Video Production Guidelines

Professional video script writing framework combining Steve Jobs' Apple Keynote methodology with industry-standard two-column audio-visual script format.

When This Skill Activates

• Writing video scripts (demo, tutorial, explainer, testimonial)
• Planning scene breakdowns and shot lists
• Creating production workflows and checklists
• Developing product demo videos
• Building educational healthcare content
• Structuring marketing video campaigns

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Apple Keynote Methodology: Four Core Principles

Principle 1: One Message Per Scene

Each scene communicates a single idea.

Why: Human brain processes information sequentially. Multiple messages = confusion. Single message = clarity and retention.

❌ Bad - Multiple features in one scene:

Scene 3: MYCURE Features
VISUAL: Dashboard showing all modules
AUDIO: "MYCURE has auto-fill, real-time validation, cross-module sync,
       FHISIS reporting, inventory tracking, and appointment reminders."

Problem: 6 features in 1 scene - viewer overwhelmed, remembers nothing

✅ Good - One feature per scene:

Scene 3: Auto-Fill Feature
VISUAL: Registration form auto-filling patient data
AUDIO: "MYCURE's auto-fill saves 70% of data entry time."

Scene 4: Real-Time Validation
VISUAL: Validation checking fields as user types
AUDIO: "Real-time validation catches errors before they become problems."

Scene 5: Cross-Module Sync
VISUAL: Data flowing between Registration and Billing modules
AUDIO: "Data syncs instantly across all modules."

Result: 3 clear, memorable messages

Test your scene: Ask "What ONE thing do I want viewers to remember?"

• Single idea → Good scene
• Multiple ideas → Split into multiple scenes
• Unclear → Refocus or cut

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Principle 2: Visual Supports Audio (Doesn't Duplicate)

Visuals and audio complement, not repeat.

Why: Redundancy wastes cognitive bandwidth. Visual-audio harmony doubles impact.

• Audio explains WHY (concept, benefit, reason)
• Visual shows HOW (demonstration, proof, example)

❌ Bad - Redundant text:

VISUAL: [GRAPHIC: "MYCURE automates patient registration"]
AUDIO: "MYCURE automates patient registration."

Problem: Reading same text while hearing it - redundant, boring

✅ Good - Complementary streams:

VISUAL: [B-ROLL: Patient form auto-filling in 3 seconds]
AUDIO: "MYCURE automates patient registration."

VISUAL: [B-ROLL: Receptionist registering 10 patients quickly]
AUDIO: "That's 70% less time on data entry."

Result: Visual PROVES claim, audio EXPLAINS benefit - impactful

When text overlays ARE okay:

1. Statistics ("73% of clinics", "10 hours saved")
2. Key terms (technical words to remember)
3. CTAs (contact info, demo links)
4. Lower thirds (names, titles, locations)

Text overlay rules:

• 5-7 words maximum
• High contrast (readable)
• On screen 3-5 seconds minimum

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Principle 3: The 3-Second Rule

Every visual element must be on screen at least 3 seconds.

Why: Human visual processing timeline:

• 0-1s: Brain registers change
• 1-2s: Brain identifies what it's seeing
• 2-3s: Brain understands meaning
• 3+s: Brain integrates information

Timing guidelines:

• Text overlays: 3-5 seconds minimum
• Graphics: 3-4 seconds minimum
• B-roll shots: 3-6 seconds per shot
• Transitions: 0.5-1 second (quick, don't linger)
• Scene changes: 10+ seconds minimum

❌ Bad - Rapid cuts:

[B-ROLL: Typing - 1 second]
[B-ROLL: Clicking - 1 second]
[B-ROLL: Scrolling - 1 second]
[B-ROLL: Saving - 1 second]

Problem: 4 shots in 4 seconds - can't process, feels hectic

✅ Good - Sustained shots:

[B-ROLL: Wide shot of typing, clicking, saving - 6 seconds]
[B-ROLL: Close-up of successful save confirmation - 4 seconds]

Result: 2 shots in 10 seconds - viewer processes information calmly

---

Principle 4: Progressive Disclosure

Reveal information in layers, building anticipation.

