The old workflow: shoot one 60-second hero film for TV. Cut a 30, a 15, a 6-second bumper for YouTube pre-roll, three vertical loops for Instagram, one for TikTok. Ship. Sleep.
The new reality: every one of those placements has its own grammar. A hero film cut down to nine seconds vertical isn't a nine-second vertical film. It's a bad nine-second vertical film.
The producers who are winning right now are the ones designing for the platform first. TikTok gets a native concept. YouTube long-form gets an editorial cut. The 60-second brand film is the museum piece — still worth making, but no longer the sun that everything else orbits.