The DOM communications team partners with department faculty and staff to produce story–driven video content of programs, people, and events for all sorts of communications projects. 

To produce great material, start by making a plan.

• Identify everyone who should be involved as either a subject, subject matter expert, patient—and why.
• Identify a clear audience. Who will benefit from watching this video? 
• Define what you want your audience to know after watching the video.
• Identify someone as a creative partner with the communications team. This person will help during early pre-production stages to outline the story.
• Identify someone to be the liaison between those in the video and the communications team on issues of scheduling, location and correspondence with stakeholders (for example, clinic managers, charge nurses or other colleagues). It's most helpful if the liaison is a single person who can also be present at shoots to help coordinate onsite logistics.

• Read "Best Practices for Inclusive and Diverse Photography in Higher Education," a short, user-friendly paper from the University Photographers' Association of America. Although it's focused on still photography, this guide is also useful for video production.
• If you intend to capture video of patients for marketing purposes, you must get official written permission from each subject. Work with the communications team to complete the campus Authorization for Disclosure of Medical Information for Marketing or Fundraising form (or its UW Health equivalent) and send all completed forms back to us for archiving.

• Keep your message concise. On the web, short videos get more sustained viewership. Aim for a video length of under 60 seconds and if possible, under 45 seconds.
• Stick to one or two subject matter experts. More people will just increase video length and dilute your overall message.
• Organize your video in three "acts":
  1. The intro or hook. Entices the viewer to continue watching.
  2. The story. Focuses on the most compelling details.
  3. The conclusion. Drives the viewer to an action or feeling.  
• Consider tone. How do you want viewers to feel during and after the video? Happy, excited, inspired?
• Supplement your video with engaging action photos or “b-roll” video footage. These are great ways to show aspects of your story without saying them specifically. Our Photography page has helpful tips on what makes great visuals.
• Think about your audience: how will this video speak to them?

When you're ready, schedule a production meeting with Clint Thayer to review your plans, ask and answer questions, and schedule shoots.