Director's Treatment: The Ultimate Guide to A Winning Pitch

Summary

In this informative video, commercial director Noranya shares her expertise on crafting director's treatments, a crucial component in the pitching process for commercials. She discusses the importance of a treatment in showcasing the video's look and feel, offers insights into what to include, such as approach, visuals, and post-production, and emphasizes the need for high-quality imagery. Noranya also recommends using tools like Frameset for image searches and suggests that treatments should be tailored to the audience and project, with a length that communicates the idea effectively.

Takeaways

• 🎬 A director's treatment is a crucial document in the pitching process that outlines the creative vision for a commercial or music video.
• 💼 Noranyas, the speaker, is a commercial director with experience working with major brands and has written over 100 treatments.
• 📝 The treatment has no defined structure and should reflect the filmmaker's unique approach tailored to the specific audience and project.
• 🤔 Starting to write a treatment can be challenging, but it's important to communicate the approach, concept, and visual elements clearly.
• 🌆 Visuals are key in a treatment; details like shot type, lighting, camera movement, and time of day contribute to the story's perception.
• 👗 Wardrobe and character details can provide insights into the characters' backgrounds and add depth to the narrative.
• 🖼️ High-quality images are essential for selling the visual concept, and using watermarked or low-quality images can appear unprofessional.
• 🎨 Post-production details like editing style and color grading can significantly impact the video's look and feel and should be described if relevant.
• 🛠 The choice of software for creating treatments is subjective; comfort and familiarity are more important than the specific tool used.
• 📚 Noranyas offers an ebook and templates for writing treatments, which can be valuable resources for those looking to improve their skills.
• 📈 The length of a treatment can vary greatly, from 8 to over 50 pages, depending on the depth of detail needed to convey the concept effectively.
• 🔍 There are services that offer to help with treatment writing, design, and research, which can be useful when time is limited or budgets allow.

Q & A

What is the main purpose of a director's treatment?

A director's treatment serves as a document to present the director's vision for a project, including how the video will look and feel, after the initial briefing with the agency or client.

Why did Noranyas decide to create a video on treatments?

Noranyas decided to create a video on treatments because there was very little information available online about them, and she had learned valuable lessons from her own experience that she wanted to share.

How many years of experience does Noranyas have in directing commercials?

Noranyas has over five years of experience in directing commercials.

What brands has Noranyas worked with in her commercial directing career?

Noranyas has worked with brands such as Samsung, Toyota, BMW, Red Bull, and Coca-Cola.

What is Noranyas' approach to writing treatments?

Noranyas emphasizes the importance of tailoring the treatment to the specific audience, being clear in communication, and using high-quality images to support the visual aspects of the treatment.

What are some elements that Noranyas suggests including in the treatment to describe the visuals of the video?

Noranyas suggests including elements such as the aspect ratio, lighting style, camera movement, time of day, location, and any specific visual techniques that will contribute to the story's perception.

Why is it important to use high-quality images in a director's treatment?

High-quality images are important because they help to accurately convey the director's vision and mood of the project, and using watermarked or low-quality images can appear unprofessional.

What platform does Noranyas recommend for finding high-quality images for treatments?

Noranyas recommends using Frameset, an AI-powered platform with various search filters that can help find specific images that match the mood and requirements of the project.

What is the significance of the color grading in Noranyas' approach to treatments?

Color grading is significant in Noranyas' approach because she believes it greatly influences the look and feel of the video, and she is very specific about the color decisions in her work.

What software does Noranyas prefer for building her treatments?

Noranyas prefers using Keynote for building her treatments, as she finds it comfortable and effective for her needs, although she mentions that any software can be used as long as the treatment is clear and understandable.

How long should a treatment be according to Noranyas?

Noranyas suggests that there is no fixed length for a treatment, but it should be as long as needed to communicate the idea well, with her personal preference being between 20 to 25 pages for a comprehensive yet concise presentation.

What is the 'Dark Secret' Noranyas mentions regarding treatments?

