn’t the crop, it’s the canvas.
Most teams plan the story first and the platform last. Then on deadline they carve a horizontal into vertical and wonder why the cut feels lifeless.
If you need content that works everywhere, you’ve got three options.
→ Shoot 16×9 crop. You’ll lose about 68% percent of your frame. Fast, but it feels like choosing which finger to cut off.
→ Shoot twice. Horizontal and vertical. It works, but it slows the day and drains the budget.
→ Or go AtlasScope. Rotate the body, keep the anamorphic, capture one tall master, deliver clean vertical and true horizontal from a single take. A little more setup. A lot more control.
At Magnafire we still shoot twice when the brief demands it. But we’re leaning into AtlasScope to protect composition and momentum. The frame should serve the story. Not the other way around.