What is a director’s treatment and why is it needed?
Promotional video production cannot happen without an idea. It is developed by the customer or video studio and then given to the future director. The format of the implementation of the advertising video script, the dynamics of the plot, the filming locations, the scenery, and so on – is the director’s treatment (eng. treatment – interpretation, appeal, approach). It can be painted in great detail or as sketches with references. According to the content of the treatment, a common vision for 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.