The 'Dark Secret' Noranyas refers to is the existence of companies that offer services such as visual research, design layout, and writing for directors' treatments, which can be helpful when time is short or when dealing with multiple pitches.

What advice does Noranyas give for improving treatment writing skills?

Noranyas advises to practice writing treatments, ask for feedback, and analyze other directors' treatments to learn and improve one's own writing style and flow.

Outlines

00:00

🎬 Director's Treatments: An Essential Guide

Noranyas, a commercial director with experience in creating ads for major brands, introduces the concept of a director's treatment. A treatment is a document used in the pitching process to convey the director's vision for a commercial or music video. The speaker shares personal experiences and lessons learned from writing over 100 treatments. They emphasize the lack of standard structure for treatments, highlighting the importance of tailoring the pitch to the audience. Key elements to include in a treatment are discussed, such as the director's approach, concept explanation, visual details, and wardrobe considerations. High-quality images are suggested for clarity, and the speaker recommends using 'frameset' for finding specific images. The paragraph concludes with a mention of a discount for subscribers to 'frameset', a platform the speaker uses for their treatments.

05:01

🛠 Tools and Techniques for Writing Treatments

The speaker continues the discussion on treatments, focusing on post-production aspects such as editing and color grading, which can significantly impact the viewer's experience. They mention the importance of being attentive during the initial briefing to gauge the level of detail required for the treatment. The paragraph also touches on the use of software for creating treatments, with the speaker preferring Keynote, and the value of templates for different genres. The speaker promotes their own resources, including an ebook and templates, as aids for writing effective treatments. The length of treatments is discussed, with the speaker's preference being between 20 to 25 pages for comprehensive yet concise communication. The paragraph concludes with the speaker's views on hiring external services for treatment creation and the importance of practice and feedback in improving one's treatment writing skills.

10:05

🎼 The Dark Secret of Treatment Writing Services

In the final paragraph, the speaker reveals the existence of companies that offer treatment writing services, which can be beneficial for directors with back-to-back pitches or tight deadlines. They discuss the cost of these services, which can range from $500 to $2,000, and the collaborative nature of working with such companies. However, the speaker expresses a preference for maintaining full control over their treatments. The paragraph ends with advice on practicing treatment writing and seeking feedback to improve, promising that with experience, one will develop a clear understanding of their preferred writing style and flow.

Keywords

💡Director's Treatment

A director's treatment is a document used in the film and advertising industry to outline the director's vision for a commercial, music video, or film. It is integral to the pitching process and serves as a creative blueprint, detailing how the final product will look and feel. In the script, the director emphasizes the importance of treatments in showcasing their unique approach and ideas to potential clients, like Samsung, Toyota, BMW, Red Bull, and Coca-Cola.

💡Commercial Director

A commercial director is a professional who specializes in creating commercials for various brands. They are responsible for the creative and visual aspects of advertising content. Noranyas, the speaker in the video, identifies as a commercial director with over five years of experience, highlighting their work with major brands and their expertise in writing and pitching treatments.

💡Pitching Process

The pitching process refers to the procedure where directors present their ideas and treatment documents to agencies or clients in hopes of winning a project. It is a competitive phase where the director's vision and ability to execute it are assessed. The script discusses the role of the director's treatment in this process, as it follows the initial briefing call and precedes major decisions.

💡Creative Ideas

Creative ideas are the original concepts that form the basis of a director's treatment. They are the starting point for any project and are discussed during the initial briefing call with the agency or client. The script mentions that after this call, directors have the opportunity to present their own ideas through a treatment, which is a chance to demonstrate their creativity and suitability for the project.

💡Visuals

In the context of the video, visuals refer to the visual aspects of a director's treatment, including camera shots, lighting, and color grading. The script emphasizes the importance of detailing how the video will look, as it helps in calculating production expenses and setting expectations for the cinematographer. For example, the script discusses how different camera techniques and lighting can change the perception of a story.

