sofitel video production guidelines · coherence: “life is magnifique”, privileged experience,...

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Sofitel Video Production Guidelines

27/05/2015 Paris

TVtrip is a certified video vendor for the Accor Hotel Group

CLICK TO EDIT MASTER TITLE STYLEAGENDA

INTRODUCTION

SOFITEL SPIRIT

VIDEO CREATIVE CONCEPTS

BACKGROUND

GENERAL TECHNICAL RECOMMENDATIONS

PLANNING & SHOOTING FACILITIES LIST

BUDGET

TVTRIP CONTACT


3

Context

TVtrip - Sofitel Short Film Production

INTRODUCTION

● Sofitel is a collection of international luxury hotels featuring a blend of French Art de Vivre

and distinct local cultural refinement.

Expectation

The objectives of these video guidelines are:

● Capture the core value of Sofitel’s brand identity and the uniqueness of each property. Enhance

the identity of each hotel through its design, gastronomy and culture while ensuring brand

coherence: “Life is Magnifique”, Privileged Experience, French Elegance, Attention to Detail,

Surprise, Modernity and Luxury Spirit.

● Ensure videos are both “informational” & “inspirational” by showing the product and the experience

one can have when choosing Sofitel.

● Ensure homogeneity & conformity throughout the entire hotel collection.

● Leverage various digital channels, including social media.

● Reassure the client during his/her purchase.

CLICK TO EDIT MASTER TITLE STYLESofitel Spirit


5TVtrip - Sofitel Short Film Production

SOFITEL SPIRIT

Key facilities to promote

● Environment (Surroundings and Local

Culture)

● Façade: by Day or by Night

● Lobby: as a living area by Day or by Night

● Guest rooms: focus on MyBed and Views

● Bathrooms: Suite only, focus on Hermes

products

● F&B (restaurant/bar/Breakfast): focus on

original decorative components

● Spa / Swimming pool (if any)

● Meeting Room

● Club Millesime Lounge: focus on

exclusivity and French food & wine

Sofitel is the leading French International Brand in the luxury sector, with hotels which embody and

blend French culture with local culture for travelers seeking status and elegance. The Sofitel brand

aims at the high-end segment of the hotel industry by promoting lifestyle and placing design,

gastronomy and culture at the heart of its offerings.

Key attributes to promote

● Life is magnifique

● Privileged experience / Attention to detail

● French Elegance / Mix of cultures

● Modernity / Luxury (Appearance / Allure)

● Surprise / Boldness

● Gourmandise / Sophistication

CLICK TO EDIT MASTER TITLE STYLEVideo Creative Concepts



VIDEO CREATIVE CONCEPT

Goals & Constraints

● Coherence with brand DNA and photo

briefing

● Homogeneity among various hotel videos

● Promote the guest experience => the

hotel as a luxury place to live in

● Make the product experience visible

without engaging a professional actor

acting a role (budget constraint) => the

video concept has to be cost effective

with & without professional talent

● Artistic dimension (inspiration); neither

advertisement nor corporate film while

keeping the authentic spirit of the place

● Video concept easily understood by

viewers

Creative Ideas

The 5 elements below are 5 creative ideas

to mix and match in order to build a unique

creative-concept video:

● Human Presence (silhouette & subjective

shots)

● Music

● Storyboard

● Transition & editing

● Chromatics & Filters

● Ambassadors in Action

CLICK TO EDIT MASTER TITLE STYLEConcept 1: Human Presence


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Representation of guests: Silhouette 1/2


Silhouette & Subjective Shots

CONCEPT 1: HUMAN PRESENCE

● We propose to feature Guests by Silhouette (professional talent) shown mainly through

wide shots and extreme wide shots (never shoot medium shots to make a face

recognizable) and also through some close-ups and extreme close-ups (cut-ins, OTS

(Over-The-Shoulder Shots), hands opening a door, taking a cup of coffee/glass of wine).

The professional talent will be unaccompanied for the majority of areas except for the

restaurant sequence in the evening.

