The most important aspect of the video content is to create authentic stories that respond to our Brand Model. We are a visionary, passionate and optimistic brand, so where possible try to think of scenarios that capture our personality. Show how our work at Bayer is helping people and planet thrive in a vibrant and energetic way.
Try to think of scenarios that capture our personality. Show how Bayer is helping our people and our planet thrive in a vibrant and energetic way.
Our video content principles are:
- Be warm, vibrant, colorful, and positive.
- Play with depth and focus.
- Be spontaneous and real, not posed or staged.
- Show a diverse world, full of life.
- Shows different viewpoints from up-close, to wide-angle.
Learn more insightful tips below and explore the guidance on video content preparation in our Video Checklist.
Video Toolkit for day-to-day content production
Our video toolkit and content play a vital role in bringing to life our brand personality: visionary, optimistic and passionate. Our toolkit brings to life our dynamic graphic, creating assets that allow us to unify and brand our content in an ownable and recognizable way. We choose and create videos that are warm, vibrant and colorful, buzzing with dynamism and energy. They feel real, not posed, or staged. We show a diverse world that is full of life.
Video toolkit should be used for day-to-day video content requirements and as a reworkable tool for video editing. It is available in both formats: 16x9 and 1x1 and comprises of:
- Intro and Outro
- Lower-third templates
- Static backgrounds
Download video toolkit here.
Inclusive and diverse footage
The selection of footage has the power to make our brand and company tangible as a real inclusive and diverse operating unit. Here are some tips which will support you in your daily work and help you to make the best possible decision. Please pay attention not only while selecting footage/photos, but also while editing and composing.
- It's not just about who is pictured, but also how the person(s) in a footage is presented through the composition.
- Be sensitive in who appears active and dominant in video and how. These questions can help in this regard: Who is explaining something to whom? How is the person socially positioned? Is this reinforced by the image composition?
- Do not only show people from different categories and dimensions of diversity. Also differentiate different people and personalities within these groups.
- Showcase a diverse world, have a variety of age, disability, ethnic origin, family status, gender, gender expression, gender identity, national origin, physical characteristics, pregnancy, religion, sexual orientation, social origin, or skin color, unless prohibited by local legislation.
- Try to choose people with genuine relationships like couples and families.
- The speaking time of the filmed people is particularly important. Check for balance, taking the various dimensions of diversity into account.
- When choosing the size of the setting, you should also consider carefully whether you choose the same size for all interview partners and, if not, why you deviate from it.
- Avoid reinforcing existing hierarchies, using cinematic means such as e.g., image composition, editing or selection of the people.
Accessibility in relation to videos
A fully accessible video consists of a film with subtitles, audio description and a sign language translation. In the run-up to the video production, the level of accessibility required should be considered.
- People who cannot see or can only do so poorly use the audio description – a soundtrack that can be added to the video and everything that the user cannot see, is described in words.
- People who cannot hear or who have limited hearing use the subtitles – a written translation of what is said in the video, which is displayed at the bottom of the screen.
- People who are deaf or hard of hearing, mostly use sign language. Use videos with sign language for the deaf and hard of hearing. It can be added to the film.
People & Casting
- Life and people play a central role in our brand, so try to include people wherever it feels natural and appropriate. They don’t always have to be the main subject. It might be a close-up of a hand holding tools or even a context suggesting people have just left the shot – like herbs on a cutting board.
- Wherever possible, use real people such as customers or employees as models with prior Model release form signed.
- Aim for natural situations that are not posed or staged with expressive, positive subjects. Not all elements need to appear in the shot – better a natural composition than one that forces them all in.
- If you need to cast models, showcase a showcase a diverse world, have a variety of age, disability, ethnic origin, family status, gender, gender expression, gender identity, national origin, physical characteristics, pregnancy, religion, sexual orientation, social origin, or skin color, unless prohibited by local legislation.
- Avoid cultural, racial or gender stereotypes.
- Choose people who look natural. They should appear happy and positive where possible. In more sensitive situations, we should focus on more caring and nurturing expressions.
- Street-casting is an ideal method. Try to choose people with genuine relationships like couples and families.
Employees and talking heads
- Where possible follow all “People& Casting” guidance for capturing employees engaged with colleagues and at work. Please make sure to sign the Model release form prior to filming the heroes.
- Where talking heads are needed, capture them relaxed and at ease.
- Where possible use two cameras to move between face on and more candid profile angles.
- Models should be either wearing everyday clothing, or if at work, appropriate clothing for the task they are performing. Always ensure any workwear shown complies with all appropriate health and safety requirements.
- Make-up and styling should appear natural and understated.
- Models can show character and personality. Bayer branded uniforms may be used. However, externally branded clothing (other attributes) is not permitted and if worn branding should be removed in post-production.
- Make sure that the objects and items used around fit to the sustainable approach, i. e. no leather usage, plastic water bottles, etc.
- If using sourced or purchased clothing it must appear worn and used without being untidy. It must be appropriate to the scene. Avoid checkered, stripped, circle ornamented clothes, instead wear one tone clothes.
If you have any further questions about this or any other section of Bayer Identity Net, please contact: