Social cutdowns for Tallow & Twine
Forty vertical cutdowns from one campaign shoot, each built for a specific platform. A case study by Ethan Walker, Video Editor for YouTube & Brands.
Challenge
Tallow & Twine, a home fragrance brand, had a beautiful campaign film but only one horizontal version, which performed poorly on social feeds.
Solution
I cut 40 vertical and square versions with platform-specific hooks, captions and lengths for Reels, TikTok, Shorts and paid ads.