● This technique would permit delicately balancing the description of the décor

(information) and the representation of the experience (inspiration).


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Representation of guests: Silhouette 2/2




● The idea is to suggest the human presence, rather than show it: by shooting “Silhouettes,”

but also moving shadows, backlit silhouette shots and/or by subtle decor moves (wind in

the curtains, shadows moving, flowing water, moving objects).

● The video must be the occasion for the viewer to identify with the Silhouette and to

experiment by proxy.

● Silhouette should be the main technique to depict the guest’s experience.

● The concept will focus on having a storyboard with a single figure (foster the narration in

the storytelling: increase engagement at the expense of the place/property). In cases

where hotel opts for a non-professional talent, different people can be used as

silhouettes (support the experience and ensure that the property is given equal

attention).


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Representation of guests: Subjective Shots1/2




● To avoid boredom due to the repetition of a single filming technique, the representation

of guests should also be suggested with a counterpoint technique : the Point Of View

(POV) shot or as subjective shots.

● Some sequences will be filmed as a subjective shots with a moving camera at eye-level

to “see” what a guest sees: a luxurious blend of French Art de vivre and local cultural

refinement.

● The intention is to take viewers inside the guest experience and give them a feeling of

"What he or she is going through” (such as discovering the view from his/her room).


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Representation of guests: Subjective Shots 2/2




● The subjective shots should be used as a “complementary” technique (I.e. as a

“counterpoint” to the silhouette technique) :

● Needs to be kept to a minimum

● Not to be used with cut-in shots


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Representation of staff: Silhouette 1/2




● The representation of staff (except for Ambassadors - see below) should also be

suggested by service gestures shown through long shots and extreme long shots, or close

ups (a certain feature, such as staff's hand, filling the frame) and extreme close-ups.

● Medium shots should be avoided. They can be used for the shooting of the Chef and

Ambassador in action as important members of staff.

● The intention is to take viewers inside the guest experience and give them a feeling of

"What he or she is going through” (such as discovering the view from his/her room).


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Representation of staff: Silhouette 2/2




● Service gestures sequences will combine a long shot (or extreme long shot) and a close-

up (or extreme close-up) to put the focus on the attention to detail (excluding the classic

medium shot)

CLICK TO EDIT MASTER TITLE STYLEConcept 2: Music



CONCEPT 2: MUSIC

● The music must represent the Sofitel brand values while supporting the images shown.

● As the video editing will be tied to the rhythm of the music, song selection is key to

determining the pace of the film. In other words, the music selection literally drives the

pace and character of the film:

● Vibrant/dynamic music implies a rapid pace video

● Slower and quieter music suggests a moderately paced video

● Music is also a very interesting element to "suggest" the human presence through voice

and support the modernity with a fresh and vibrant style (versus corporate timeless music:

i.e. no bumps, homogenous, neutral choice).

● The Sofitel corporate music has been chosen for the Sofitel videos: Town To Town -

Instrumental Version.

● Using a different music per category (Legend, Sofitel, So) or the dedicated So music in

the film might be considered.

CLICK TO EDIT MASTER TITLE STYLEConcept 3: Storyboard


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A Guest Journey Throughout The Hotel

Footer

CONCEPT 3: STORYBOARD

● Through the camera lens, the viewer discovers each area, from the lobby to the rooms,

from the bar to the spa, illustrating the unique personality of the property. The film will

focus particularly on original elements of décor and views from each facility.

To Unveil Its Unique Identity

● The film must convey the desire to discover the hotel’s unique atmosphere while

featuring its style and personality through DESIGN, GASTRONOMY and CULTURE. This is

why the video must focus on local details, architecture, F&B and also on some iconic

service gestures (Ambassadors in Action).

And The “Magnifique” Moment

● The film must also be the occasion for the viewer to take in and identify with the hotel’s

most “Magnifique” Moment of the guest experience. That is when the imagery and level

of service converge to create a powerful visual stimuli (climax). This Moment should be

Unique for each hotel and express the hotel’s DNA.

