Like other branded promotional materials, videos produced by Ohio State should be of the highest quality to properly represent The Ohio State University.
Video production is a time-consuming, expensive process. The use of video should be carefully considered.
Key elements to consider:
- Action: Is anything going on, or is this just a “talking head”? If no other footage can be incorporated, reconsider whether video is the best option.
- B-roll: What opportunities are there to use other footage to illustrate the story?
- Timeliness and turnaround time: How quickly can you reasonably produce the video, and is there a need to turn it quickly?
- Exclusivity: Does the video give the viewer a glimpse of something they may never see? (Example: the Buckeye Bullet racing on the Salt Flats.)
Footage should follow guidelines similar to photography:
- A person or people prominently featured
- The use of B-roll (action, artistic representations, shallow depth of field, interesting camera angles, and saturated color to add visual interest)
- A sense of place, using familiar Ohio State locations, icons, and traditions
- When possible, the inclusion of something scarlet or Ohio State-specific. As we know, every university has students reading books together and faculty members pointing to a whiteboard, consulting with a patient, or examining a beaker of liquid. So, consider: Can a book in the background have a red cover? Can the researcher wear her lab coat with the university’s logo on it? Look for ways to add a touch that says, “This is Ohio State.”
Not sure if your ideas are in line with our brand guidelines? The university’s brand team is here to help. Email firstname.lastname@example.org for an art review, samples, or advice.
Clean, clear audio is essential. Background noise should be minimized as much as possible, unless used for effect.