Video Concept for Explanatory Films

Explanatory films are a good way of connecting specific product information and technical competency with the appearance and approach of the Audi brand.

Examples

General Principles

Explanatory films present the individual features and innovations of Audi vehicles and in doing so communicate in-depth information. As part of this, it is vital that the feature in question is always the focus of the story.

The content can be presented using real footage, renderings and/or CGI animations. This should always create a harmonious overall impression which also includes music, voice-overs and superimposed text.

Explanatory films always begin and end with an individual intro and outro. Intercuts are used to separate chapters within the films.

The films are characterised by their simplicity and their full focus on the content requiring explanation. No filler scenes or detailed depictions of the surroundings are used. The aim is to achieve a common, recognisable look for all types of explanatory film.

Overall Structure

Intro, outro and intercuts

Every film begins with a roughly six-second intro and concludes with an outro. Both can consist of one or two compatible real-world driving scenes shown in black and white. Depending on the content of the film, the intro is either model-specific or cross-model in its nature. Various options are available for presenting this depending on the content of the film. If an explanatory film addresses a range of different but related topics, intercuts serve as chapter separators.

Option 1

 

It is possible to start the intro with an opener created with the help of the TVC ending software. In this case, the model name and the name of the advertised equipment is each superimposed without the rings. The explanatory film fades to black and ends without the rings.
See: Motion pictures > TVC ending

 
 
 
 
 

Option 2

 

For model-specific films, the intro begins with the rings and model name superimposed. The advertised equipment is then subsequently named. The position of these superimposed elements can be flexibly selected to match the footage used, though a positioning in the bottom left is recommended.
More under Typography >

The explanatory film ends with a short outro which links to the scene in the intro and integrates the TVC ending.
See: Motion pictures > TVC ending

 
 
 
 

Intercuts

 

If an explanatory film addresses a range of content, intercuts serve as chapter separators. These consist of colour driving scenes or stills carrying the title of the following chapter.

 

Types of Production

 

Real-world video

Real-world shots are particularly well-suited to presenting vehicle interiors and interaction with human activity, e.g. operating touchscreen systems.

The feature in question takes centre stage. Scenes which show a person walking around the vehicle or opening a door to enter the car, for instance, are not used when explaining special equipment.

To simplify handling and production, hand models and stand-ins are recommended that can be shown blurred or filmed over the shoulder.

Tracking shots should generally follow the lines provided by the vehicle’s design.

 

Example 1: The camera follows this path in order to ultimateley focus on the screen.

 

Example 2: The camera follows the outer contour of the car to finally focus on the rear light.

 

Animation

CGI animations are particularly well suited to presenting topics which could only be realised with real-world video at great cost or effort, e.g. the explanation of driving aids or light systems.

Animations are reduced down to the important elements. Any surroundings are kept simple and clearly.

                                
 

Screen Splitting

 

In order to display a comparison of details, split-screens can be used for both real-world footage and CGI animations. To do this, part of the screen can be covered with an overlay or two independent “screens” can be created. The two sections can be visually separated by a white line.

Typography

The typography used is based on the underlying rules and colours of the Audi CI, though several mediaspecific characteristics are integrated.

In the conventional dimensions, measurements apply from the baseline and ascender, see Basics: Typo. Everything is based at least on a full HD resolution of 1920x1080px.

Structure

1. Brand space

 

Define the “brand space”. Text content may only be positioned within the brand space.
See: Advertisements > Details: Brand Space

2. Rings, model name and title

 

The size and position of the elements can be flexibly selected to match the scene. All elements (not only the rings) are located within the brand space. Text and/or rings should not hide the content of the film.

If the rings and model name are shown together, the model name is always positioned below the rings.

 

3. Information texts

Headline
 

The size and position can be flexibly selected to match the scene used, provided that the text is within the brand space. The font sizes are based on a full HD resolution of 1920x1080px and are to be interpreted as a recommendation.

Headline and Copy
 

4. Disclaimer text

 

The disclaimer text is positioned below the brand space with 60px distance to the lower edge of the format (for a full HD resolution with 1920x1080px). The text is centrally aligned. The viewer has to have the opportunity to actually take note of the notification shown and to read it in full while it is superimposed without having to hurry in any way.

Music

More information on this is provided by CI-Support and under Corporate Sound.

Voice-over

Off voice-overs allow greater coherence to be achieved in the explanatory videos. Suggestions for suitable Audi narrators can be found under Corporate Sound in the chapter Audi Brand Voice.

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