CLICK TO EDIT MASTER TITLE STYLEConcept 4: Transition & Editing


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Transition


CONCEPT 4: TRANSITION & EDITING

● We will use a gradual fade to black transition between significant sequences

(recommend to use it sparingly). With this transition, the shot gradually fades to black at

a slow pace: this gentle timing of the video fade would drive an impression of majesty

and luxury.

● The general storyboard alternates between the “descriptive” shots (long shots) which

allow the viewer to discover the hotel, and the “emotional” shots (close-ups,

ambassador sequences). The editing will also feature framing with perspectives,

emphasizing different points of interest, angles, textures, shapes…

CLICK TO EDIT MASTER TITLE STYLEConcept 5: Chromatics & Filters


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Lighting


CONCEPT 5: CHROMATICS & FILTERS

● We will use natural lighting (as much as possible) and artificial lighting including Dedolight

in order to ensure both precise direct lighting and more gentle, soft lighting, and/or

chinese lanterns in order to create a homogeneous, soft and natural light in 360°. The

main point is to avoid shading in a natural way.

Chromatics and Color Grading

● Color calibration is an important element to guarantee video homogenization.

● We will use professional color grading application (DaVinci) for color correction to ensure

the videos are visually consistent and aesthetically compelling.

● The following basic settings will be applied:

● Bright and contrasted colors (not saturated).

● Increase the contrast if necessary.

● For water (swimming pools, sea, bath, etc..): Increase the brightness.


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Filters and Color Grading


CONCEPT 5: CHROMATICS & FILTERS

● Each of the 3 Sofitel hotel categories is defined by a dedicated filter.

● The 3 photographic filters defined in the “Photographic Production Guidelines” are

inspired by Instagram and are using Rembrandt’s Chiaroscuro techniques.

● We will adapt those photo filters to each video and use them mainly for key emotion

sequences.

SOFITEL WITH FILTER

SOFITEL WITHOUT FILTER LEGEND WITHOUT FILTER

LEGEND WITH FILTER

SO WITHOUT FILTER

SO WITH FILTER

CLICK TO EDIT MASTER TITLE STYLEConcept 6: Ambassadors in Action


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Ambassadors in action


CONCEPT 6: AMBASSADORS IN ACTION

● The presence of an Ambassador is one of the essential/emblematic elements. The idea is

to underscore the « Sofitel got talents » motto.

● The idea is to represent an Ambassador’s action by putting the scene with his or her

participation in context (places). Thus, the ambassador will stage the action while

illustrating one of the key symbols of the Sofitel spirit.

● A list of “surprising” /“fancy” / “elegant” Ambassador actions consistent with the Sofitel

spirit will have to be created with the central communication and marketing team.

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Methodology


BACKGROUND

● In order to ensure a successful, high quality shoot TVtrip will accompany each Sofitel

hotel throughout the project by supplying the hotel contact with a series of documents

(Briefing/guidelines/planning) to help identify “best practices” and “guidelines”. These

documents will help each hotel of the group to look its best and be prepared on the day

of the shoot.

● During the preparation period, we will work with the local hotel team to specifically

identify each distinctive feature of the accommodations, facilities, and other details

which need to be highlighted to ensure they are included in the shot-list.

● We will work closely with the central communication and marketing team of Sofitel in

charge of the shoots to ensure compliance with the filming specifications.


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Global Process


BACKGROUND

List of Hotels

Planning &

Shooting Organization

Video Editing

& Color Grading

Approval Distribution

Step 1Once TVtripreceives the list ofhotels, Videoplanners reachout to the hotel’smain contactwithin 10 days tocheck availabilityand to proposesome shoot dates(once we knowthe availability ofthe film crew intheir region).

Step 2We advise aminimum of fourweeks betweenthe confirmationof the shoot dateand the shootdate itself in orderto give the hotelenough time toorganize thedetails.

Step 3Three weeks areneeded betweenthe shoot dateand delivery ofthe 1st version ofthe video forapproval.

Step 4Approval is givenby the hotelrepresentativesand the globalmanagementteam. Usually thehotel and themanagementteam will needten to fifteen daysto give theirfeedback on thevideo. It can takeup to one weekto complete thesecond editdepending on thenature of thefeedback.

