World Wildlife Fund Photo and Video Guidelines
General WWF Imagery Principles
Four principles to help maintain consistency in image quality and experience:
- All WWF field staff, government officials, partners, and guides should be treated with respect. Be aware of local customs and cultural sensitivities that impact your work and heed them to the best of your ability. WWF strives to consistently portray indigenous people and local communities as accurately as possible.
- Minimize any impact on nature and the environment during the course of your assignment.
- Photography must represent accurately the subject matter and events being captured; manipulation of images is strongly discouraged. Adjustments made to an image for creative purposes must be disclosed.
- Captioning must be specific, accurate, and truthful, both explicitly and implicitly. For example, captive animals should not be represented as wild, whether by stated information or by omission.
Photographic images shall be delivered to WWF in accordance with these formats and minimum standards:
- Size and resolution printable to A4 or greater at 300 dpi (i.e., minimum 4800 pixels along the longest side)
- Hi Res JPGs with camera jpeg compression levels that are set to minimum with no further compression or resizing of original files
- Images to be delivered without any manipulation
- Camera color setting: Adobe RGB (not sRGB or converted from sRGB)
WWF uses standard IPTC Headers to transfer captions and metadata into our system for future identification. The information below must be embedded in the IPTC Headers of each digital image (editable in “File Info” in Adobe Photoshop and the “Metadata” panel of Adobe Bridge).
Essential IPTC fields:
- Creator: Photographer’s name. (Do not include photographer’s credit in the caption. WWF credits all images, but including credits in captions will be considered nondelivery of agreed product.)
- Date Created: Date the photo was taken (include for each picture).
- Description: Unique captions for each image describing who is depicted in the image, where the image was taken, and what is going on in the image. (For example, “A male lion in the Okavango Delta, Botswana” or “Charles and Jane Barfknecht, landowners in Muenster, Texas, pose with their cat Stinky in a pasture on their property.”)
A note on copying and pasting captions: While the copy-and-paste function can be useful for adding common information across a range of images, remember that individual captions must reflect—in some detail—the key objects, people, species, and/or actions unique to each individual image. WWF will consider generalized or incomplete captions to be nondelivery of agreed product (see “Deliverables” in your WWF contract).
If you use image management software (such as Photoshop, MediaPro, LightRoom, etc.) with field names that differ from the IPTC Header standard, equivalents for that particular program can be provided on request to ensure that everything transfers properly.
Videos shall be delivered to WWF in accordance with these formats and minimum standards:
- raw material
- a 20-minute B-roll package with a time-coded slate (see sample below)
- master sequence(s) which includes one of the following HD/4K formats:
- QuickTime Apple Pro Res
- QuickTime H264 at 20 MB minimum
- a web-ready file for YouTube (should also be a deliverable in your vendor contract)
- a textless version of the master sequence which can be used by the Network for non-English-language versions
- documentation of all licensing, credit, and copyright information including music and third party stock
- a separate document (such as a Word doc) that includes a shot list for each of the master video files
- Adobe Premiere Project file of the master(s)
The web and social media are the most common distribution platforms for WWF videos, so choose a running time that is appropriate for online and social distribution. Keep in mind that about 82% of web viewers stop watching after 30 seconds; if you want viewers to get your message, the shorter the better. Social videos are often vertical for Instagram and sound is not played by viewers 90% of the time, so keep in mind that text overlays may be required.
Our brand specifies the use of these fonts only in WWF videos:
- Open Sans (preferred)
- WWF font and Univers LT family (for opening titles only)
- Arial (for subtitles, end credits, URL, call to action, and copyright statement)
B-roll packages must include these items:
- a WWF-branded time-code slate at the beginning of the video (we will provide you with the WWF logo, which should appear at the top left corner of the screen)
- the WWF copyright statement on the B-roll slate, and also on the ending slate
- a shot list set in Open Sans, Arial, or the WWF-branded font
Sample B-roll slate:
End with the logo (preferred): Our panda stencil video ident, which is used Network-wide, consists of a tail sequence that ends every film. Our logo is available upon request.
Use of partner logos: When creating endings for films produced in association with other organizations, set the WWF logo so that it is equal in height to the partner logo(s). When placing text or another logo near the WWF logo, make sure there is the specified amount of space separating them. Place text or other logos apart from the WWF logo at a minimum distance that equals the height and width of the “W” in the “WWF” type from the panda logo (see example).
Example of a WWF logo set with partner logo:
Rights to footage, images, and music must be properly licensed, and the credits required by those licenses must appear on slates at the end of the film. To avoid adding unnecessary run time, keep this section brief.