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Video

Video Guidelines

Video and multimedia assets have been capturing the attention of audiences and algorithms alike, gaining momentum as favorable media for storytelling. The work we do at CALS lends itself well to multimedia and video storytelling, featuring unique spaces, vibrant textures and emotional connections to people, science and Cornell.

Much like with photography, video content should feel dynamic, natural, vibrant and unstaged, and convey movement through engaging and unusual perspectives. Dissimilar to photography, video is typically more challenging to coordinate, capture and refine due to its properties of a moving, sound-driven image.

These guidelines are meant to provide tips, tricks and assistance in helping communicators who are creating videos for CALS to ensure video content reflects a cohesive visual style and identity. It also serves as an opportunity for communicators to determine if video is a feasible, effective asset to enhance a story or brand, or if other media can do so more effectively – such as photography or design. 

However, that these guidelines are not conclusive, and we strongly recommend contacting us for a video consultation to assist with your unique needs.

Interested in creating a video or multimedia resource?

Release forms

  • For people: Anyone appearing in a video for Cornell CALS will need to sign a release form, granting permission to use their voice and/or likeness in the video. Make sure to keep the signed forms on file for as long as the video is being used and is accessible.
  • For places: To film on campus property and inside campus buildings, you must receive permission from the University. Please fill out the University's Request to Film form at least three weeks prior to filming.

Creative briefs

  • A creative brief is a useful tool for gathering information about the purpose and audience of a video, and is used as the basis for developing the visuals for the video.
  • We recommend developing a brief by submitting our video consultation request form prior to beginning work on a video project, then sharing the brief with all required stakeholders for alignment.

Scripting

  • Based off of your final creative brief, craft a storyboard and/or script to guide your video capture and editing.

Scheduling and b-roll

  • Begin scheduling necessary shoots if needed.
  • Gather b-roll and previously recorded footage to assess what else needs to be filmed.
  • Release forms and permissions
    • Ensure you have all proper release forms and permissions acquired.

Video technical standards

  • Resolution for HD footage should be 1920x1080.
  • Resolution for 4K footage should be 3840x2160.
  • Videos with a destination of the CALS website, YouTube, or Vimeo should be filmed in a 16:9 aspect ratio (horizontal configuration), with a final file export of .mov or .mp4.
  • Videos with a destination of social media, including Instagram, Snapchat and TikTok, should be filmed in a 9:16 aspect ratio (vertical configuration).
  • Videos meant for distribution on multiple platforms should be filmed horizontally, with a vertical image pulled from the horizontal configuration if needed.

Audio technical standards

  • Use an external microphone whenever possible, and monitor audio levels with headphones for wind or other unwanted sounds.
  • Audio levels should peak around -6dB.
  • Any added music overlay should be -12 to -20dB lower than voices, if voices and music occur simultaneously.

Visual style and filming best practices

  • Expanded guide coming soon!

Captions

  • Videos produced for CALS official channels are required to have captions.
  • Many professional editing programs can generate auto-captions, though you will need to edit them for accuracy. You can also use third party software or paid services to quickly generate captions.
  • Captions can be "baked" into the video file, and will always appear in the video, or editors can create an SRT file to upload along with a web player.
  • Captions can also be auto-generated in YouTube, but it is better to generate your own from within your editing software when possible.

Lower thirds and bumpers

  • CALS-branded lower thirds and bumpers are to be used as often as possible for videos hosted on CALS channels and platforms. They are available for download here.
  • Lower thirds are on-screen graphics that identify the speaker or location.
  • Bumpers should be used as CALS-branded intros or outros to a video.

Exporting

  • Export your video at the best resolution possible for your distribution platform. Professional editing software will have typically have presets for the most common platforms, though you should ensure their accuracy since social media platforms can change their preferred formatting.

Copyright information

  • Before producing any multimedia assets for distribution, please review the University's Copyright & Licensing information. If you have any questions, contact licensing [at] cornell.edu.
  • Music: All music used in video productions has to have copyright clearance suitable for your distribution channel. Cornell University has a license with a music database.
  • Stock footage and images: All footage and images must have copyright clearance, which can require a licensing fee and/or a permission agreement.
  • External brands: Video producers should be aware of any brand logos that appear on apparel or in the environment while filming, and should generally attempt to avoid including external brand logos in shots wherever possible.

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