Step 5Once the video isapproved, TVtripprepares theembed codes inorder to put thevideo “live” onAccor's websites.The process fromvideo approval tothe moment thevideo is “live”takes up to oneweek.

CLICK TO EDIT MASTER TITLE STYLEGeneral Technical Recommendations


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DSLR Cameras



● We use the latest Reflex cameras or Compact camcorders exclusively because of their

multiple benefits and filmic aesthetics:

● Saving space in narrow locations

● Speed of implementation, weight and movement

● Lighting saver. Highly sensitive light sensors reduce the necessity for powerful light sources.

● To ensure high quality, we select from the following cameras: Canon 5D MIII, Nikon D800,

Sony NEX FS700, Canon C300/500, Black Magic camera. Other options are possible.


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Framing General Rules



● Subjective shooting: with the camera at eye level to “see” what a customer sees.

● Use a wide angle lens to represent the spaciousness of the various facilities.

● Large and wide open framing : wide angle not a panoramic one.

● Value framing with perspectives, emphasizing different points of interest, angles, textures,

shapes.

● Give the subject breathing room to show generous and luminous spaces.

● Avoid all the unsightly details (plumbing, ventilation, false ceiling tiles, fire extinguishers...).

CLICK TO EDIT MASTER TITLE STYLEPlanning & shooting facilities list


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For each hotel (excl. resorts): three days of shooting


PLANNING & SHOOTING FACILITIES LIST

● Surroundings: shots of the hotel’s immediate surroundings by night or by day.

● Exteriors: shots of the hotel entrance and staff welcome.

● Reception and Lobby: wide shot of the Lobby filmed as a “living area”. Close-up of the

lobby decor(flowers etc).

● Guest Rooms: the footage would highlight up to two different accommodations: one

Suite and one Standard Room, including the views from the rooms, if applicable. A

special focus on MyBed will be made.

● Bathrooms: only suite bathrooms. Specific camera zooms on Hermes bathroom

amenities.

● Restaurant: interior shots with close-ups of signature dishes, footage of the chef if

appropriate, views from the terrace if applicable, breakfast or private in-room breakfast

set up included.

● Bar: highlight of original decorative elements, zoom on barman preparing a cocktail.

● Pool & Spa shots: focus on spectacular view / decorative elements.

● Nights shots: exterior night shots of the property such as pool side, terrace and gardens, if

applicable.

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Deliverables


BUDGET

● Full HD Master Overview immersing the viewer with a complete inspirational overview of

the property, from the luxury of the rooms to the high level of services and amenities of

the hotel. Final version running time: 01:30 – 02:00.

Budget per hotel

● The production costs would be 9,800 EUR per hotel based on the shooting facilities list

(excluding talent) as described on page 33.

● For Resorts, a one Drone shooting day is to be added for aerial shots if requested:

estimated at 2,500 EUR (depending on destination).

Fees and Payment

● We will hire locally whenever possible. Otherwise, crew, travel and material

transportation costs will be charged at an additional fee at cost. Fifty percent of

production costs is to be delivered with the signed contract. The remaining fifty percent is

due upon HD Video approval.


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Additional requests


BUDGET

● If required by the hotel, it is possible to add shooting days at a cost of 3,000 EUR per day

(e.g. in case of spa and resort hotels or the hotels that wish to promote their destination

or nearby points of interest or other important selling points close to the hotel).

● For special requests such as talent, special equipment, aerial shots, voice over, 3D

animation, accessories etc… TVtrip will provide a detailed expense run-down of add-ons.

Pictures

● A set of 12 extracted HD pictures can be produced for 790 EUR.

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Note


TVTRIP CONTACT

● Please note that this document is the hotel version of the videographic brief.

● Camera operators should refer to TVtrip for technical requirements.

Contact Tvtrip

Tatiana Sokolova

[email protected]


THANK YOU!

sofitel video production guidelines · coherence: “life is magnifique”, privileged experience,...

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