Motion Pictures
Motion pictures bring the Haitian brand to life across different formats – from YouTube videos and large LED walls to animated content. To keep the creative framework as open as possible, only a few basic principles are defined.
A Good Start: The Storybook
A storyboard is a key foundation for every video production — from technical application videos and short event clips to larger image films. It helps define structure, messages, visual flow and timing at an early stage.
A clear storyboard ensures that story, visuals, text and music work together with purpose. It keeps the video focused, supports efficient production and helps communicate the message effectively. It also makes the alignment process with the responsible manager more efficient, as feedback, expectations and key requirements can be clarified early on — before filming or editing begins.
Social Media Reels
Spontaneous social media reels do not necessarily require a formal storyboard. However, they should still be considered in advance. Even a simple concept for message, sequence and purpose helps create content that is clear, relevant and consistent with the brand.
Intro / Outro Sequences
To ensure clear brand recognition, all regular video formats should use the official intro and outro. They create a consistent brand appearance across channels and help frame the content in a professional way. The approved files are available for download. Please ask our team!
Special Case: Image Videos
For image videos, the intro may differ from the standard format, as storytelling often takes priority. However, the viewer should understand who is speaking after the first few sequences at the latest. Even in a more emotional or cinematic opening, the sender must become clear early on. But the outro should follow the CI.
Other Special Cases
Intro of a Partnership Video
Possible intro of an Exhibition Video
Cutting
Cutting should support clarity, rhythm and storytelling. As a general rule, sequences should remain visible for at least three seconds where appropriate. However, a video should not consist of nothing but fixed three-second cuts. A balanced variation in pacing usually creates a more natural and higher-quality result.
Too many short cuts in direct succession should be used with caution. As an occasional effect, they can add energy and tension. As a dominant style throughout the entire video — especially together with fast, beat-driven music — they can become stressful for the viewer and reduce message retention.
Key messages and text elements must stay on screen long enough to be read comfortably. Important content should never disappear before the viewer has had enough time to absorb it.
A perfect cut to the music makes a video entertaining
A well-balanced cut and music choice
Music and Editing
Music should support the story, not dominate it. A well-edited video gains much more impact when image and sound work together in a natural rhythm, rather than when music is simply placed underneath the footage. Editing in rhythm with the visuals usually creates a more engaging and professional viewing experience.
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dynamic but not stressful or loud
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emotional but not overly dramatic and heavy
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charming and fresh, but not cheesy or corny
The overall musical tone should feel appropriate to the content and the brand. It may be dynamic and emotionally supportive, but should never feel hectic, aggressive or stressful. Careful music selection is essential, as sound strongly influences how the message and the brand are perceived.
Internationally accessible music sources
Royalty-free or commercially licensable libraries may be used where appropriate, such as
In all cases, the license terms of each track must be checked carefully before use. Royalty-free does not automatically mean free of charge or unrestricted for all purposes.
charming & fresh
We warmly welcome our customers to our Open House and take care to create a friendly and trusting atmosphere.
dynamic & powerful
This campaign video featuring rather dramatic music, which works well in this case because the high performance machine is a world first and was promoted as a highlight in the run-up to the exhibition.
emotional & valuable
Image videos at company level carry the responsibility of representing Haitian as a brand. For this reason, music should never overpower the story. Its purpose is to support and complete the narrative, with careful selection and precise alignment to the message.
In the case of the Group Image video, the music was composed specifically for the project and tailored to the film sequences
Voice Over & Subtitles
Voice-over should be clear, natural and professional. AI-generated voice-over may also be used where appropriate, provided the result is convincing in tone, pronunciation and overall brand fit.
Subtitles can be created manually or generated automatically, for example via YouTube. In all cases, they must be checked carefully for accuracy, timing and readability before publication.
If there is no voice over, the subtitles must support the story telling and underline the message in few words.
Animations
Animations must be created in full accordance with the corporate design. Logos, colors, typography, backgrounds and messages are predefined and must be applied consistently.