The director’s treatment is the format of the implementation of the script of the advertising video, the dynamics of the plot, filming locations, scenery, etc. The production of an advertising video cannot take place without an idea. It is developed by the customer or video studio and then given to the future director. It can be painted in great detail or in sketches with references. Based on the content of the treatment, a general vision of the future advertising video is formed.
At the tender stage, several directors are recommended to the customer, who are selected based on their work (showreels). A briefing is organized where the studio or the customer explains the idea of the script, tells what should be emphasized in the video, what the audience should focus on and what they should like.
A few days are allocated for the creation of the treatment. During this period, the director thinks over the script, works on the techniques and style of shooting, as well as on which main characters are involved in the video.
The content of the director’s treatment
History and style of video
The director describes the story and style, creates atmospheric references based on other videos.
The images of the characters in the video are determined externally, as well as the stories of the characters and their temperament.
For example, the fact that you need to hire a professional actress, not a model. A selection of photos of images is created to make it easier for the customer to visualize the appearance of the characters.