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AT&T Experience More: Video Production Strategy Case Study …

Learn how AT&T's Diversity Marketing Campaign, Experience More, showcased their commitment to inclusion through media-rich accessible marketing focusing on visual disabilities. Includes challenges, guidelines, and examples.

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AT&T Experience More: Video Production Strategy Case Study …

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  1. AT&T Experience More: Video Production Strategy Case Study … Audio Description: The “Silent” WCAG 2.0 AA Video Accessibility Guideline Aaron Bangor, Ph.D., CHFP, CPACC Lead Accessible Technology Architect AT&T Hiram Kuykendall Chief Technology Officer Microassist @hiramk @DrBangor https://tinyurl.com/ybm8r892

  2. AT&T Diversity Marketing Campaign: Experience More • AT&T Marketing’s goal • Showcase AT&T’s commitment to diversity and inclusion via technology solutions that enable all customers, particularly those with disabilities to #ExperienceMore • Developed a 10-week campaign from August – October 2017, wrapping up in Blindness Awareness Month • Signature event: Emmitt Smith describing Dallas Cowboys game as Aira agent for a social media contest winner • Drive to Retail Stores • Events with Campaign Ambassadors –Christine Ha, Michael Hingson, Erich Manser, Erik Weihenmayer, Two Blind Brothers, and others • Paired with device accessibility training – “Wireless Independence Now” (att.com/accessibility)

  3. Accessible Marketing Can be Media-Rich • 2017’s Experience More focus was on individuals with visual disabilities • Highlighted solutions needed to reflect this target audience • Campaign web site and marketing content needed to be universally usable, but accessibility for visual disabilities was especially important • Key areas of focus • Social media accessibility • Video is a driver of engagement, so its use would be extensive

  4. Social Media and Video Examples from #ExperienceMore Instagram post from emmittsmith22 – “I had such an incredible time being the “eyes” for Pete at a recent @dallascowboys game. Along with @att, I was able to share the game with an avid sports fan, despite being blind was such a humbling experience. #aira #sundayfootball #cowboys #gators” “Just because you’re blind doesn’t mean you stop dreaming.” – Apl.de.ap

  5. Video Production Team

  6. Video Requirements: Audio Description Basic audio description: • Close your eyes • Play Video 1 Without Audio Description • Play Video 2 With Audio Description Answer the following: • Goal: Introduce the video and establish credibility of the speaker. • Who is speaking? • What credibility was established? Video 1: Michael Hingson: https://youtu.be/3o5Sk8USVe0 Video 2: Michael Hingson: https://youtu.be/o_6DT5KY-rs

  7. Home Grown AD Guidelines (Experience More) Guidelines goals for this project: • The speaker is most important content • Do not talk over the speaker • Do not override the director • Strive to Make Remediation Transparent • Work with the transitions and pauses • Tricks like increasing speech rate should not be noticeable • Distinguishing Content • Missing Content • Capturing Non-verbal Content (Emotion) • Ranking Content Importance

  8. Audio Description Challenges: Insufficient Time The Short Pause (Insufficient Time) • Talk faster Pete Lane and Patrick Lane 0:08 • Speed up in editing Pete Lane and Patrick Lane 0:24 • Move first available spot • Move Close (preceding transition…) Christina Ha 1:00 • Move First Available • Extended Audio Description (Stop and Chop) • Freeze Frame Emmitt Smith and ATT Dallas 0:05 https://tinyurl.com/ybm8r892

  9. Audio Description Challenges: Distinguishing Distinguishing Content • B-roll Dilemma (Alternate footage) • No Content Value (eye candy) Pete and Patrick Lane (0:54) • Content Adequate Described Natively Pete and Patrick Lane (1:09) • Missing Content • Information on the Screen Pete and Patrick Lane (0:36) • Emotional Christina Ha – production (0:37) Christina Ha – mechanical (0:37) https://tinyurl.com/ybm8r892

  10. Content or Eye Candy Rules • Read the director’s instructions. • Watch the short video. • Identify visual elements related to Hingson’s book. Director Instructions: We have added visual elements to allow author Michael Hingson promote his book. Michael Hingson 0:15

  11. Content or Eye Candy – Question 1 1:20 – Book: thunder dog, repeated New York Times Best Seller What important information was left out? 1:24 – Braille book displayed 2:16 – CD Version Shown 2:50 – Repeat of the book visual

  12. Content or Eye Candy – Question 2, 3 • Was there any research needed? • Not 100% sure thunder dog was printed in Braille • United States Ambassador for the Braille Literacy Campaign • What challenges are we going to have with the AD? • Music is set. • Information is scattered.

  13. AD Process – Professional Video Company • First Draft Approval • Director • Client Storyboard / Script Development • Video Shoot • Scenes Shot • Voice Recording • AD Step 2: Apply AD (Recommended) • Bring in AD Script Writer • DIY Approach • Professional Organization • Voice Talent for AD Voice Over • Editing • Shot Video Segments • Supplementary Footage (B-roll, Images) • Make Transition Slides • Music – Temporary / No Music • Final Assembly • Final Changes • Final Music • AD Step 1: Early Feedback • Preliminary review by AD team. • Suggest timing extensions for AD. • Make list of unknown elements(speakers, images, etc.) • Bring in AD Script Writer • Draft AD Point of No Return • AD Step 3: Remediation (Most Expensive!) • Bring in AD Script Writer • Voice Talent for AD Voice Over • Third Round Video Editing AFTER AD! • Captioning • Delivery

  14. Required Assets for Delivery • Specify Delivery Formats • Specify the Need for Audio Description! • Players with Closed Caption(YouTube) • Video with Audio Description Track • Closed Caption File (SubRip) • Players Requiring Open Caption (Twitter) • Video with Audio Description Track + Open Caption • Players with Audio Description – OPTIONAL - (Abel Player) • Video without Audio Description Track • Audio Description Track (WebVTT) • Closed Caption File (Subrip)

  15. Checklist Goal: Control the cost of Audio Description Development! • Reduce the amount of “back and forth” time between AD team and production team on content development. • Reduce the amount of rework by video production and AD teams. • Set clear guidelines! Checklist Available: https://tinyurl.com/ybm8r892

  16. Questions

  17. Thank You! Aaron Bangor, Ph.D., CHFP, CPACC Lead Accessible Technology Architect AT&T Hiram Kuykendall Chief Technology Officer Microassist @DrBangor @hiramk Assets: https://tinyurl.com/ybm8r892 CSUN Backchannel: https://tinyurl.com/ycukmlew Accessibility In the News: https://www.microassist.com/digital-accessibility/ Survey: https://www.surveymonkey.com/r/5XJG9NG

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