Image & Video Guidelines
Option 1: Registration Form Question for consent + information notice
Here you will have a question requesting their consent using the document provided by legal as there are hyperlinked pages that allow users to better understand how the content will be used
This should be tracked digitally ideally and be able to be accessed as this is the "evidence" should it ever come up from someone that they did not consent.
Inform participants at the event by printed notice and announcements.
Try and make it obvious for the photographers and videographers, which people have not consented.
You will still need the participant agreement signed for more commercial usage like website, paid media, billboards, print collateral etc.
Option 2: Janis Participant Agreement
Via the Janis app, Marketing, Participant Agreement
Use this for testimonials and interview capture so there is not back and forth to using the content on the website or paid campaigns
There is no expiry date, but a user needs to sign "per event"
This will cover use more-so financially when it comes to someone's image in paid media.
ALX Video Content Playbook
Top priority checklist
Story: what story are you telling? unpack the message you want to convey in a shoot or a testimonial
Release forms: before getting in contact with subjects for a shoot, make sure a release form is in place and in order, it should state where the images will be used (Digital, OOH etc.) and in which forms of communication the content will be used (social media).
Location: depending on the location you want to use (studio, public space) be sure to get permission secured to avoid interruptions on shoot day or having the particular space booked for the days you need it for.
Team: now that you have managed to sort out the admin of planning a shoot, it is time to gather your team. I.e Photographer/videographer, make-up artist etc.
- When deciding on a team, think of the areas you will mostly need help with and which role each of the team member play.Get in contact with talent: preferably get in contact with talent that is already part of our programmes, as they are already familiar with our values and will be able to give more insightful testimonials based on their experiences.
Why you should care about brand visual?
To create an effective brand experience, you need to be intentional with the communication you are sending to consumers. A brand is not what you say it is, it is what they say it is. The image plays an important part in communicating effectively. By doing a brand shoot, you are differentiating yourself from tons of organisations who are using the 3rd party stock images repeatedly.
When creating a brand shoot, these are the key main point to think of:
Motivation: we inspire people to be motivated enough that they want to take action.
Perceptions: How will they perceive us in their own reality?
Learning: what can they learn through these experiences when they come across our brand?
Attitudes and beliefs: we want their loyalty to the brand to be unshakeable. They can easily spot us in the chaos of so many digital Ads they see in a day.
An ad, poster, banner, billboard, etc., lingers in the audience's minds if it has made an impact on their lives. It's not only the words that move people; they also consider visuals as a significant factor in making decisions about a brand or a company.
The 4 P’s approach
The 4 stages of coming up with a concept/story
1. Pick: browse concepts, choose a storyline
2. Plan: execution strategy
3. Produce: develop content, curate content
4. Promote: execute the rollout
Why the 4 P’s approach?
This is a very direct way to approach the concepts for our campaigns. Having a solid structure allows us to work on something tangible, rather than assuming it's what we need to create.
Additionally, it's about the order; ideas are shared every single day, and not having a proper way to communicate those ideas leads to confusion.
1. PICK
The initial stage of the creative process. Browsing through different themes and concepts, seeking an idea that could be converted into a visually compelling place.
This stage requires a lot of research, exploration and thinking outside the box.
2. PLAN
The design stage of the process, we are assembling a method to tell the story through our campaigns and preparing a strategy needed to complete the project. This includes the copy used, the timelines and projects allocation.
3. PRODUCE
The implementation stage of the creative process. We are combining all the elements of the project (ensuring we are sticking to the brand guidelines, and the type of imagery we are using).
4. PROMOTE
The final stage of the process is to show and tell, all the assets we have created goes live to our audience and we measure the data, look at the our approach and whether it is still true to the brand and which areas of the process we can expand on.
Art Direction
What you should achieve in a shoot?
Visual communication is key.
The audience must believe in themselves as they seek to find their greatness. We should encourage our audience to find their strengths and follow their passions and we let them see the faces of a global audience and how diverse our community is.
What you should achieve in a shoot?
Content should inspire the audience to push their limits, fostering hope and self-belief on their path to greatness. We encourage them to discover their strengths, follow their passions, and connect with a diverse global community.
Poses
What kind of poses are we looking for?
