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Video Style Guide

Ellie Mae Hall of Fame Video Style Guide

Thanks for working with me on this project! Please review this document and follow these guidelines to ensure a smooth shoot and consistency for me during editing. I very much appreciate it! Please feel free to let me know if you have any questions!

 

Client: Ellie Mae

Producer/Editor: Christie Goshe

Project Brief: 10 videos featuring 10 exceptional banks/mortgage lenders across the country who are finalists in a Hall of Fame award ceremony during Ellie Mae’s Experience 2017 user conference.

Deadline: March 2017 (please upload/ship footage immediately after capturing and keep a backup until I receive the footage)

If you want to see last year's "talking heads" videos, they are here (just note that this year's will be so much more amazing with actual b-roll content).

If you want to see a great example video of something similiar to what we are hoping to make, check out this video.

 

Pre-Shoot Prep

Find a location within the finalist’s office that is quiet (close the door, ask to turn off heating/AC if possible) and has natural light.

While interviewee is in makeup, find the best camera angle(s) and lighting, and have onsite client sit-in as talent.

Please get a signed release for every participant in the video (interview and b-roll).

Sample list of questions for the interview (will be conducted by onsite Ellie Mae contact):

 Client Interviews:

  1. Please state your name, title and company name.  
  2. Tell me a little bit your company. Just give me the elevator pitch, what makes you different, how big are you?
  3. Tell me about when you first started using Encompass (e.g. "We started using Encompass 5 years ago after..."). What made you decide to go with Encompass?
  4. Please tell us how Encompass helped you (based on the award category):
    • Grow your business
    • Automate compliance
    • Improve the quality of your loans
    • Improve efficiency and return on investment
    • For Implementation Award: Tell me about the implementation process. How did it work? What kind of experience did you have? What type of training did you receive?
  5.  What were the challenges Encompass helped you tackle?
  6. What kind of results did you get by using Encompass?
  7. What have you been most proud of accomplishing with Encompass (can include hard data here if they have it)?
  8. Tell us about your relationship with Ellie Mae. (This should be inspirational, a good ending.)
  9. The video and the case study – they are going to be viewed by your peers. They may not be Encompass users yet. Is there anything that you’ve done with the system that you are particularly proud of? Or is there any information that I did not ask you, any question I didn’t ask you that you think is important to include or communicate?

Partner Interviews:

  1. Please state your name, title and company name.  
  2. Tell me a little bit your company. Just give me the elevator pitch, what makes you different, how big are you?
  3. Tell me about when you first partnered with Ellie Mae and Encompass (e.g. "We started using Encompass 5 years ago after..."). What made you decide to partner with Ellie Mae?
  4. How does your product work with Encompass?
  5. Why is Ellie Mae a good partner for you and why is your company a good fit for Ellie Mae?
  6. Why is the value proposition that you bring to Ellie Mae clients?
  7. Working together, how does your Encompass and your product help clients?
  8. Share some stories of how this partnership has helped clients.
  9. Please tell us how Encompass helped your company, clients and the industry.
  10. What kind of results did you get by partnering with Ellie Mae and Encompass?
  11. What have you been most proud of accomplishing with Encompass (can include hard data here if they have it)?
  12. Tell us about your relationship with Ellie Mae. (This should be inspirational, a good ending.)
  13.  The video and the case study – they are going to be viewed by your peers. They may not be Encompass users yet. Is there anything that you’ve done with the system that you are particularly proud of? Or is there any information that I did not ask you, any question I didn’t ask you that you think is important to include or communicate?

The Look: Interview

DSLR preferred, single 4k camera (medium) or two 1080p cameras (medium and close).

Aperture: f/3.2-f/5.6, shallow depth of field with focus on eyes (2.8 or larger can be too shallow, causing parts of face to fall out of focus)

Shutter speed: 1/50

Framerate: 23.97fps

Audio: lav mic required (can be recorded as separate file, I will sync in post; bonus points if you can email me this file immediately after the shoot)

Lighting: natural (place interviewee so window light falls onto face, not backlit; also preference for a bounce board used on opposite side to fill shadows).

Backdrop: please choose an interesting backdrop if possible, leave as much space between interviewee and back wall as possible.

Camera(s) should be locked down on tripod.

Please use the rule of thirds when composing the interview shot and always have the eye-line run longwise across the frame. 

Please prepare the interviewee by having them answer all questions looking at the interviewer (not the camera), using full sentences, and restating the question in their answer. Ask them to do a 2nd take of answers as needed, but let them use their natural flow of speech, avoid canned responses.

The interview should be ~20 minutes. 

example medium interview shot with natural light and bounce board

example medium interview shot with natural light and bounce board

example close interview shot with natural light and bounce board

example close interview shot with natural light and bounce board


The Look: B-roll

Slight camera movement is really nice, but make sure it is subtle. Please do not zoom or use dutch angles. I like to utilize a monopod or handheld gimbal to do pans and pushes. You can also lock down the camera and shoot in 4k and I can add movement in post.

Please aim to shoot b-roll for 30-90 minutes, capturing as much footage as possible. There is no such thing as too much b-roll. Please get multiple camera angles (wide, medium, close) of the same scene/action.

 

Shot List:

  • Exterior of bank
  • Interviewee working at desk, looking at computer, typing, on phone, writing in notebook and/or whiteboard, etc.
  • Interviewee conversing with customer(s) and/or other colleague(s), pointing at documents, etc.
  • Interviewee walking through offices/bank with colleague(s)
  • Interviewee in conference room meeting with colleague(s)
  • Other employees working
  • Software in action (if specific tasks/configurations were mentioned during the interview, please have them set-up the software to show the action on camera, this footage is vital to capture, please change shutter speed to reduce screen flicker as much as possible)

After the Shoot:

Load all footage onto a hard drive (formatted for Mac) if bigger than 15GB (you can upload to the web if smaller) and send to me via Super Saver 3-day Fed-Ex using the following account number: 849646885

Christie Goshe

1551 Madison Street, Apt. 312

Oakland, CA 94612

510-907-9734

cgoshe@gmail.com

Save a backup of all content until I have received the footage.

Bonus points: if you can send the interview audio file to me via the web immediately after shooting, I can send it out for transcription. This would be hugely helpful and appreciated.

If you have any questions, please let me know! Thank you again!