Category: Imagery
Campaigns
Sanford Brand Campaign
Sanford images and video represent the overarching Sanford Health brand to the public. Images and video are typically patient-focused lifestyle visuals with a light and airy feel, shallow depth-of-field, neutral contrast and color, and simple uncluttered backgrounds. The mood is upbeat, approachable and friendly.
Location
Simple backgrounds such as generic community settings and warm home interiors
Lighting
Ambient light or created light done in a style that mimics natural ambient light
Talent
Models are hired with hair and make-up styled on set in a natural, everyday look. Wardrobe is solid colors or simple patterns, non-branded, with an everyday look.
Camera
For video, multiple cameras may be used along with a slider, drone or hand-held camera for added movement. For photos, a combination of wide, medium and close-up shots are taken. Shallow depth-of-field for both video and photo with focus on the patient subject. Subjects are smiling, happy and enjoying life.
Sound
Natural sound is captured during filming; voice-over or on-camera lines recorded for post-production editing
Post
Toning is natural and realistic with medium contrast. Images are Photoshopped to remove distracting elements. Music track is upbeat and inspirational, sometimes driving, depending on the content. Music and complementary graphics align with the look and feel of the video; they also take into consideration the overall strategy of the project including, but not limited to, digital strategy and where the final video will live. The editor will also collaborate with designers for cohesive execution on campaign pieces.
Service-line Specific Campaign
Images and video for a service have the same feel and mood of the parent brand campaign, but done with more specific considerations of the service line location and message.
Location
A Sanford setting or recognizable community landmark. A studio may be used for certain campaigns, particularly if the campaign is enterprise-wide or internal.
Lighting
Ambient light or created light done in a style that mimics natural ambient light; studio lighting may be more stylized with cucoloris, snoots, beauty dishes, etc.
Talent
Models or real patients and providers are used with hair and make-up done before arriving on set in a natural, everyday look. Wardrobe is solid colors or simple patterns, non-branded, with an everyday look. Providers may be in white coat, depending on service line.
Camera
For video, multiple cameras may be used along with a slider, drone or hand-held camera for added movement. For photos, a combination of wide, medium and close-up shots are taken. Shallow depth-of-field for both video and photo with focus on the patient subject. Subjects have pleasant expressions that range from smiles to more engaged, thoughtful looks.
Sound
Natural sound is captured during filming; voice-over or on-camera lines recorded for post-production editing.
Post
Toning is natural and realistic with medium contrast. Images are Photoshopped to remove distracting elements. Music track is upbeat and inspirational, sometimes driving, depending on the content. Music and complementary graphics align with the look and feel of the video; they also take into consideration the overall strategy of the project including, but not limited to, digital strategy and where the final video will live. The editor will also collaborate with designers for cohesive execution on campaign pieces.
Photo Examples
Video Examples
Rule of Thirds Composition
The Rule of Thirds is a guideline which applies to the process of composing visual images such as designs, films and photographs. The guideline proposes that an image should be divided into nine equal parts by two equally spaced horizontal lines and two equally spaced vertical lines, and that important compositional elements should be placed along these lines or their intersections, sometimes called power points1.
The Rule of Thirds is applied by aligning a subject with the guidelines and their intersection points (power points), placing the horizon on the top or bottom line, or allowing linear features in the image to flow from section to section.
Aligning a subject with these points creates more tension, energy and interest in the composition than simply centering the subject.
Rule of Thirds Build
