Video

To develop a quality video, begin by answering these questions:

1. Why do you want to make a video? Is video the best medium for the message?
   • Perhaps you want to communicate an important message or tell a story? Maybe you want to sell something or inspire a call to action?
2. What are you trying to say?
   • Figure out your message(s) and decide what do you want your audience to think, feel, and do with that message.
3. To whom are you speaking?
   • What is your audience like and why will/should they care about your video message or act on it? How old are they? What gender are they? Where do they live? What are their ‘hot buttons’?
4. How will the video be shared?
   • Will you be airing it on broadcast, cable or satellite television? Distributing a DVD? Posting to the web? Screening it at an event?

All of these affect creative recommendations, the schedule and the cost.

The ‘pre-production’ phase is when you create a plan for your video project.

Your production could be simple (a series of ‘man-on-the-street’ interview clips, static shots of a “talking head” in a single location, little or no camera movement, no extraneous lighting or special effects) or complex (on-location filming, actors, action shots with multiple angles and cameras, multiple lighting effects, supplementary audio and voiceover tracks, special effects, etc.)

Regardless, you need to make some decisions:

1. Can you produce this video on your own or will you engage a video production service provider? If the latter, do you have a defined budget?
2. Who needs to be involved in the project? Is there a team of people? If yes, how many production meetings will you need (if any) and when?
3. Who has to approve your work before it is finalized? When will you engage them in the process?

If you are producing a video on your own, you may need some or all of the following resources for a single-camera shoot:

People

• Producer: oversees the whole process of making the video, including financial, staffing and administrative matters
• Director: responsible for the look of the video, making decisions about such things as cameras, lenses, lighting, color scheme, and shot composition
• Videographer: operates the camera, capturing the desired content
• Video editor: selects clips, edits and manipulates footage and supporting text/graphics to create the complete video
• Audio engineer: records, edits, manipulates, mixes, and masters sound to create the video’s audio track
• Interview subjects
• Actors (live and/or voice)
• Makeup person

Equipment

• Video camera (+ extra battery packs, memory cards): High or standard definition will depend on desired distribution.
• Tripod
• Lighting, tape for cables
• Microphones: a boom mic, lavaliere (lapel) mic, wind sock (if filming outside)
• Stage/platform, seating
• Props

Note: A wind sock is a windshield for a microphone; it is made of artificial fur or foam and is designed to minimize wind noise while remaining acoustically transparent.

You may choose to produce your video solo and completely unscripted, for example, by simply preparing a list of questions and selecting random passersby who are willing to provide you with a response on camera.

In this case, you will still need to consider the setting, camera angles, audio capture (a good mic is critical, used in close proximity to the voice or mouth, especially in busy public spaces), and how you will identify your subjects on screen. It is best to be prepared before capturing footage you may not be able to use.

Format and aspect ratio

It is important when shooting to consider the multiple different ways the video might be watched (television, web browser, plasma screen, iPad, smart phone, etc).

For quality and flexibility of the final video product, the default aspect ratio for footage should be 16:9 widescreen. If possible, shoot video in full high-definition (HD) at 1920 x 1080 (1080p) pixels. This is high-enough resolution for plasma screens and quality streaming, but can easily be compressed for lower bandwidth.

For online video, a typical dimension would be 1280 x 720 (720p) pixels, however if the video is shot in HD, the encoder should scale accordingly, meaning it should work for YouTube, Vimeo, etc.

Sound

Consider capturing audio separately to ensure the highest quality and fewest ambient distractions. Consider the nature of audio needed (stereo, surround) and use capture devices or high-quality mics as appropriate.

Shooting style

• Simple shots cut together in a way that best illustrates the narrative works best.
• Avoid extreme angles.
• Avoid shooting that will produce frequent cuts in the final video: this can trigger photosensitive epilepsy in some individuals.
• Do not zoom in and out — it is not a natural eye movement.
• Frame the subject using the ‘rule of thirds’. Imagine a tic-tac-toe board where the lines intersect in four spots and frame the action using one or more of those spots, keeping the subject out of the centre square.

Interviews

• Make the background look interesting but keep it simple and clutter-free.
• Try to use natural light so that it falls on your subject — not behind them (i.e. do not position them in front of a window as they will appear in silhouette. Consider adding or reflecting light to enhance your subject.
• Watch for background objects that may interact negatively with your subject on screen. (e.g. plants, poles and structural features that may appear to be growing out of your subject’s head)
• Ensure that the seating (if applicable) is level and does not squeak or scrape. Avoid chairs that swivel or roll.
• Position and sound-check lav mics to ensure good audio capture and tidy wiring. Ask your subject to remove excessive ‘clunky’ jewelry that may cause unwanted noise in a lav mic. Avoid filming in loud or windy areas.
• Check shirt buttons (not gaping, use tape if necessary), collars (not flipped up), necklaces (clasp not showing), ties (not askew), hair (no distracting flyaways), face (not shining, powder is a useful tool to have handy). If you have the option of requesting wardrobe choices before the interview, request that the subject not wear all-white, herringbone, fine or checkered patterns.
• Chat with your subject a bit before you get to your questions; it establishes a human connection and allows the sound technician to check the microphone levels.
• Off-camera interviews work well. Remember to ask open questions (“What appealed to you about this?” not “Did it appeal to you?” which will get a “yes” or “no” answer). This is so the replies can be used as stand-alone sound-bites without the questions.
• Remember to ask your interviewees to start their answer within the context of the question. (“The program appealed to me because…”)
• Think about and capture cutaway shots or B-roll (supplementary footage that illustrate the narrative) that are relevant and copyright-free (see below). They should add to the story-telling, not just cover up an edit. It is best to discuss these with the interviewer as they will be a good source, either as something you can film at the time of the interview (e.g. them walking away or engaging with other subjects) or they may have access to relevant stills or footage (ensure they have copyright clearance on anything they provide).

Location and talent preparation

• Ensure that you have permission to shoot in the locations you have selected. Begin by contacting Events Services, which manages on-campus film permissions. Note that any top-of-building access requires special safety training in advance.
• Prior to the day of the shoot, ensure that health and safety dependencies are considered, insurance certificates are in place, and that any high-risk activities be approved by Risk Management.
• Depending on location and time of shoot (e.g. if you have videographers on campus in your absence for set-up etc.), alert Campus Security and Events Services that there will be a film crew on campus and obtain permission to shoot.
• Before filming subjects, ensure you secure their permission with a model/talent release.
• If the subject of the clip is a large group at a public event, then permission is not required but a Notice of Image Capture sign should be displayed.