CLICK TO EDIT MASTER TITLE STYLE
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
CLICK TO EDIT MASTER TITLE STYLE
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
CLICK TO EDIT MASTER TITLE STYLE
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
CLICK TO EDIT MASTER TITLE STYLE
7TVtrip - Sofitel Short Film Production
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
CLICK TO EDIT MASTER TITLE STYLE
9
Representation of guests: Silhouette 1/2
TVtrip - Sofitel Short Film Production
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).
CLICK TO EDIT MASTER TITLE STYLE
10
Representation of guests: Silhouette 2/2
TVtrip - Sofitel Short Film Production
Silhouette & Subjective Shots
CONCEPT 1: HUMAN PRESENCE
● 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).
CLICK TO EDIT MASTER TITLE STYLE
11
Representation of guests: Subjective Shots1/2
TVtrip - Sofitel Short Film Production
Silhouette & Subjective Shots
CONCEPT 1: HUMAN PRESENCE
● 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).
CLICK TO EDIT MASTER TITLE STYLE
12
Representation of guests: Subjective Shots 2/2
TVtrip - Sofitel Short Film Production
Silhouette & Subjective Shots
CONCEPT 1: HUMAN PRESENCE
● 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
CLICK TO EDIT MASTER TITLE STYLE
13
Representation of staff: Silhouette 1/2
TVtrip - Sofitel Short Film Production
Silhouette & Subjective Shots
CONCEPT 1: HUMAN PRESENCE
● 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).
CLICK TO EDIT MASTER TITLE STYLE
14
Representation of staff: Silhouette 2/2
TVtrip - Sofitel Short Film Production
Silhouette & Subjective Shots
CONCEPT 1: HUMAN PRESENCE
● 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
CLICK TO EDIT MASTER TITLE STYLE
16TVtrip - Sofitel Short Film Production
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
CLICK TO EDIT MASTER TITLE STYLE
18
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
CLICK TO EDIT MASTER TITLE STYLE
20
Transition
TVtrip - Sofitel Short Film Production
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
CLICK TO EDIT MASTER TITLE STYLE
22
Lighting
TVtrip - Sofitel Short Film Production
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.
CLICK TO EDIT MASTER TITLE STYLE
23
Filters and Color Grading
TVtrip - Sofitel Short Film Production
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
CLICK TO EDIT MASTER TITLE STYLE
25
Ambassadors in action
TVtrip - Sofitel Short Film Production
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.
CLICK TO EDIT MASTER TITLE STYLEBackground
CLICK TO EDIT MASTER TITLE STYLE
27
Methodology
TVtrip - Sofitel Short Film Production
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.
CLICK TO EDIT MASTER TITLE STYLE
28
Global Process
TVtrip - Sofitel Short Film Production
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
CLICK TO EDIT MASTER TITLE STYLE
30
DSLR Cameras
TVtrip - Sofitel Short Film Production
GENERAL TECHNICAL RECOMMENDATIONS
● 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.
CLICK TO EDIT MASTER TITLE STYLE
31
Framing General Rules
TVtrip - Sofitel Short Film Production
GENERAL TECHNICAL RECOMMENDATIONS
● 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
CLICK TO EDIT MASTER TITLE STYLE
33
For each hotel (excl. resorts): three days of shooting
TVtrip - Sofitel Short Film Production
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.
CLICK TO EDIT MASTER TITLE STYLEBudget
CLICK TO EDIT MASTER TITLE STYLE
35
Deliverables
TVtrip - Sofitel Short Film Production
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.
CLICK TO EDIT MASTER TITLE STYLE
36
Additional requests
TVtrip - Sofitel Short Film Production
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.
CLICK TO EDIT MASTER TITLE STYLETVtrip Contact
CLICK TO EDIT MASTER TITLE STYLE
38
Note
TVtrip - Sofitel Short Film Production
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
CLICK TO EDIT MASTER TITLE STYLE
THANK YOU!