Video plays an essential role in Roche’s communications, and can be used to enhance almost any message. Whether illustrating complex science or educating patients about a disease, each video represents our unique culture.
Patient story narrative
Fictional story narrative
Product video narrative
Employee hero story
Internal campaign launch video
Interview (2 camera set-up)
Interview (3 camera set-up)
Be human and truthfulShow real moments and try to capture personality in a believable and authentic way.
Use motion to create emotion
Motion is emotion. With our video language we always aspire to create motion (emotion) through moving cameras or movement within a scene. No static imagery.
Try to use movement in the way shown in the best practise examples.
Take responsibilityYou are responsible for the quality of the video that you are producing. Check early and compare if the previews delivered start to resemble the direction of the best-practice examples.
Use animation only if it adds valueUse animation elements only if they add value to the story. Find more information on how to do animation at Roche below.
Be clear on
- What you want to achieve.
- Who you want to reach.
- The channel you are intending to use.
- Your key message and wrap it into a holistic storyline.
Sound is as important as picture in creating a meaningful, authentic and emotional video. Get music recommendations from your production company early in the process.
Please keep in mind:
- Only the use of licensed, royalty free music is permitted. See an example of a royalty free music provider here.
- Use professional voiceover artists.
- Artists remuneration (royalty) fees (SUISA, GEMA, etc.) for our corporate youtube channels (roche.com, roche.ch) are being paid centrally by Roche and should NOT be charged again by your agency.
- A corporate sound library is in the works and will be linked here once completed.
- Upon final delivery of your video asset have your agency provide you with a transcript and a subtitle file in .srt format.
- This file can be uploaded together with the video and enables the caption option on YouTube or other platforms. Users requiring subtitles can then switch them on.
- If possible have your agency provide voice-over tracks in different languages to reach broader audiences. (iPhone Kits excluded)
- End all videos with the Roche video signature.
- Partner logos should be placed before the Roche video signature and never be combined with the Roche purpose statement or logo unless specifically required to illustrate collaboration.
- Care should be taken when logos or product names are visible. Please refer to your local laws regarding the use of Roche product names in your external videos
- Use of the Roche logo and mentioning of Roche in the audio track is generally permissible.
- Use our brand colours when creating additional graphical elements.
For videos with a long life cycle, influencing the Roche brand and reputation, make sure to involve a professional production company. Roche quality is the key value in our video communication.
Please contact us for agency recommendations.
Please keep in mind:
- Apply the Roche brand standards to your video production: authentic story arc, great visuals, solid editing, and non-corporate music.
- Plan to shoot in a modular fashion that allows re-purposing (shortening) and re-using for different channels and applications.
- Be sure to start with a clear idea about your target audience, treatment, and script.
- All videos must make use of the templates included in this After Effects project.
- Involve us in the ideation process for inspiration and better quality, contact us and include a creative brief.
- End all videos with the Roche video signature.
- Be sure to check the Media Library before producing additional b-roll for already existing assets.
- Consider social media: Produce format specific assets (vertical) that can be used on various social media platforms i.e. Facebook, Instagram, Twitter or LinkedIn.
Technical requirements production
- Capture format: FullHD (1080p) or better, 25 or 50fps (varying frame rates for high-speed or slow-motion effects), log, 10bit 4:2:2.
- Codecs: XAVC, AVCHD, Prores, DNxHD, MPEG-4, .h264, raw
- Containers: MXF, .mp4, .mov (QT).
- Audio formats: WAV, AIFF, AAC. 48kHz, 16 or 24bit.
- Use professional digital video cameras (e.g. Sony FS-7 or similar), high-end lenses and adequate lighting.
- Do not use any kind of smartphone or tablet to produce professional video content.
- Use boom microphones handheld or on a tripod. Avoid using clip-on microphones (unless invisible).
- Record at least one minute of ambient room tone for noise removal during post-production.
- Shooting for social media: Produce assets in vertical format (9:16) for Instagram posts.
Technical requirements post-production
- Colour correction is mandatory.
- Sound levelling, cleaning and final mix is mandatory.
- The Roche AE graphics package must be used for all titles and lower thirds.
