Videography

Captured video brings movement to the stories we tell. For consistency, we have guidelines around composition, color, lighting, and more.

Compositions

Apply rule of third, keep eyeline near upper third and consistent throughout video.
Background should be clean and uncluttered. It should have natural depth and appropriate horizontal lines.
Camera position should match the story emotions and leave room for video graphics.

Video specifications

Recorded: 23.97fps, log, 4k preferred
Delivered Frame size: 1920×1080 (16:9), 1080×1350 (4:5), 1080×1080 (1:1), 1080×1920 (9:16), or in the rare case 21:9.
File type delivery:
Pro Res — Full Resolution — .MOV file
High Res — HD 1080 — .MP4 file

Graphics

Minimal and information forward. We want to emphasize the human on screen while providing the most important information.
Have a real world influence that’s based on our platform.
Added graphics need to be purposeful and contribute to the overall story.

Lighting

We use the term natural cinematic when discussing Fullscript’s lighting. Using a 3:1 lighting ratio where it makes contextual sense.
Employ a softer hair light and larger diffused key light. If a stronger light is need opt for reflected fill.
We do this to push out of the commercial video space and have a more authentic, professional feeling.

Color

Overall tones are naturally warm with subtle background hues.
Highlights lean toward Sand 100 #FBF9F5.
Background desaturated by 10%.

Product animation

Product animation helps illustrate features in a more intuitive way which can help our audiences understand our product’s function and value easier.

Simple storyboards

The storyboard should be simple and understandable. Ideally the story can be built as a looping animation to create a seamless story flow. It doesn’t need to reflect the complete experience. An abstract, simplified version suffices.

Minimalistic graphics

Align your scene design with our illustration guidelines and ensure it reflects the platform accurately. We mainly use simple and flat geometric graphics, and sometimes combine it with photos to ground the animation in reality.

Focused animation

Avoid animating too many elements at once. Focus your motion on the area that tells the main story’s message.

Tip: We also use a cursor graphic as a leading element to guide users’ attention throughout the animation.

Gentle motion

Our motion design should be gentle and calm. Ensure you apply smooth and seamless motion between scenes and keyframes. Avoid jerky and inconsistent moving transitions between animated components.

Proper specifications

Frame rates: 29.97 fps (or 60fps for hyper smooth motion, but only apply if the duration is lower than 15 secs)

Duration: less than 25 secs

Frame size: 1200×1200 (1:1), 1280×720 (16:9), or 1400×1600 (for web uses)

File size: Lower than 3.5 – 4mb

File type: mp4, GIF, or webm (for web only)

Brand resources

Explore other brand resources available to the Fullscript Team.

Internal brand resources

Find wallpapers, signatures, icons, and more in our shared drive.

Fullscript writing guide

Learn how to write on behalf of Fullscript and keep our brand consistent.

Website design system

Explore the design system of components that bring our website to life.

Product design system

Explore the Aviary system discover the building blocks of our product.

Fullscript visual brand guidelines