Cinematographer and Camera Assistant Nick Eagleston Shoots Social Media-Ready Spots with AJA ROI-SDI 

Commercial production approaches are evolving in tandem with the continued growth of the creator economy. This is especially true as more brands opt to distribute video ads on social platforms, in addition to traditional broadcast and OTT services. With social media sites favoring vertical video, many production crews are adapting quickly by updating their pipelines to support simultaneous monitoring and recording of horizontal and vertical video on set. Nick Eagleston is a freelance cinematographer and camera assistant rethinking his workflow to align with the shift.  

In anticipation of projects that demand both formats, he recently added an AJA ROI-SDI scan converter to his kit. It allows him to rotate, crop, and scale a live 16:9 camera feed into a dedicated 9:16 vertical output. He found this solution useful when acting as a camera assistant on a large-scale sunscreen spray ad campaign featuring makeup influencer Patrick Starrr, directed by Andy Vallentine, and shot by Cinematographer Nick Ramsey. “Managing visuals for both horizontal and vertical formats was one of the toughest aspects of this project, but AJA ROI-SDI made it easy,” he explained. “It helped us ensure the commercial looked perfect while also giving the director, producer, and client confidence in the vertical shots for social media distribution.” 

Framing for the new normal 

The first half of the shoot was dedicated to capturing a polished, stage-built beach scene for a traditional spot that would also be shared on social platforms. Then, influencers created content on set. More than 100 people were involved, with tons of content captured for socials alongside the main ad. Rather than relying on frame lines overlaid on a horizontal monitor to preview how the ad would look on social channels, Eagleston was able to deliver a real-time vertical video signal on a dedicated 24-inch HD display. Stakeholders were able to clearly monitor the composition exactly as it would appear in final deliverables and record a copy of that version for social media use. 

“The ROI-SDI was a lifesaver,” he noted. “It gave us a precise vertical feed without guesswork. Frame lines can be distracting, but when you have a full vertical monitor, everyone immediately understands what they’re getting.” 

The workflow was straightforward yet effective. The wireless camera signal was sent to a monitor, routed via SDI into the ROI-SDI, then configured via laptop to set exact crop values. Once dialed in, the laptop was disconnected, and the converter was mounted to the back of the vertical monitor. Running on AC power, the system performed reliably throughout the day. 

Adapting to evolving formats and advancing creativity 

With social media driving campaign strategies, vertical video has become just as critical as widescreen content. For the project, ensuring precision was non-negotiable, as the spot would live on social platforms. “Vertical is king right now,” Eagleston explained. “On platforms like TikTok and Instagram, framing is everything, and it’s easy to crop too tight or miss important details. ROI-SDI makes it possible to show clients exactly what the final vertical product will look like on set.” 

For Eagleston, part of the appeal of the craft lies in adapting to evolving challenges, such as the need to support vertical video on set. The fast-paced nature of the format encourages him to experiment with new approaches and gear like ROI-SDI. “Every shoot is different; one day you’re on a mountaintop, the next you’re on a fake beach,” he concluded. “The challenge is balancing multiple deliverables without compromising quality. Having tools like ROI-SDI helps make that possible.” 

With the commercial world continuing to blend cinematic craft and social-first storytelling, workflows like Eagleston’s illustrate how the right tools can help bridge tradition and innovation in today’s creator economy. 

About ROI-SDI  

AJA’s ROI-SDI Scan Converter enables high quality conversion and extraction of a Region of Interest (ROI) from a 3G-SDI input to both 3G-SDI and HDMI mirrored outputs in a compact, portable form factor. It offers powerful image scaling, aspect ratio conversion, and audio functionality to meet diverse display and workflow needs without sacrificing space or budget. With a 3G-SDI loop through, reference input, and flexible audio routing via free AJA Mini-Config software, ROI-SDI integrates easily into production environments.

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