- Provide a subtitle file and avoid burn-in subtitles as they take attention away from the content of the video. Subtitle (caption) file formats: SRT (.srt), DFXP (.dfxp) are supported.
- Delivery format: 1080p AND 720p .mp4 files. 25fps, stereo mix, 48kHz, 16bit, -3dB full-scale (fs) level.
- Additional formatting for social media: Limit the clip length to under 6o seconds. Use the fonts and graphics provided in the AE package specifically for this purpose.
Production agency ground rules for patient interviews
- Female patient – female interviewer/director; male patient – male interviewer/director.
- Choose a setting that represents the value of the patient to Roche and the Roche quality approach in video production (quiet, interesting background, depth).
- Have a closed set. Only the minimum crew required should be visible in the room (director, cameraman, sound operator).
- Start the interview as a general conversation. Ask specific questions later on.
- The question must be repeated back to the interviewer to give context to the viewer later in the edit (i.e.: Interviewer: “Tell me when your disease started”. Interviewee: “My disease started two years ago and…”. Not: “Two years ago.”).
- It typically takes at least 30 minutes for the patient to get into the flow and be outspoken and at ease with the situation. Plan for this in your production schedule as they are not professional actors.
- Have the patient's eye-line as close to the lens as possible without looking directly into the lens.
- Shoot plenty of patient b-roll from intimate (hands, etc.) to broader b-roll covering the patients’ story (home, interaction with friends or relatives, medical treatment, etc.) to be able to tell a story visually that matches the patient’s statements. Avoid profile shots of the patient during the interview as they are completely impersonal.
Animating illustrations, graphics, and typography can bring mood, personality, rhythm, and meaning to otherwise static objects. Start with a clear objective and, guide the user through the story.
- Animating Type: Keep it simple. Animate type consistently and in the same style. Type animation should be simple and provide impact. It should not divert from the message.
- Title screens: Title screens can be useful for a video series but aren’t always needed. The title screen can change to fit the branding, look-and-feel, or tone of the video/animation.
- Call to action: Typically, the call to action (CTA) screen comes just before the outro and should follow the look and feel of the video. Use an easy-to-remember URL, and don’t include the “www.”
- Lower Thirds: Use the provided After Effects template. Always use our brand fonts Imago or Minion only.
- Icons and Illustrations: Roche's animations should follow the same guidelines as our still illustrations and iconography. You can also use our icon-set as a starting point for animation or storyboard. If you need something that’s not in our icon library, create the assets you need to tell the story. If an icon/illustration is too simple to be used on a large scale, add detail. If an icon/illustration is too complex to be used at a small scale, remove detail.
- Background colours: You can use our brand palette or design colours for large areas of colour and backgrounds.
- Speed: Movements should be slow enough that the user can recognise what's happening, but fast enough that they are never waiting.
- Easing: The strictly linear movement appears strange to the human eye. An animation should accelerate and decelerate smoothly throughout its duration to seem as natural as possible.
- Logo: Animation of the Roche logo is strictly prohibited, always use the Roche logo in the signature section only.
For self-made videos with a short life cycle, the iPhone kits are an excellent solution. For a campaign or long-lasting videos that influences the reputation of Roche, only use a professional production company.
With the iPhone kits, you will be provided with a set of technical assets and short instructional clips to produce better quality videos with your Roche iPhone.
Please be aware that the kits are only available for rent within Switzerland at this time. For further information please contact us.
- You will manage the filming, production and post-production yourself.
- Make sure it is only for internal use and not to be uploaded on YouTube or other external channels.
- Follow this set of tutorial videos.
- Request an iPhone Kit here.
- All fonts used should be legible and animation should be kept to a minimum. Use only “none” or “dissolves” as transitions transition options in your iMovie post-production.
- Have you understood the value of the Roche brand?
- Have you narrowed down the audience you want to address?
- Did you prepare a treatment or script with a clear idea?
- Have you considered involving us for advice?
- Are you using our corporate design? Colours, typography, logo, and video signature?
- Are you sure your video is representing the Roche brand in a positive and accurate way?
- Is your video fulfilling the technical requirements?
- Is your video crew a Roche agency-of-record or have they signed this license agreement?
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