Video

Videos should reflect the brand personality and be able to convey the overall brand tone. Below are examples and guidelines for how to treat various elements when developing videos, but when in doubt, reference the Core Brand Elements. The established color palette, typography, graphic elements, iconography and other aspects of the brand will help create a sense of unity among the various ACE pieces when used consistently. Likewise, follow the Illustration & Animation guidelines when incorporating those elements.

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QUOTES

IDENTIFIERS

READY TO USE VIDEO ASSETS

Use our standard video intro and outro for all ACE videos. You may also use the tagline animation within a video or as an end card.

Video Production

Your roadmap for ACE video production.

Use this document to set the stage and establish the goals we’re trying to achieve for any ACE video shoots or production in terms of style, tone and execution. The intent is to always be natural and authentic regardless of the subject or purpose of the video. Let this outline be your guide.

The Basics

PLANNING YOUR SHOOT – PREPARATION IS KEY.

Develop the concept. Write and create a storyboard before you begin thinking about the production logistics. Keep in mind the idea of “Here to get you there.” and infuse language and imagery that supports the ACE philosophy.
Think about what’s going to look good visually and how your shots are going to come together sequentially to tell that story. Reference our branding and make use of approved graphic elements.
Make sure you have the right equipment for the environments you’re shooting in. Indoors? Outdoors? What about sound? Be prepared.
A pre-production meeting will help check off the list of possible variables. This is a chance to make sure your whole team is clear on what needs to happen on the day(s) of the shoot.
Hair, makeup and wardrobe are crucial. In situations where you can afford a stylist, definitely invest. Always pay attention to wrinkles in clothing, hair that’s out of place and shiny skin. These details matter.
Styling is the key to making the talent look and feel their best. Make sure they wear something that makes them feel their most genuine and comfortable. Give guidance on how professional or casual you want their outfit to be. Be sure to avoid solid dark or light colors and busy patterns that don’t film well.
Always consider the background. Be mindful of distracting elements or poorly placed objects when framing up each shot.

Tips for ACE-ing Video

SHOOT SELECTIVELY

Think before you shoot and avoid overshooting. This will come in handy when you are editing or working with an editor.

QUIET ON THE SET

Always be mindful that when the camera is rolling, it picks up all the ambient sound, not just what you’re focusing on. Avoid unnecessary chatter, humming, squeaky shoes or chewing gum just to name a few examples.

Also, remember to not talk over your subject/participant’s response to your questions. Let them complete their thought before you probe or ask another question.

HOLD ON YOUR SHOTS

Hold your shots for at least 15 seconds before you pan, zoom or go onto another shot. This ensures you have enough footage of a scene to work with later when you do your editing.

NO EXCESSIVE PANNING AND ZOOMING

Don’t constantly pan from side to side or zoom in and out with the camera – hold your shots and look for the one moment that’s really captivating.

SHOOT IN SEQUENCES

Remember that you will be determining what the viewer sees and how the story unfolds, so try to shoot discrete segments that you can then assemble into that story when you’re editing.

In fact, a good ratio to shoot for (literally) is 50 percent closeups and extreme closeups, 25 percent medium shots, and 25 percent wide shots.

HEADROOM AND NOSE ROOM

Leave the proper amount of nose room and headroom in front of and above the person you’re shooting.

Use the rule of thirds:

one-third of the frame should be above the person’s eyes
one-third of the frame should be the person’s face and shoulder area
one-third of the frame should be the person’s lower torso

And if the person is looking to the side, add space in the direction in which the person is looking, in front of their nose.

DEPTH OF FIELD

Be aware of ways to increase the sense of depth within your shot, since video images are inherently flat.

If you’re shooting someone, try to include other objects in the background or foreground that give the viewer a sense of depth. That way the interview subject won’t appear to be just a two-dimensional object on the screen.

A wide-angle shot will provide a much better depth of field than a telephoto shot where you’ve zoomed in on your subject.

CHANGE ANGLES AND PERSPECTIVES

Try to change the point and/or angle of view after every shot. Look for interesting perspectives, rather than shooting everything from eye level.

GET PEOPLE IN YOUR SCENES

Try to get people in your shots, which almost always makes the video more interesting. Don’t do a static shot of the front of a building – try to include people walking in and out to animate the scene.

GET ALL THE SHOTS YOU NEED

Make sure you get all the requisite set-up shots, cut-aways, and so on, even if you don’t think you’ll use them. They may come in handy in the edit room.

Start with an establishing shot – such as video of the person who is the subject of your story – and then remember to get the other kinds of shots you may use to supplement that in your final edit, like B-roll or natural background noise – traffic on a street, birds chirping in a park, etc.

Interviews

Ask the person you’re interviewing to look at you, not at the camera.
Try to avoid a straight-on shot – shoot the person from a slight angle to the left or right.
Don’t use the zoom feature to get a close-up shot of the person – that accentuates movement. Instead, move the camera a little closer to the subject.
Watch out for nervous activity that creates noise – like someone jangling change or keys in their pocket. Stop your shoot, point it out to them, and then start shooting again.
When you start the interview, have the camera roll for a few seconds before you ask your first question.