Why: Matches natural learning progression. Creates curiosity. Maintains engagement.

Structure:

1. Tease - Hint at solution without revealing
2. Problem - Establish pain point viewer relates to
3. Solution - Reveal MYCURE as answer
4. Demonstration - Show solution in action
5. Benefit - Quantify impact
6. CTA - Direct next step

Example progression:

Scene 1 (Tease): "What if patient registration took 5 minutes instead of 15?"
Scene 2 (Problem): "Manual registration wastes 10 hours weekly for most clinics."
Scene 3 (Solution): "MYCURE's Registration module automates the process."
Scene 4 (Demo): [Show auto-fill, validation, sync in action]
Scene 5 (Benefit): "Clinics save 8 hours per week. That's an entire workday."
Scene 6 (CTA): "Book a free demo at mycure.md"

---

Two-Column AV Script Format

Why This Format?

Industry standard used by documentaries, corporate video, TV production.

Benefits:

1. Clear separation - Director knows what to shoot, narrator knows what to read
2. Parallel development - Visual and audio teams work simultaneously
3. Precise timing - Word count ÷ 2.5 = seconds of narration
4. Easy review - Stakeholders can visualize without seeing video

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Script Template Structure

---
title: "MYCURE Registration Module Demo"
video_type: Demo | Tutorial | Explainer | Testimonial | Social
duration_estimate: "2:30"
target_audience: "Philippine clinic administrators"
key_message: "MYCURE Registration saves 70% of data entry time"
status: draft
---

# MYCURE Registration Module Demo

## Video Overview

**Type:** Product Demo
**Duration:** 2:30
**Target Audience:** Philippine clinic administrators, receptionists
**Key Message:** MYCURE Registration module reduces registration time from 15 to 5 minutes
**CTA:** Book demo at mycure.md

---

## Scene 1: Hook

| VISUAL | AUDIO |
|--------|-------|
| [SCENE 1: Busy clinic waiting room, patients waiting] | [VOICEOVER] Patient registration takes forever. |
| [B-ROLL: Receptionist overwhelmed with paperwork] | [VOICEOVER] 15 minutes per patient. Mountains of paperwork. |
| [GRAPHIC: "What if it only took 5 minutes?"] | [MUSIC: Upbeat transition] |

**Timing:** 15 seconds
**Purpose:** Hook viewer with relatable problem
**Transition:** Fade to Scene 2

---

## Scene 2: Problem

| VISUAL | AUDIO |
|--------|-------|
| [SCENE 2: MYCURE dashboard, focus on Registration module] | [VOICEOVER] MYCURE's Registration module changes everything. |
| [B-ROLL: Form auto-filling patient data] | [VOICEOVER] Auto-fill remembers returning patients. |
| [B-ROLL: Validation checking fields in real-time] | [VOICEOVER] Real-time validation catches errors instantly. |

**Timing:** 20 seconds
**Purpose:** Introduce solution with key features
**Transition:** Cut to Scene 3

---

[Continue for all scenes...]

---

## Production Notes

**Assets Needed:**
- Screen recording: MYCURE Registration module workflow
- B-roll: Clinic waiting room, receptionist at desk, patients
- Graphics: "5 minutes" text overlay, checkmark animations
- Music: Upbeat background track (non-intrusive)

**Technical Specs:**
- Resolution: 1920x1080px (Full HD)
- Frame rate: 30fps
- Audio: 48kHz stereo
- Format: MP4 (H.264)

---

Visual Column Notation

Scene Descriptions

Format: [SCENE X: Description]

Include:

• What's visible on screen
• Key UI elements highlighted
• Visual focus point

Examples:

[SCENE 1: MYCURE dashboard, all 6 modules visible, clean interface]
[SCENE 3: Registration form, empty with cursor in "Name" field]
[SCENE 7: Inventory showing real-time stock across 3 locations]

