Much like graphic design, improvements in technology mean that video is now accessible to most – that’s a great opportunity for Serco. It can mean varying levels of quality though.

This guide has been created to provide all you need to produce consistent video content that meets or exceeds the minimum standard expected. Ultimately, we want to create more effective video that’s on brand and cost effective, whether it’s internal or external, animation or live action.

Diversity

We should reflect the wonderful diversity of our business wherever possible in our films. In interviews, cutaways, animations and voiceover, always consider diversity and ways to be more inclusive in terms of age, gender, sexual orientation, ethnicity and disability. Some regions will present barriers when it comes to diversity, always liaise with local teams to get a better understanding of what is acceptable/expected in different regions.

Technology

Equipment

The equipment used on any given project will vary depending on location, budget and other technical requirements. 

Formats

• Where possible, shoot in 4K at 25 frames per seconds.
• SLOG3/RAW files are preferred for rushes.
• 16:9, 9:16 or 1:1 are the most common aspect ratios, ensure these are considered when gathering content.

Storage

• Ensure master files of all films are uploaded to the Brand Bank/TwentyThree.
• Master files should be in the resolution they were edited in and in mp4 format. Please use h264 for compressed files.
• If possible, a higher quality PRO RES quicktime is desired.

Subtitles

Subtitles serve three main purposes:

• For those watching without sound, common on social media
• Accessibility for those with a disability
• International versions with subtitles in alternative languages

Subtitles in the native language of the country they will be shown in should be provided for all films in an SRT format. SRTs allow closed captions (CC) to be added on most platforms, closed captions can be switched on and off by the audience. This approach also allows for multiple language versions without having to create multiple copies of the film.

Subtitles and translations can be added in TwentyThree - this will save the need for multiple translated versions of the video.

Voiceover

A voiceover can take two forms.

1. The first is using an interviewee to tell the story, either in-vision or with cutaways (b-roll) over the top.
2. The second is to record ascripted voiceover separately, this is usually a professional voiceover artist.

Always consider your audience when choosing an artist, avoid anything too ‘corporate’ and take guidance from your agency who will have experience making selections based on audience, region etc.

Library footage

Sometimes it’s not possible to capture footage and you will need to rely on library footage. This should be carefully selected and only used if our own footage isn’tavailable. Avoid footage that may indicate that the people featured are Serco people.

Imagery

The images themselves should be appropriate based on the wider brand guidelines. Select images that allow suitable positioning of the icons and text. Parallaxing is acceptable and can help bring more movement, depth and interest to the images.

Cutaways

Avoid pans andzooms unless there is a strong creative purpose. Capture cutaways that help tell a story, involve our people wherever possible and try and make shots look as natural as possible. Gather as many general views (GVs)/B-roll as you can at each location as they are always useful for other productions. Try to capture diversity and collaboration where possible.

Remember

Ensure release forms are signed for all that feature (available from the Brand Bank), this is the responsibility of Serco rather than the agency involved with the filming.

Animation

Animation has played an important part in Serco’s communications. It can present significant advantages over live action video in some circumstances. The medium presents so many possibilities though, it’s important that guidance is set to ensure content is consistent and appropriate.

A new approach without animated characters has been developed. It has a more contemporary and sophisticated feel than the character-based approach used previously and now utilises simple illustrations with images (see Iconography and infographics) and typography (see Typography).

Composition

Open, close and call to action

Data proves that long opening logo animations have a significant impact on audience retention. So avoid this where possible. Instead, open with a hook, a teaser to encourage the audience to continue watching.

It’s important to remember a call to action in your film. Remember, even the best films usually don’t retain the audience all the way to the end (unless it’s a captive audience), so consider putting CTAs throughout the film rather than just in the closing few seconds.

Duration

Significant research has been done around the running time of different types of film and the impact it has on effectiveness. Ultimately, the running time isn’t the most important consideration, you should however make it as concise as you can, the shorter the film the higher the audience retention at the end.

Consider platforms. Most restrict the length of the films you can upload (and this is likely to change periodically).

User generated content (UGC)

UGC has been on the rise over the last decade and the pandemic that started in 2019 has moved things on significantly. With guidance this content can be very effective but there can be significant limitations. Ensure contributors have the appropriate equipment and are given guidance on both the technical and creative approach. This might mean a briefing with an agency, having a director on location, or written guidance for example.

Serco-Employee Profile - Andrea Clarke–UGC:

Getting consent - Release forms

Release forms are essential when featuring members of our team, our clients, or members of the public in our films. Ensure everyone who features in your films signs a release form, you can find them in the appendix. Responsibility of getting the forms signed by our people falls with Serco rather than the agency you are working with. The agency should secure release forms with any actors/talent involved with your production.