We're looking for youthful yet brand-appropriate poses, including power poses, standing, and sitting positions. The subject should exude comfort and confidence, reflecting a professional demeanor while remaining relatable to our audience.
Props
Props bring a soft touch to the images, we are also using props to create variety when using the stock. Having props is another way to bring a message i.e having an image of someone using a laptop can align with someone who is in the tech Industry.
Laptop
The laptop is the primary device, symbolising our online community's learning nature.
Mobile Phone
A mobile device also symbolises the era of digital evolution.
Journals / Books
These can be used to demonstrate continuous learning and our community of curious and talented individuals who are eager to keep learning.
Testimonials
Why you should care about video testimonials?
Creating video content has proven to be highly effective in how we communicate and market. People tend to gravitate towards videos as they get to experience the entire ethos. Video inspires, moves people, and contributes to decision-making. According to WYZOwl, 94% of marketers say that using video content has helped increase user understanding of a product or service. Customers will only buy your product when they understand what it does and how it will help them.
Before you begin the process, there are a few things to consider
1. Concept: What is the purpose of the video you're creating, and what message are you trying to convey to the audience? Are you trying to create awareness, consideration, or inspire action?
2. Communication channels: Thanks to the advancement of technology, a single video can be posted on various communication channels. These channels include YouTube, Instagram, TikTok, Facebook, emails, or websites. You need to know the video dimensions (refer to the campaign assets list), the quality of the video, and how many videos are being created. Is this long-form, short-form, a snippet video for Instagram stories, etc.? Having these details planned out will help you decide which channels need to be prioritised the most based on audience engagement.
3. Define your budget: Every decision needs to have a solid reason, and this includes budgeting. If the video idea doesn't align with the budget, you need to re-evaluate some of the costs.
4. Plan and project track: A well-executed production is properly planned out. Regardless of the tracking system you use, consider making it as detailed as possible. For someone who is seeing the project for the first time, they need to get a full scope of what is happening and how far the project has progressed.
How are testimonials used for marketing?
The videos can be used for various marketing purposes on social platforms such as Facebook, Instagram, LinkedIn, and YouTube. Additionally, they can be used on landing pages to provide insight into the programs, create credibility, and encourage buy-in.
Objectives / KPIs being targeted by this content
Testimonials act as proof of what the programs are about and the impact they have on real people. This helps from a marketing perspective to gain trust and buy-in from future applicants and talents.
Increase the demand: By showcasing our talent, who they are, and what they are capable of, we are also showing future and potential employers who our talent is.
Key takeaways when creating a testimonial
2 camera setups (medium and long shot)
The subject looks “off” camera
Lapel must be used for the interview (ideally directly to the camera)
The camera must shoot 1080 HD or 4k, the ideal camera is Blackmagic
B-roll must be filmed in slow motion, the ideal is 60 - 120fps
Capture approximately 50 shots of B-roll per user
Photographs should be shot in RAW
Capture approximately 10 - 20 photographs per user
From the first frame to the last one, all scenes need to tell a story. A video can tell so much in just a minute. In this following section, you will be given a guide to creating a video, these are the guidelines the Brand Team uses to structure a video. This formula has been tested and proven to be working in how we tell a story.
HERO SHOT
The subject should engage with their surroundings they can either be walking, writing in a journal or using a mobile device.
List of shots
- Tracking shot of the subject walking around the area
- Headshot of the subject looking over the area (talking on a phone etc)
- Close-up of hands movement (fixing a shirt, pressing a phone etc)
- Side shot of the subject (sitting down or walking)
Other shots
- Tracking footsteps
- Wide angle from front and moving closer to the subject
INTERVIEW STYLE
We get to engage with the subject in a more intimate and engaging manner.
List of shots
- Close-ups
- Headshots
- Side shots from the waist above
Other shots
- Subject using tech device (laptop)
NB: the above shot lists are not intended to limit creativity, they are a guide on how you can decide on the type of shots you going for. Think of the audience, would they want to see the work you making and will this work reflect our values?
Close-Up Shots
City Landscapes
Silhouettes
Open Spaces
These shots can be used to create an ambience or as a breakpoint to introduce a different scene. Video stocks can also be an used during editing process.
