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Video

 

The University of Arizona's video community is a group of visual explorers who connect worlds of research, academia, campus life and our local community and business partners through the creation of video packages that inspire, educate and engage.

We seek unique stories and characters to inspire compelling plots/narratives that bring out confidence, innovation, creativity and impact. Visual simplicity is key to strong, emotional and meaningful messages. Together, we will express the Arizona brand through original, bold and high-quality videography. To get involved in Arizona Creative Video community, contact us at brand@email.arizona.edu.

VIDEO COMMUNITY GOALS

  • Network and connect 
  • Provide resources
  • Guide video production branding       
  • Assist with budgeting and equipment rental
  • Provide opportunities for professional development
  • Share motion graphics and b-roll assets
  • Create a talent/casting directory
  • Develop a location catalog

OVERVIEW

Video give us the opportunity to tell our stories and show how the University of Arizona cultivates wonder, while also inspiring others to seek out wonder in themselves. Since our videos are based on real students, faculty and alumni, the tone should feel human, inspiring and tap into that desire to create and explore. The look and feel should capture the spirit of a documentary, mixed with the beautiful, scenic natural environments of Arizona.

So, when creating video content, try to carry through that visual style. When filming subjects, catch them in action, while also capturing snippets of their lives and personal moments. And always try to make sure they come from an authentic, relatable place.

 

ABOVE ALL ELSE, AIM FOR EVERY VIDEO TO

  • Share a compelling story
  • Have a defined purpose (is this to raise money, bring awareness, lecture capture, documentation?)
  • Represent the Arizona Brand look and feel

QUESTIONS TO ASK BEFORE CREATING A VIDEO

  • What is the message/purpose?
  • Why are you filming this? Is this the best medium to tell your story (is the subject comfortable on camera, is the story visual or emotionally moving)?
  • Who is your audience?
  • How will this video be used/distributed (social media, e-blast, newsletter)? *Video can be edited in multiple lengths for different outlets.
  • Where will the video play from (YouTube, Vimeo, department website, external drive, DVD)?
  • Are you able to re-purpose any existing video assets?

COMMON TYPES OF VIDEO

  • Instructional/educational
  • Marketing
  • News/informational
  • Event coverage

ARIZONA VIDEO STYLE

Your creativity and unique voices are key to the University of Arizona. These guidelines are meant to promote a sense of cohesiveness in video productions across campus.

Arizona videos embody a clear message delivered free of distraction and includes only essential content. It aligns with the university’s purpose & values.

THE FEEL: OPEN AND WELCOMING

  • Focused (one message or story)
  • Inspirational
  • Positive
  • Candid
  • Dynamic

THE LOOK: SIMPLICITY 

  • Clean compositions with a minimalist foundation
  • Emphasis on the story
  • Removal of anything that doesn’t help tell your story

TIPS TO DEMONSTRATE OPEN AND WELCOMING:

  • Choose light/bright spaces
  • Try to shoot outdoors to highlight Tucson's blue skies and year-round sunshine
  • Depict white sunlight instead of yellow sunlight
  • Lighten foreground 
  • Use dynamic compositions to feature the university's environment/landscape 

TIPS TO DEMONSTRATE SIMPLICITY:

  • Shoot in open spaces 
  • De-clutter shots 
    • Use shallow depth of field to isolate subject
    • Blow out a busy background

 


 

WHAT TO AVOID

  • Yellow sunlight (often used by competitors)
  • Framing, dark vignettes
  • Poor lighting 
  • Busy backgrounds/composition
  • Centered framing for interviews

no_yellow_sunsets.jpg

Yellow sunsets
Yellow sunsets, dramatic lighting, silhouettes

no_vignettes.jpg

vignettes
No vignettes

harsh_shadows.jpg

harsh shadows
Harsh shadows

poorly_lit.jpg

poorly lit
Poorly lit

acr3748292265670411017.jpg

busy backgrounds
Busy backgrounds

acr37482922656704-92469.png

centered or unusual framing
Centered or unusual framing

CAMERA MOVEMENT

  • Camera movement (pans, tilts, zooms, etc.) impacts your storytelling
  • Use a variety of techniques that don't distract from the overall message
  • Movement should be as meaningful as the words used in the script
  • Strive to find ways to be creative, innovative and original
  • Focus on a balance between creative and comfortable viewing — while some techniques seem fun, they may be distracting to viewers

AUDIO

  • Audio can make or break content
  • Be conscious of audio mixes
    • Background music, or loud sounds, that drown out dialogue can affect the impact of your videos
  • Audio should be clean and understandable
  • Be aware of copyright limitations with music or sounds
    • Failure to do so may result in a pulled project

ASPECT RATIOS

The most common video size is 16:9 (widescreen). Full HD/Blu-Ray resolution is 1920 x 1080p.  4K/UHD has a resolution of 3840 x 2160p. True 4K does not have a 16:9 aspect ratio and is twice as tall as it is wide, with a resolution of 4096 x 2160p.

COMMON FILE EXPORT SETTINGS

  • HD 
    • H.264, .mp4, 1080p
    • H.264, .mov, 720p
  • UHD/4K (Ultra High Definition) 
    • H.264, .mp4, 3840p 
  • True 4K
    • H.264, .mp4, 4096p
    • YouTube will show with black bars at top & bottom (letterboxed)

screen_shot_2017-09-15_at_1.52.09_pm.png

UHD 4k
UHD 4K (Ultra Hi Def) 3840 x 2160 pixels is 16:9 aspect ratio same as YouTube (notice - clean frame)

screen_shot_2017-09-15_at_1.49.13_pm.png

True 4k
TRUE 4K - 4096 X 2160 pixels are not 16:9 aspect ratio and doesn’t fit YouTube’s frame precisely (notice - black bars top and bottom)

Legal Considerations

FORMS AND COPYRIGHT REGULATIONS

  • All models and video participants need to sign a release form, granting ownership of the footage to the University of Arizona for use in any current and/or future productions 
  • Understand copyright regulations for all purchased content, such as photography, B-roll, music, etc.
  • Location permits may be necessary

CAPTIONS AND AUDIO DESCRIPTIONS

  • The Disability Resource Center is available for information regarding the use or development of accessible audio/video materials: itAccess@email.arizona.edu or 520.621.3268
  • DRC will contact instructors whose students have requested captioned course materials
  • DRC can also recommend captioning and audio descriptive services
  • For more detailed information and questions about accessible media please click here
 

Contact Marketing & Brand Management

We are excited to partner with you to advance the Arizona brand, purpose and values.

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