Six seconds is a format, not a compromise.

Short-form is often treated as the cut-down: take the hero film, trim it, add a super. The result is a fragment of a story that never fully began.

One idea, one frame

Six seconds can hold exactly one idea, beautifully. That forces the most useful question in advertising: what is the single thing we want someone to feel or remember?

Give us the brief. We'll find the story — even if it only has six seconds.

Design for sound off

Most short-form is watched without sound. Composition, typography and movement have to carry the message on their own; sound is the reward for those who turn it on.

Plan the series, not the spot

The strongest short-form campaigns are written as series from the start, so each film earns its place and the audience starts to recognise the pattern. Planned at the scripting stage, a series costs far less than a set of unrelated cut-downs.