Slate & Shutter • Jul 10 • 2 min read
Why We’re Still Shooting in 4:3 Aspect Ratio in 2026 (And When Your Brand Should Too).
Choosing the right aspect ratio for a brand film isn't just a technical setting. It’s a powerful storytelling tool. While modern screens push us toward widescreen 16:9 or vertical formats for social media, at Slate and Shutter, we find ourselves frequently returning to a classic: the 4:3 aspect ratio.
You might associate 4:3 with vintage cinema or old-school television, but in 2026, it has made a massive comeback in commercial videography and brand documentaries.
Here is why we shot two of our recent projects; Kiani Tea and Mad Goat Furniture in 4:3, and how this unique frame can elevate your own brand's visual identity.
1. Drawing Focus to the Craft (The Mad Goat Furniture Approach)
When we captured the brand film and short documentary for Mad Goat Furniture, our goal was to immerse the audience in Alex’s personal story and his meticulous creative process.
Widescreen formats are great for sweeping landscapes, but they can introduce distracting empty space on the sides of a frame. By choosing a 4:3 crop, we boxed out the noise of the wider workshop and forced the viewer's eyes directly onto the details that matter: the texture of the wood, the movement of the tools, and the raw emotion on the craftsman's face. It creates an intimate, human connection that standard widescreen simply can't replicate.
2. Accentuating Unique Spaces (The Kiani Tea Solution)
Sometimes, the aspect ratio is dictated by the architecture of the space you're shooting in. When we filmed the commercial assets for Kiani Tea, we were working inside a physically compact location, but it featured stunning, incredibly high ceilings.
If we had shot this in a traditional widescreen format, we would have cut off the beautiful vertical architecture of the room, or been forced to push the camera back so far that we lost the intimacy of the product. By framing in 4:3, we captured the height of the space perfectly. It allowed us to verticalize a horizontal frame, showcasing the grandeur of the environment while keeping the tea and the branding front and centre.
3. Creating a Distinct "Cinematic" Feel
In a world saturated with standard digital video, brands need to look visually distinct to catch an audience's attention. The 4:3 aspect ratio immediately signals to a viewer that they are watching something intentional, artistic, and cinematic. It adds a poetic, nostalgic weight to the finished film, transforming a standard promotional video into a piece of art.
Is 4:3 Right for Your Next Brand Project?
The best visual assets are built on purposeful design. If your business relies on storytelling, fine craftsmanship, intimacy, or unique architectural spaces, stepping outside the widescreen box might be exactly what your brand needs to stand out. At Slate & Shutter, we design every commercial, documentary, and social asset around the unique DNA of your business.
