TVC, UGC or DVC: which film does your brand need?

Video is now the default format for almost every campaign. The question is no longer whether to make a film, but which kind.

TVC: when you need scale and trust

A television commercial is scripted, cast and shot to a broadcast standard. It suits launches, festive campaigns and moments where the brand needs to feel big and established.

UGC: when you need to feel real

Creator-led content is shot vertically and speaks like a friend, not a brand. It works best for product demos, reviews and performance ads where authenticity drives the click.

DVC: when you need a story that travels online

Digital video content sits between the two. Think brand films and campaign series built for YouTube, OTT and social, with cut-downs for every platform.

Most brands need a mix

A strong campaign often pairs one hero film with a batch of UGC cut-downs. Planning them together from day one saves budget and keeps every piece on message.