The Rise of Vertical Filming: Why Your Next Shoot Should Be Upright
At Buttercup Venues, we have a front-row seat to the evolution of content creation. For years, the standard has been the cinematic, horizontal frame. But the landscape is changing, and it’s changing vertically. We’ve seen a dramatic increase in brands, filmmakers, and creators using our versatile LA venues to shoot content specifically for mobile-first platforms.Vertical filming—recording video in a portrait (9:16) orientation—is no longer a niche trend; it's a dominant force in digital marketing and entertainment. Driven by platforms like TikTok, Instagram Reels, and YouTube Shorts, this format is designed for how audiences consume content today: on their phones.
Examples of Popular Vertical Videos
To see the power of vertical video in action, look no further than these popular examples from leading creators and brands:
Product Marketing (Gucci): Gucci’s Horsebit 1955 Campaign
Why it works: This video uses the vertical frame to create a cinematic, portrait-style ad. It feels intimate and high-fashion, perfectly optimized for how its audience browses on mobile.
Entertainment (Charli D'Amelio): Viral Dance Trend
Why it works: The vertical format is native to dance challenges, capturing the full body of the performer and making the content feel personal and easy to replicate for users.
Education (Gordon Ramsay): Quick Cooking Tutorial
Why it works: This "how-to" video uses quick cuts and text overlays to deliver information efficiently. The vertical view provides a clear, top-down perspective of the cooking process.
A Historical Shift: From Landscape to Portrait
For over a century, filmmaking was exclusively a horizontal art form, designed for movie screens and televisions. The paradigm shift began with the advent of the smartphone. As users naturally held their phones upright, a new canvas for visual storytelling emerged. This user behavior gave rise to platforms like Snapchat in the early 2010s, which pioneered vertical, ephemeral content. However, it was the explosive growth of TikTok that cemented vertical video as the dominant format for short-form entertainment, forcing creators and brands worldwide to rethink their entire approach.
Disrupting the Director's Chair: Hollywood's Vertical Challenge
The vertical revolution is now sending shockwaves through Hollywood, disrupting traditional filmmaking in several key ways:
A New Creative Language: Cinematographers who have perfected the art of the 16:9 frame are now challenged to compose for a tall, narrow 9:16 aspect ratio. It forces a different approach to framing, often centering the subject and using height to create impact, a fundamental departure from traditional cinematic rules.
Marketing Transformed: Gone are the days of simply posting a horizontal movie trailer online. Studios now create bespoke vertical trailers, behind-the-scenes clips, and cast Q&As specifically for platforms like TikTok and Instagram Reels. This native content is essential for reaching younger audiences where they live.
On-Set Adaptation: Productions are adapting on the ground. We are seeing more professional cameras mounted vertically on set and crews shooting content simultaneously for both horizontal (the film) and vertical (social marketing) formats, requiring new workflows and a different creative mindset during production.
5 Examples of Vertical Content Perfect for Buttercup Venues
Our diverse portfolio of production-ready spaces in Los Angeles provides the perfect backdrop for high-quality vertical content. Here are five examples of how our venues can be used to create engaging vertical videos:
1. The High-Energy Workout in a Premium Gym Setting
A fitness influencer or athletic apparel brand can create dynamic workout tutorials or challenges in a real, fully-equipped gym. The vertical format is perfectly suited for fitness content, capturing the full range of motion during exercises like pull-ups or kettlebell swings. It naturally frames the human body, emphasizing power, form, and movement. Shooting in a professional gym environment lends instant credibility and an authentic, high-energy backdrop that resonates with health-conscious audiences.
2. The Exclusive Product Showcase in a Gallery
A brand launching a new luxury product—like a watch, handbag, or tech gadget—can create a powerful vertical video in one of our minimalist gallery spaces. The clean lines and open feel of a gallery allow the product to be the hero. The 9:16 frame focuses the viewer's eye directly on the item, creating a sense of intimacy and desire.
3. The Behind-the-Scenes Glimpse at a Studio
Give your audience an exclusive peek behind the curtain of a larger production. A quick, energetic vertical video shot at one of our professional studios—showing the crew, lighting setups, and on-set action—makes for compelling social content. It showcases the scale of your production while feeling authentic and native to platforms like Instagram Reels or TikTok.
4. The "Day in the Life" of an Artist in a Sun-Drenched Loft Studio
Our sun-drenched lofts offer the perfect controlled environment for an artist to create or showcase their work. A vertical video can capture the intimate details of their process—mixing paints, the texture of a canvas, a focused expression—all set against an aspirational and clean backdrop. The natural light and high ceilings of our lofts make both the art and the artist the star of the show.
5. The Quick-Tip Tutorial in a Furnished Office
A business expert or corporate brand can shoot a series of 60-second educational videos in one of our furnished office locations. The professional setting lends instant credibility. The vertical format is ideal for a "talking head" style video, with plenty of room for engaging text overlays and captions to capture viewers who watch without sound.
Best Practices for Vertical Filming in Our Venues
When clients use our spaces for vertical shoots, we always recommend a few key practices:
Center Your Subject: The vertical frame is narrow. Keep the main action or subject centered to ensure nothing important gets cut off.
Leverage the Space's Lighting: Whether it’s the beautiful natural light in our lofts or the controlled environment of our studios, use lighting to create a high-quality, professional look.
Plan Your Composition: Use the height of the vertical frame to your advantage. Think about leading lines, foreground elements, and background details within our venues to create a visually dynamic shot.
Capture Crisp Audio: While many watch without sound, good audio is crucial for those who don't. Our controlled indoor spaces are perfect for capturing clean sound with an external microphone.
Conclusion: Your Vision, Any Orientation
The rise of vertical video is a testament to the ever-changing demands of modern audiences. At Buttercup Venues, we understand that creativity isn't confined to one aspect ratio. Our portfolio of production-ready venues in Los Angeles is designed to support your vision, whether it's a cinematic feature film or a viral 15-second vertical short.
