Video is a powerful way to tell our University of Arizona stories because it can be so engaging.
How to Approach Video
For high-visibility projects, consider hiring a professional videographer. Please keep in mind the proper legal considerations and approvals needed when doing so.
The Marketing & Brand Management and Campus Brand Engagement teams may have also uploaded relevant video b-roll from recent shoots to the Digital Asset Library. Or we may have a similar video shoot in the works. Reach out to brand.arizona.edu to find out.
With the right audio and visuals, our audiences can better understand who we are as a brand and about our product and services much faster and more effectively than with any other medium. And ideally, they visualize themselves in the narrative and as part of the Arizona community.
The exception for using polished video when it comes to high-visibility platforms is Social Media, and here’s why.
A good video asset for social media is based on the composition and style of the video, not the equipment used to take it. A cellphone is a great tool to capture authentic, in the moment social content that is relevant to our prospective and current student audiences.
When taking and editing videos for social media, keep in mind that the majority of users are accessing these platforms on their own cell phone. It is important that videos are well-lit, in focus and close enough on the subject to make it easy to see the purpose of it.
What makes an on-brand video?
Videos that are considered “on-brand” bring our foundational blocks to life in a way that is both differentiating and captivating to our audiences.
- Of the Desert
- Limitless Possibility
- Driving Force of Universal Change
- Purposeful Research
- Power of Perspectives
- "Bear Down!"
Whether you are using short, medium or long-form video, aim to create a sense of place, show our diverse community and amplify our spirit as it makes sense given your subject matter and audience. In addition, we avoid sun flares and maroon and gold attire whenever possible.
Video Tools and Resources
Logo Appearance in Video:
- Use of the enterprise-level logo in a video must be approved by Trademarks & Licensing. Contact email@example.com regarding submission of videos for review.
- Logo must appear on screen for a minimum of 3 seconds for the viewer to clearly recognize it.
- Logo may not be animated in a manner that uses the individual elements of the "A". Contact firstname.lastname@example.org for animation guidance.
- Add site/location to existing content
- General Call Sheet Template
- General Wardrobe Guidelines
- We recommend talent wears what they would normally wear to campus except please avoid large logos, complex patterns, half-shirts that show their bellybutton, high-cut shorts, graphic tees that aren't University of Arizona branded and the colors maroon, gold and purple.
- If you are hiring a professional videographer, please provide them with a copy of our Work Product Agreement to review the language for full buy-out and transfer of the copyright to the University. See the Rights and Releases page for more details.
- Will you need to reserve a hair/makeup vendor(s)?
Legal Considerations/Required Approvals
- All models and video participants need to sign a release form (here is the Spanish version), granting ownership of the footage to the University of Arizona for use in any current and/or future productions
- When there are bystander students in the vicinity of your video production, you will need to print and post the “notice of videography” poster (24x36in) in locations where they may be entering/exiting
- If you are hiring a professional videographer, please provide them with a copy of our Work Product Agreement to review the language for full buy-out and transfer of the copyright to the University. See the Rights and Releases page for more details
- If you will be using a drone, please read the drone-specific guidelines
- Understand copyright regulations for all purchased content, such as photography, B-roll, music, etc.
- Location permits may be necessary
Captions, Transcripts and Audio Descriptions
Captioning benefits deaf and hard of hearing individuals, non-English speakers, those with learning disabilities, visual learners and all users in a noisy environment. Captions and transcripts also make the video material searchable. The Disability Resource Center provides best practices and resources to make your videos accessible by all. They are also available for support and consultations if you have questions or need assistance.
Vetting and Sharing Videos
Once your video shoot b-roll and edits are approved by the appropriate stakeholders, you can post them to the Digital Asset Library and share them with your colleagues. Please contact email@example.com and we’ll work with you to ingest the assets.
Examples of Branded Videos
2023 Commencement Highlights for Social
I’m Admitted, Now What? for Admitted Students 2023
Native American Advancement with Levi Esquerra for RCR News Package Fall 2022