B-Roll Footage

Format: [B-ROLL: Action or subject]

B-roll = supplementary footage supporting voiceover

Examples:

[B-ROLL: Hands typing "Maria Santos" into patient name field]
[B-ROLL: Clinic receptionist smiling at patient]
[B-ROLL: Cursor clicking "Save" button, confirmation appears]
[B-ROLL: Medicine bottles on clinic shelf]

When to use B-roll:

• Demonstrate user actions (typing, clicking)
• Show real-world context (clinic, staff, patients)
• Illustrate abstract concepts (efficiency = fast activity)
• Add visual variety

Graphics & Overlays

Format: [GRAPHIC: "Text" or description]

Examples:

[GRAPHIC: "70% time savings" fades in]
[GRAPHIC: Arrow pointing to "Auto-fill" button]
[GRAPHIC: Checkmark animation]
[GRAPHIC: Lower third - "Dr. Maria Santos, General Practitioner"]

---

Audio Column Notation

Voiceover

Format: [VOICEOVER] Script text...

Writing guidelines:

• Conversational tone (write how people speak)
• Short sentences (10-15 words max)
• Active voice ("MYCURE saves time" not "Time is saved by MYCURE")
• Contractions okay ("it's", "you'll", "that's")

Timing calculation:

• Average speaking pace: 150 words per minute
• Conversational pace: 2.5 words per second
• Formula: Word count ÷ 2.5 = seconds

Examples:

[VOICEOVER] Manual registration takes 15 minutes per patient.
(8 words ÷ 2.5 = 3.2 seconds)

[VOICEOVER] MYCURE's auto-fill feature saves 70% of that time.
(9 words ÷ 2.5 = 3.6 seconds)

Music Cues

Format: [MUSIC: Description]

Types:

• [MUSIC: Upbeat background begins] - Scene opens
• [MUSIC: Swells] - Emphasize key moment
• [MUSIC: Fades out] - Scene closes
• [MUSIC: Transition] - Between scenes

Music guidelines:

• Instrumental only (no lyrics compete with voiceover)
• Non-intrusive (viewer barely notices it consciously)
• Royalty-free or licensed (Epidemic Sound, Artlist, AudioJungle)
• Match mood (upbeat for benefits, calm for education)

Sound Effects

Format: [SFX: Description]

Examples:

[SFX: Keyboard typing]
[SFX: Mouse click]
[SFX: Success chime]
[SFX: Notification ping]

Use sparingly - Only when enhancing specific action.

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Video Types & Templates

Demo Video (30-90 seconds)

Purpose: Show MYCURE feature in action

Structure:

1. Hook (5-10s): Tease benefit
2. Problem (10-15s): Establish pain point
3. Demo (20-40s): Show feature working
4. Benefit (10-15s): Quantify impact
5. CTA (5-10s): Next step

Example: Registration module demo (covered in template above)

Tutorial Video (2-5 minutes)

Purpose: Teach how to use feature step-by-step

Structure:

1. Introduction (10s): What you'll learn
2. Step 1 (30-60s): First action
3. Step 2 (30-60s): Second action
4. Step 3 (30-60s): Third action
5. Recap (20s): Review key steps
6. CTA (10s): Practice or next tutorial

Example:

Scene 1: "Learn how to register a new patient in MYCURE"
Scene 2: "Step 1: Click 'New Patient' button"
Scene 3: "Step 2: Enter patient information"
Scene 4: "Step 3: Save and confirm"
Scene 5: "You've successfully registered a patient!"

