Video Brand & Technical Guidelines
Video at CU Boulder’s College of Engineering & Applied Science is centered on empathetic storytelling, authentic human-centered messaging, and natural, contemporary cinematography.
Video is one of the most powerful mediums to convey an intentional, succinct message and serves to elevate and humanize our community and brand. We collaborate with partners to create thoughtful video stories that help drive business goals.
Styles
We approach video from two main styles – documentary interview-based videos and scripted videos. Documentary style videos are a persuasive medium for creating an empathetic human connection with an audience. Scripted videos are better suited for marketing and promotional communications that need to convey a targeted message within a time limit.
Documentary Interview-style
These videos are interview-based, driven by sound bites and akin to a documentary look and feel. We utilize this approach to celebrate alumni, highlight faculty, and profile students. These videos should feel genuine and human-centered, bringing the target audience into the worlds of the people we feature.
[video:https://www.youtube.com/watch?v=zlWq7jetGZ4]
Scripted
These videos are based on a written script, delivered either by an on-camera talent or voiceover(s), and driven by b-roll visuals, graphics, or animations. We use this style to directly educate an audience on College offerings, market our pride points, and welcome the audience into our community. These videos should feel smart, thoughtful, and inviting.
[video:https://www.youtube.com/watch?v=66p-aHhFns8]
Technical Guidelines
These are guidelines for video shooting and delivery–whether created in-house, through a freelancer, or with production company.
Resolution
Minimum: Video produced should be recorded at a minimum of and exported at 1080HD quality (1920x1080)
Preferred: shoot and delivery specifications are 4K (3840x2160) or above.
Low res: No footage below 1080p should be used unless it is archival.
Framerate
Except for extenuating circumstances, all final videos should be output at 29.97 fps. Though 23.97 fps is standard for cinema, 29.97 fps is more conducive to web hosting as well as sharing with external media.
Different frame rates can be used for different purposes, especially in the creation of slow-motion shots. Therefore, videographers should use their professional discretion in deciding what frame rate to record in.
Bitrate
When possible, all footage should be recorded in the highest possible bitrate available. This will allow for better color, detail, and video quality in the final product.
Color Correction & Grading
In-house, all footage is shot in sLog3 SGamut.Cine from the Sony A7Siii and A7iii.
Both cameras prefer, in general, to be overexposed by 1-1.5 stops in Slog3, but monitor histogram.
Avoid Auto White Balance when shooting and instead set a custom Kelvin white balance per scene, per camera for ease of color correction and matching in post.
For color correction, skin tone accuracy is first priority followed by mid-tones at approximately 70 IRE.
If a video is not going to receive professional color treatment, it should be filmed in a ‘standard’ color mode, allowing for the most natural in-camera color and saturation.
If a video is going to receive color correction/grading, it should be filmed in a flat color profile. Higher-end mirrorless and cinema cameras have this setting built in though, depending on the brand, profiles come in different names (S-Log, C-Log, Cine, etc.). Videographers should discuss with project managers and the editor and/or colorist to determine which setting makes the most sense per project.
Final videos should be graded to natural colors — not over/under saturated or too heavily influenced in one color direction.
End Screen
Unless otherwise specified, all videos should end with 5 seconds of an all white or black background and the accompanying ‘College of Engineering & Applied Science’ lockup. Logos can be found here.
Technical Specifications for Final Export
Video Codec: H.264
Container: MP4 or MOV
Audio Codec: AAC-LC
Sample rate: 48khz
Frame rate: 29.97fps
Note: If raw footage is not provided for any reason, a Prores 422 output should also accompany the h.264 final.
Delivery
All raw footage and final edited video must be delivered to the College's Marketing & Communications Creative Team via a Mac or Windows friendly medium:
- External Drive formatted to exFAT
- OneDrive
- Google Drive
- WeTransfer
- FTP