How we built Tiffany Delights three vertical cuts that live inside a phone

Vertical video ad content: the brief

Tiffany Delights needed campaign video content for its chocolate chip line. The whole campaign was going to live inside a phone, not on a wider screen anywhere.

That meant building at 9 by 16 from the start. A video shot wide and cropped later almost always shows the compromise at the edges of the frame.

Food content lives or dies on the packshot specifically. A viewer forgets clever motion fast, but remembers whether the product looked good enough to buy.

The brief asked for motion that frames the product, not motion for its own sake. Three separate cuts, not one hero video stretched to fit a feed.

Each cut also had to work completely on its own. A viewer scrolling a feed rarely watches all three in order, so no single cut could depend on the other two.

Three cuts meant three chances to earn attention in the same feed, not one long asset repeated with a different caption each time.

What we built

A deep cocoa red fills the ground across all three cuts. Outline cookie illustrations sit on top, and none of them repeat quite the same way twice.

Packs rotate in from the lower edge of the frame. Small leaf sprigs hold the top corners, which keeps the frame from ever feeling empty.

The gold logo lockup stays fixed at the head of frame through every cut. The brand reads the same instant, whichever of the three a viewer sees first.

That fixed position is a deliberate discipline. It matters more in social content built for scroll speed than it does almost anywhere else.

A viewer who scrolls past in under a second still catches the logo, because it never moves from where their eye already expects it to be.

Color, motion and logo placement all repeat identically across the three cuts. That consistency is what makes three separate videos read as one campaign.

Three cuts, one packshot doing the work

Each of the three cuts is built to be watched on its own inside a feed. Every one begins and ends on the pack.

None of them assume a viewer will sit through a longer story first. A feed does not reward that assumption, so the cuts were never built to depend on it.

The motion serves the packshot throughout rather than competing with it. That is the discipline food content depends on, cut after cut.

The product has to be the thing a viewer remembers, not the animation around it. Every choice in the set was tested against that one standard.

A campaign built entirely for one screen size still has to survive being watched at arm's length, thumb hovering, ready to scroll past at any second.

See more social media and content work for other consumer brands in our success stories.