Explainer Video (60-120 seconds)

Purpose: Explain concept or problem MYCURE solves

Structure:

1. Hook (10s): Relatable problem
2. Problem deep-dive (20-30s): Explain pain
3. Solution introduction (10s): MYCURE as answer
4. How it works (30-40s): High-level explanation
5. Benefits (10-20s): Key advantages
6. CTA (10s): Learn more

Social Media Video (15-60 seconds)

Purpose: Quick engagement, shareable

Structure:

1. Hook (3s): Stop scroll
2. Value (10-30s): One key benefit
3. CTA (2-5s): Follow/demo/share

Platform adaptations:

• Instagram/Facebook: Square (1:1) or vertical (9:16)
• LinkedIn: Landscape (16:9), professional tone
• Twitter: Short (15-30s), landscape
• TikTok/Reels: Vertical (9:16), fast-paced

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Production Workflow

Pre-Production

1. Script Writing

   • Draft script using template
   • Stakeholder review and approval
   • Calculate timing (word count ÷ 2.5)

2. Asset Planning

   • List all screen recordings needed
   • Identify B-roll shots required
   • Design graphics/overlays
   • Select music tracks

3. Storyboarding (optional for complex videos)

   • Sketch key frames
   • Visualize transitions
   • Plan camera angles (if live action)

Production

4. Screen Recording

   • Record in 1920x1080 (Full HD)
   • Use clean, consistent UI state
   • Multiple takes for each scene
   • Record separately for each scene

5. B-Roll Filming (if applicable)

   • Shoot clinic environment
   • Capture staff/patient interactions (with consent)
   • Get multiple angles
   • 3-6 seconds per shot minimum

6. Voiceover Recording

   • Professional narrator or clear voice
   • Quiet environment (no echo/background noise)
   • 48kHz stereo audio
   • Record all at once for consistent tone

Post-Production

7. Editing

   • Assemble scenes per script
   • Sync voiceover to visuals
   • Add graphics/text overlays (3-5s each)
   • Insert B-roll where specified
   • Add music and sound effects

8. Review & Revise

   • Internal review against script
   • Check 3-second rule compliance
   • Verify audio levels (voiceover louder than music)
   • Test on multiple devices
   • Stakeholder approval

9. Export & Publish

   • Export: MP4, H.264, 1920x1080, 30fps
   • Upload to platform (YouTube, Vimeo, social)
   • Add captions/subtitles (accessibility)
   • Optimize thumbnail and title

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Quality Checklist

Script Quality:

• One message per scene (Principle 1)
• Visual supports audio, doesn't duplicate (Principle 2)
• All elements on screen ≥ 3 seconds (Principle 3)
• Progressive disclosure structure (Principle 4)
• Clear CTA at end
• Timing calculated (word count ÷ 2.5)

Production Quality:

• 1920x1080 resolution minimum
• 30fps frame rate
• Clean UI (no personal data visible)
• Voiceover clear and audible
• Music non-intrusive (background level)
• Graphics readable (high contrast)
• B-roll relevant and smooth

Accessibility:

• Captions/subtitles included
• Audio description (if applicable)
• High contrast text overlays
• No flashing elements (seizure risk)

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Resources

Reference Documentation:

• APPLE_KEYNOTE_METHOD.md - Full methodology with examples
• SCRIPT_FORMAT.md - Complete notation guide

Tools:

• Screen Recording: OBS Studio (free), Camtasia, ScreenFlow
• Video Editing: DaVinci Resolve (free), Adobe Premiere Pro, Final Cut Pro
• Music: Epidemic Sound, Artlist, AudioJungle
• Stock Footage: Pexels Videos (free), Artgrid, Storyblocks

Timing Calculator:

Word count ÷ 2.5 = Seconds of narration

Example:
75 words ÷ 2.5 = 30 seconds
150 words ÷ 2.5 = 60 seconds (1 minute)

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Summary

Apple Keynote Principles:

1. One message per scene
2. Visual supports audio (doesn't duplicate)
3. 3-second minimum for all elements
4. Progressive disclosure builds engagement

Two-Column Script:

• VISUAL column: What to show
• AUDIO column: What to say
• Clear scene separation
• Timing calculations

Production Workflow:

1. Write script using template
2. Plan assets (screen recordings, B-roll, graphics)
3. Record/film all elements
4. Edit per script specifications
5. Review against quality checklist
6. Export and publish with captions

Remember: Great videos are planned, not improvised. Spend 80% of time on script, 20% on production. A clear script makes editing effortless.