Videography allows us to connect with our customer emotionally, quickly sharing our brand personality through visuals. It also allows us to share information that influences decision-making in a unique way. By appealing to both emotion and logic, we’re using videography in our brand strategy to create engaged, motivated customers.
CUSTOMER HAS A PROBLEM
Identify the problem that the customer is facing. Ask yourself questions like: how did this problem affect the customer? Is this problem changing over time? How long has the problem existed?
THEY ARE INTRODUCED TO US
Now imagine that the customer is introduced to a possible solution to their problem through one of our services or products. How does the discovery happen? How does it make the customer feel? Consider this the turning point of the story.
WE SOLVE THEIR PROBLEM
Showing how the problem is solved is the most important part of the story. The end should tie up all loose ends resulting from the problem and complete the circle of logic from onset of problem to final resolution.
While videography aims to accomplish one overarching brand strategy, we use various types of videos for different scenarios and audiences.
These are engaging stories about our purpose, our customers and our employees.
Examples include heroic deeds of our customers or unique stories about our diverse workforce.
High-level stories about how a solution, service, software or product can help a community solve a problem.
Stories that speak to specific features and benefits of a product or offering.
CUSTOMER SUCCESS STORY
These are emotional stories about how we helped a customer achieve a successful outcome. These video case studies use evidence to help tell a specific customer story about the successful deployment of a solution, service, software or product.
These are very short videos that showcase a single key idea from either a brand, overview, feature, case study or customer story video. They are designed for social and may only be as long as a page scroll.
Default framing should be a medium shot where the body is framed either in the right or left third. Ideally, the shot is wide enough so that the subject’s hands are visible.
Default framing should be a close up shot where the head is framed either in the right or left third. The shot should be tight enough to show facial expressions, but avoid cropping too much into the head.
We’ve created a comprehensive graphics package to standardize the common motion graphic elements within our videos and drive global consistency. The package includes templates for: Intro/Title, Lower Thirds, Feature Callout(s) and Outro (closing). See below for a brief description of how to leverage each graphic element.
LOWER THIRDS (RIGHT)
A lower third is a graphic overlay placed in the title-safe lower area of the screen, most commonly used to identify people and companies. Our templates accommodate text for a speaker’s full name, business title and organization.
When the speaker is positioned to the left of the video frame, use the lower third positioned to the right of the video frame.
LOWER THIRDS (LEFT)
When the speaker is positioned to the right of the video frame, use the lower third positioned to the left of the video frame.
A callout is used to direct a viewers attention to a specific area of the screen.
Video introductions (intros) are used to set up or add context to the story. We use video intros to:
- Name the video (title of the video)
- Set up the story or provide background information
- Call out a specific technology or service
VIDEO INTRO (TOP)
When the action is positioned at the bottom of the video frame, use the video intro graphics that are positioned at the top of the video frame.
VIDEO INTRO (BOTTOM)
When the action is positioned at the top of the video frame, use the video intro graphics that are positioned at the bottom of the video frame.
Video outros are the visuals at the very end of the video. This consists of our signature and an optional, customizable call-to-action URL. It’s a great way to end the video, ensuring our audience associates the video and content with Motorola Solutions and our brand.
Basic Color Correction
Whether you are using video in log or photos in RAW, be sure to color correct both photo and videos. Don’t use assets where colors are washed out or desaturated. When color correcting, keep colors natural and balanced.
Our source video is flat and lacks contrast and saturation.
COLOR CORRECTED SHOT
This has been color corrected with: adjusted white balance, lowlights, midtones and highlight exposure. In addition to the adjustments, we’ve added contrast and saturation.
Music and Voice Overs
Music is one of the most powerful devices for adding personality and emotion to a piece of content. The music that we use in videography reflects our position as a trusted industry leader. It is bold, inspiring and professional.
We choose contemporary music that reflects a modern organization, but we stay away from trends or overly-dramatized composition. The music that we choose should sound and feel in harmony with our overall brand personality.
Final delivery formats can vary by project, but generally all vendors should provide us with the following:
4K or 1080P ProRes (10bit) Quicktime with uncompressed audio
4K or 1080P h.264 encoded at 12.0 Mbps with AAC audio at 320 Kbps in either an .mp4 or .mov container
Original camera files, including unused clips
Video project NLE files (Adobe Premiere only)
All associated graphics, music or videos files associated with the final project
Source files for any graphics (Illustrator, Photoshop or Illustrator files)
Supported Cameras and Recording Settings:
Sony FS7, Sony F5, Sony F55
4096 x 2160 at 23.976 fps
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