摄像

All video projects should begin with a clear understanding of the communication objectives as well as a thoughtful storytelling approach. 在制作任何视频之前，制作人应:

• 确定语气和沟通目标.
• 定义目标受众.
• 定义动作和/或对话.
• 确定分销渠道.
• 编制一个完整的射击清单.
• 和摄像师一起寻找拍摄地点.
• Make sure all cast and crew are available within the schedule and budget.
• When budget and timeline allow, provide a storyboard for visuals to align with the script. 
• 努力发展清晰, concise and producible script or project outline based on budget, 时间表和需求.

每个视频都有一个故事, 而故事在很大程度上能引起观众的共鸣, 情感上和逻辑上, 取决于生产技术. That is why every technical and tactical decision should be motivated by the communication objectives set in pre-production, with a careful consideration of tone and context for the target audience. All video should abide by these guidelines for each component of production.

照明

• 尽可能使用自然光源.
• Establish a proper white balance to ensure flattering natural skin tones.
• When artificial lighting is required, it should not appear contrived.

作文

• 为观看者创造视觉趣味.
• Consider multiple vantage points at which every shot can be captured.
• When possible, use more than one camera with different focal lengths on each scene.
• 在构建主题时考虑设计原则.

相机的支持

• 对于大多数拍摄，建议相机稳定移动. 相机稳定装置-如云台, brushless motor system or tripod — should be used to create smooth and consistent camera movements. This helps the viewer to focus on the content and not the camera.
• Camera movement should match storytelling objectives and never be erratic.
• Consider other camera mounting options as well as height and proximity for capturing unique angles and environments.

Audio

• 糟糕的音频比糟糕的视频更让人难以原谅. Always use professional recording equipment and monitor sound closely.
• In every environment, consider background, machine and HVAC noise. Position your subject in a location conducive to capturing high-quality and uninterrupted audio.

The production process after shooting the video is very important. This is where editing, music, motion graphics and sound design really come into play. So it’s important to use the approved typography in this brand guide for all supers, 卡片和任何基于排版的动态图形. 我们也建议使用清洁, 场景之间的简单过渡, and ensuring sound design is created in a way that enhances the video, 但这并不妨碍它的雄辩.

• 编辑
  • 节奏应该与预期的能量和语气相匹配.
  • Use simple and sophisticated transitions that do not distract from the story.
  • 确保每个场景的色彩分级一致.
  • Work to hide all cuts both visibly and audibly with supporting footage, 卡片, 动态图形和自然声音.
• 声音设计
  • 始终将音频与视觉同步.
  • 讲话必须清晰可听.
  • 使用授权音乐必须获得法律许可.
  • 选择符合音调和交流目标的音乐.
  • Capture high-quality natural sound to mix in whenever possible. 干净、清晰的声音有助于让你的听众沉浸在故事中.