Film & Animation

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FOOTAGE

As in the field of pictures, people, and objects always have to be presented as authentically as possible. The content conveyed determines whether the people look directly into the camera or at a point next to it (e.g. within an interview). If several people are giving an interview or making a statement, you need to make sure that everyone is positioned in a balanced way within the scene. See the editing caption for more information on the postproduction.

Authenticity  
Statements by actors and cast members need to be communicated in an emotional, effortless, and personal way. Try to avoid overacting and strictly rehearsed lines. 

Momentum   
When producing moving images for us, you may give your creativity free rein. The quality of the movie has to match our company’s quality and must be upheld for all our products, including our communication products. In general, you can do what you think fits best with camera shots and framing, etc., but keep in mind that unexpected angles and dynamic camera work often help to draw the audience’s attention to the film. No matter what, the film design should enhance the content. 

Authentic  
People need to be placed in authentic light as well as authentic situations. The same holds for artificial extensions within scenes – when M-crobes are integrated into real footage, they should not look out of place, but rather fit in the scene.

Dynamic
For example, use drone flights, action cams, and gimbals to make your footage more outstanding and vibrant at the same time.  

MOVIE EDITING 

For the editing of our video content please consider the motion principles first. They give you a fundamental view on how our moving images should be edited in a vibrant and authentic way to complete the image of the brand. Please make sure to cut and edit the material according to the content conveyed and the mood transported. In interview scenes, for example, try to edit the footage in the direction people talk to each other to direct the eye of the viewer. 
Please note that you should use appropriate material for the beginning and the end of the film that complies with our regulations for intros and outros

Color grading  
Our films are characterized by natural, rich colors and balanced contrast, so there should be no spots in the final graded material that are too dark or pale. Skin tones can be given a warm, sunny hue. The imagery should never appear metallic.
In any case, the moving images should reflect our image and so it is important to create use color grading that also matches the color composition chosen for logo animation and other additional elements. It is essential to always ensure that additional motion elements are clearly recognizable in the respective film backgrounds. If you decide to work with elements such as cells in the background, their colors should match the chosen color scheme. Never edit the material using a monochromatic, desaturated, or black-and-white color grade.  

Editing and color grading
A vibrant and authentic atmosphere should be created. Natural, rich colors and a balanced contrast define and characterize our films. 

Historical items
Historical pieces are the only clearly defined exceptions to the rules mentioned above. Depending on the source material, black-and-white or monochromatic imagery may be used to underscore historical aspects.

2D ANIMATION

Our illustrated style for video is all-encompassing and vibrant. Animated elements are designed in a simple, yet precise style. Please see the guidelines specified for illustrations for further information.   

Animation style  
In any case, the animated videos should not appear too infantile. To provide an animation style that corresponds to the natural experiences of the viewers as well as to our brand image, it is always essential to consider the motion principles.   
 
Colorful backgrounds  
2D animated films are based on colorful backgrounds. The whole screen is used for animation. If you create an entire world in line with our design palette, it should encompass as much as possible. No matter what, never use a completely white background.  

3D ANIMATION

Besides 3D animated films in an illustrated style, we also do photo-realistic animation, which is subject to the same rules as for our photographs: objects should appear natural and visually appealing. Artificial 3D looks are to be avoided because they do not align with our natural, vibrant identity. It is important to note that we never animate people in 3D. The only exception here is for medicinal or anatomical depictions. For a complete setup of a 3D scene, also including footage compositing, please see the sections on M-crobes and 3D objects.  

Right color choice   
When choosing colors for 3D, use as few colors as possible in each scene, but as many as necessary to create a lively atmosphere. Note that the colors employed within a scene must absolutely harmonize with one another and the additional elements in the video – start and end frames and lower thirds.   
 
M-crobes
In videos, M-crobes are primarily employed as 3D animation and in live-action sequences. They may be inserted as part of the backdrop – in the background of people speaking or as an artificial extension within movie scenes for instance.  

Colorful statements   
The monochrome M-crobes should also always harmonize with the colors of the start and end frames as well as other elements used in the film.

Animation style  
For animations of M-crobes and 3D objects, the general motion principles need to be respected. All movements should feel soft and natural and not be too playful.

3D objects and animation
When 3D objects are animated this should always be in line with our motion principles as well as reflect our brand image. The animations, just like camera movements, should feel natural and not be too erratic or choppy.  

M-crobes animation  
The movements should feel soft and natural. Look at our motion principles for more information.

MEDIA ASSET MANAGEMENT

All our brand elements such as logos, cells, and strings, as well as InDesign templates, images, and much more, can be found on our Media Asset Management System (MAM). Guidance on how to request access to the MAM front-end interface can be found in our MAM room on EVA (intranet).

ACCESS MAM

Creating deliverables for outside of the U.S. and Canada?

Then go to our Additional Information section and find specific moving images information for creating deliverables for outside U.S. and Canada there.

  • PICTURES

    Our photos are vivid. Whether single people, objects, or a composition, they always transport meaningful messages.

    Learn more
  • ILLUSTRATIONS

    Memorable and meaningful: our illustrations tell complex stories in a simple way.

    Learn more
  • M-CROBES 

    M-crobes are a physical expression of our brand. They express our culture of exploration and discovery. 

    Learn more

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