Chapter VII. The Campaign, Not the Clip
One film is a thing you show people once.A campaign is that film and everywhere it lives afterwards.The feed it runs in. The placements it is paid into.The screen at the event. The page it sits on at home.Planned as one release, against one set of numbers.
VII.a
The Cut, Not the Clip
One shoot is cut into the film, the verticals, the stills and the thumbnails, because a campaign has to appear in four places at once and none of them take the same crop.
VII.b
The Run, Not the Launch
A launch is a day. The run is the weeks after it, which is where the work either keeps earning or quietly stops. What those weeks need is scoped before the shoot, not found afterwards.
