Cambridge videos bring our brand voice to life. They highlight curiosity, discovery and collaboration. Each video has a purpose – to reach the right audience and communicate a clear message.

Once you know your video's goal and audience, focus on the following elements.

Put people at the heart

Our stories are about people. We value diversity – of thought, background and experience. Your video should show:

  • members of the University community
  • collaborators
  • those directly impacted and partners
  • people affected by the challenges we address
  • external experts who support our work
  • beneficiaries of our research and projects

Show, don’t tell

Strong videos show the story through real moments. Use authentic, documentary-style footage. Candid clips can feel honest and relatable, and they help audiences connect with what we do.

Gather more footage than you think you need. Use lots of B-roll (extra clips of people and places) to add depth and context. It helps make your story feel real.

Consistency, not repetition

We want people to return to our videos because they’re engaging and provide value.

Be consistent in using our brand framework to build recognition and trust. Use engaging content and storytelling techniques to keep things fresh. Avoid repeating the same messages or visuals.

Aim to be memorable, not predictable.

Add a clear call to action

Your call to action (CTA) should be:

  • simple and clear
  • focused on one action
  • placed in the first 25% of the video

Start your video by clearly saying what it’s about. Viewers need to know what they’re watching early on, as many will not watch to the end.

Your CTA should have two lines:

  • a top line that encourages action
  • a bottom line that explains what to do next

Reflect our key traits

Our key traits tell people what Cambridge stands for. They showcase who we are and how we make a difference in society.

Open and inviting

Avoid jargon and explain ideas clearly. Don’t assume specialist knowledge. Make your content inclusive and welcoming.

Real-world impact

Show how our research makes a difference. Use clear visuals and real-life examples. Help viewers answer: “Why does this matter to me?”

Collaborative

We work across disciplines and with external partners. Choose contributors and settings that show these connections.