Talent/Usage

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Actors

You can use either male or female voiceover actor for your video projects. Make sure the actor is not too young and has a friendly demeanor and voice. Ideally actors will exhibit friendly natural expressions and appear genuine and not forced. Models should be wearing outfits with neutral colors, and low-contrast minimal patterns. If necessary, use bright colours sparingly. This will keep our focus on the people and the content surrounding the photo when placed on a webpage.

You can find an example of an actor in this live action video here (NOTE: This video is shot against a white screen due to project restrictions)

Example

Using real people

This is where and how viewers feel the emotional power of our brand. Use live action for testimonials and brand/value proposition videos that help answer the question "What does CareCredit do to help me and my family, or me, my patients and staff?"

There's nothing more powerful than to hear—in their own words—cardholders talking about how CareCredit has helped them live healthier and enjoy life more. Or how grateful they are to know they can always depend on CareCredit to feel prepared for life's unexpected events.

And while providers may not be as emotional as cardholders, it's very impactful to see and hear them talking about how CareCredit helps their patients/clients move forward with care and how we help providers build and maintain a more successful practice.

We're here to help people. Let's use real people—wherever and whenever we can—to speak for us. By telling their story, they tell our story better than we can ourselves.

Voiceover/Tone

You can use either male or female voiceover talent for your video projects. Make sure the voice tone is positive and friendly but make sure that you don't choose a voice actor with a inflection that sounds forced or overly-positive as well as not too drab or dull. The voice actor must sound like a friendly approachable person who genuinely wants to tell you about the subject matter.

If you are making a series of videos please use the same voice actor. If you are using a mix of live action video and motion graphics only videos in a series please use your live action actor as the voice talent for your motion graphics only video in order to promote consistency.

Using voiceover for full effect

The audio should reinforce and complement what the video is communicating, and vice versa. People's brains have a hard time comprehending when they're hearing one thing and seeing another, so make sure the visual and audio portions help and don't fight each other.

But—having said that—don't use audio to just repeat verbatim what may be on the screen. If you want to reinforce with audio what's being shown in text, say it in a little different way while making the same point, so things aren't too "see say."

Choosing voiceover

The people we use for voiceover are literally the voice of our brand, so we want to use voices that represent the qualities of our brand: likeable, friendly, optimistic and helpful.

Using animation

Animation is a great tool for helping people understand how things work. It can be very useful when we're trying to explain how certain features work, like Pay My Provider, CareCredit Direct, or Provider Center, for example.

Using animation is great for conveying simplicity and ease-of-use when giving feature demos, and for topics that can't be visualized easily using real-life photos or video.

But, it's not so great when we're communicating the powerful, positive emotional impact we have on people's lives. While animation is great at helping people understand something, we use real people when we want people to feel something.

Choosing an animation style:

While brands often use animation to seem friendlier, using the wrong kind of animation can make a brand look silly, superficial, or too juvenile.

There are many kinds of animation styles, but the ones that work best for our brand are simple yet sophisticated and not overly cartoony. It should be clean, simple and friendly.

Don't use animation as a way of saving money on talent or photography; showing real people and genuine emotions is always best for our brand.

Graphic Illustration

Animated Infographics

Animated Type on Live Film

Animated Type on Photography

Music

Use positive friendly music to help enhance your videos. Avoid overly aggressive musical elements such as loud drums or electric guitar. Refer to the live action video above for a good example of music