First we define what the video should do: introduce a product, explain a service, support a campaign or strengthen the brand. The script, length and output formats follow from that purpose.
I shoot every video optimized for multiple platforms: 9:16 for TikTok/Reels/Stories, 1:1 for the Facebook Ads feed, 16:9 for YouTube/web. One shoot → 3-5 final formats. You don't pay again for every export.
For PPC campaigns I deliver 2-3 variants – you test which one converts best. An A/B test on the hook in the first few seconds (the first seconds decide whether the viewer stays).