Video Production: Creative Services
The UF Health Creative Services video production team produces videos for the Internet, internal communications and broadcast TV. Videos we shoot and produce help create awareness, enhance our brand reputation, educate patients and consumers, and sell services. Ideally, the projects we take on will appeal to a broad, external audience.
- Single camera shoots
- Video editing
- Professional lighting
- DVD authoring and production (in very small numbers. If you require mass production of DVDs, we will outsource that and, in most cases, need your department to fund duplication and distribution.)
- Encoding for Web
- Portable green screen compositing
- 3D animation and motion graphics
What Can Creative Services Do For You?
The first step is to discuss your goals and the audience you are trying to reach. Once we have a feel for who you are and what you want do, we can begin looking for ways to communicate that message visually.
Video production, even at its most basic level, is fairly complex. Sure, anybody these days can use their smart phone to record and produce video, and in some cases that suffices. But typically, the videos we produce for our organization require a bit more planning and polish. It always scares us when somebody comes to us and says, “Can you throw together a quick video for me?” The answer, 99% of the time, is no. There’s often no such thing as a “quick video project.” Video production takes planning, patience and resources. Here are some things you must consider when requesting video services:
- Who is/are your audience(s)?
- What key messages are your trying to convey?
- What format or distribution channel will you use to deliver your video? The Web? YouTube? A DVD? A .MOV or other file you’ll play from your computer? If so, are you sure your computer has a video player that can play .MOV files and other common video file types?
- What video style will best convey your message(s)? Documentary? Interview? Other?
- Who will handle script writing? Will voiceover narration be needed?
- Who will handle the booking of rooms/spaces? The hiring or gathering of staff or actors? Ensuring that security personnel and facilities personnel are alerted? Ensuring that the production crew is properly escorted? Ensuring that appropriate patient and staff consents are obtained? Logistics are often the most difficult and time-consuming part of a video project and we really need your help here.
- Who will route the scripts and final product for review and approval? This can take a few days or even weeks depending on how many approvals are needed.
- Can we produce your video internally, or will its complexity require the hiring of a production crew? If so, do you have an adequate budget to hire a crew? Most people do not grasp what it takes to produce high-quality video. It takes a crew, lighting, fancy equipment like dollies and booms, and time. Most people want the polish without making the proper investment. Polish and professional quality requires an investment of time, resources and, if we can’t produce it internally, money. Will we or a crew have to travel to multiple locations to gather video footage?
- Have you allotted appropriate production time for your video? Most people make the mistake of thinking that the length of a video determines the time it will take to film and produce. However, we imagine you’ve seen some pretty in-depth 30-second ads on TV, which could have taken months to film and produce. Length of video does not always determine length of production time. Video production is like an iceberg. The shooting is often the easiest and quickest part; like the top of the iceberg. The majority of the iceberg is underwater; its bulk is not visible. The part of video production that is “underwater” is called pre- and post-production; the days/weeks/months of planning and managing the logistics, then the time it takes to edit your video to tell the story, amplified by effects, music, etc. There is no easy way to tell you how long your video will take to produce without discussing all the questions above.
- Is catering during your shoot(s) necessary? Snacks and drinks go a long way to keeping your crew and actors/subjects happy and energized during a shoot.
- We typically rely on the department or person requesting the video to serve as a quasi-producer, meaning we rely on you to assist with identifying locations, reserving them, generating scripts and procuring your subjects (MDs, staff, etc.). Of course, we’re here to guide and counsel you on the logistics, but we need you to help in the heavy lifting. In other words, you can’t simply “hand-off” a video project to us, dust your hands and wait for the final version. We’ll need you involved in the process.
At any given time, our video production staff have multiple projects in the queue. We know and understand that your video project is a high priority, but we are often juggling multiple high priorities. In cases where we simply cannot accommodate your request internally, we can recommend local video production companies who may be able to help. Their fees are reasonable and they do quality work.
Projects that we typically do not or cannot take on include:
- Taping classes, lectures, surgical procedures and/or clinical training, meetings or grand rounds so that your staff can view them later. The University of Florida video services can assist here. We need to keep our video production services focused on marketing and news-related pieces that appeal to a broad, external audience.
- Live video streaming from an event. This requires special gear and technology. Again, University of Florida video services can assist here.
- Editing your personal video.
- Staff training and education. We will do these on rare occasions if our workload permits.
Closed Captioning Requirements
The Americans with Disabilities Act , enacted in 1990, limits discriminatory practices towards individuals with disabilities. The act covers specific requirements for websites and digital properties to be in compliance with the law. Organizations not within the law run the risk of lawsuits. UF Health is obligated to meet these requirements under Title II and Title III, which cover public entities and public accommodations, accordingly. Changes in Web Accessibility Standards and FCC guidelines on captioning in relation to the ADA necessitate the need to make captioning our online videos a requirement going forward.
Captioning technologies, particularly automated processes, are improving rapidly, so tactics in captioning are subject to change often. For the moment, this process represents our best practices for captioning as of May 2017. The person requesting the video is ultimately responsible for its captioning.
- Once a video produced by Creative Services, Web Services, or other entity has been approved and uploaded to the UF Health YouTube channel, captions can be added using YouTube’s captioning tool.
- Go to the video editor, select close captioning, and select the option for YouTube to automatically create captions.
- These captions will usually by 70-80% correct. The auto-generated captioning can be edited and modified and saved to be used in place of the original.
- Download the edited captions as an .SRT file. Name the file: ‘VIDEO CAPTION – [INSERT NAME OF VIDEO] – [INSERT DATE AS XX.XX.XXXX]. It’s best to store your caption file in WorkFront where you have logged your video project, or on a staff-accessible server in the event we need to access it for future use.
Facebook Prerecorded Videos
- While Facebook does have a tool for editing captions, it’s much rougher and difficult to use than the YouTube version. It’s better to edit in YouTube and then use the .SRT file to upload with the video on Facebook.
- Facebook’s Video Library will allow page editors to upload videos, add an .SRT file, and save the video, unpublished, to be used in future posts (or you can schedule posts directly from the library).
- Facebook requires a specific format for naming of .SRT files – this should be part of our naming convention (see above).
Facebook Live Videos
- While we cannot do live captioning for these videos, FCC rules on videos require captioning be provided for live events within 12 hours of an event. Our social goal will be to do this captioning immediately after as event. This process will be done as follows:
- Save a copy of the video from Facebook to computer
- Upload to YouTube as a private video
- Caption and download the .SRT file
- Upload the. SRT file to the original Facebook Live video in our Facebook video library
Instagram / Twitter
- Neither Instagram nor Twitter provide robust captioning tools. On Twitter, we’ve limited video shares to links to YouTube content instead.
Request Our Services
Please contact UF Health Communications and speak with a marketing representative who can triage your project to the appropriate creative services team member and shepherd it through the review and approval process.