💡Post-Production

Post-production encompasses the stages of film production that occur after the filming is completed, including editing, color grading, and visual effects. The script mentions the importance of discussing post-production in a treatment to convey the director's vision for the final look and feel of the video. It also suggests being attentive to the energy in the room during the initial briefing to gauge how much detail about post-production is necessary.

💡Branding

Branding in the video script refers to the process of creating a unique name, symbol, or design that identifies and differentiates a product or service from others. The script mentions using brand colors, like orange for a juice commercial, to align the treatment with the brand's identity and to make a strong impression on the viewer.

💡Storyboard

Though not explicitly mentioned in the script, the concept of a storyboard is closely related to treatments. A storyboard is a visual representation of the script that helps to plan shots and visualize the flow of the video. The script's emphasis on visuals and the director's approach implies the use of storyboard-like elements to convey the director's vision.

💡AI Power Platform

An AI Power Platform, as mentioned in the script, is a technology-driven tool that assists in various tasks such as image search and selection. The script recommends 'Frameset' as an AI Power Platform with search filters that help find specific images for treatments, emphasizing the importance of high-quality visuals in selling the director's vision.

💡Templates

Templates in the video script refer to pre-designed layouts and structures that can be used to create treatments. The speaker mentions offering easy-to-use treatment templates for different genres, which can save time in designing the layout and structure of a treatment. This highlights the practical aspect of treatment writing and the tools available to streamline the process.

💡Feedback

Feedback in this context is the critique or suggestions received after pitching a treatment. The script advises practitioners to seek feedback, especially when they do not win a pitch, as a way to improve their treatment writing skills. It also suggests analyzing other directors' treatments as a method to learn and enhance one's own approach.

Highlights

The director's struggle with writing treatments and the lack of online resources led to the creation of this educational video.

Noranyas, a commercial director with over five years of experience, shares lessons learned from writing and pitching over 100 treatments.

A treatment is a critical document in the pitching process, allowing directors to present their vision for a project before major decisions are made.

The absence of a defined structure for treatments means each one reflects the filmmaker's unique approach and must be tailored to the audience.

Starting the treatment writing process can be intimidating, especially when it comes to crafting the initial text.

Key elements to include in a treatment are the approach, concept, and detailed visual descriptions to help all stakeholders understand the director's vision.

Visuals are crucial in treatments; clarity in communicating camera shots, lighting, and settings can change the perception of the story.

High-quality images are essential in treatments to match the mood and sell the director's vision as a visual storyteller.

Frameset, an AI-powered platform, is recommended for finding specific high-quality images for treatments.

Details about post-production, such as editing and color grading, can be included if relevant to the project and briefed upon.

The choice of software for building treatments is subjective; familiarity and comfort are more important than the specific tool used.

Noranyas offers a comprehensive 50-page ebook for mastering the art of writing winning treatments, including a checklist and example treatment.

Treatment length can vary greatly; some are concise at 8-15 pages, while others can be extensive, exceeding 50 pages.

The director's personal sweet spot for treatment length is between 20 to 25 pages, providing depth without becoming tedious.

There are companies offering treatment writing services, which can be beneficial when directors are short on time or facing back-to-back pitches.

Despite the availability of professional services, the director prefers full control over the treatment writing process.

Practice and feedback are emphasized as essential for improving treatment writing skills, with the suggestion to analyze other directors' treatments.

The video concludes with a reminder of the importance of the process itself as a learning experience, encouraging viewers to engage with the content.

Transcripts

director's treatments a lot of people  struggle with this there is very little  

information about it online which is  exactly why I decided to make this video  

if you're new to this channel my name is  noranyas and I'm a commercial director who  

makes commercials for Brands like Samsung Toyota  BMW Red Bull Coca-Cola and many more I have over  

five years of experience in directing commercials  I myself struggled with writing treatments for  

years and at this point of my career I have  probably written and pitched well over 100  

treatments and some of them have won others have  lost but most of all they have taught me a ton of  

lessons that I can share with you now to make  your process a bit easier so watch this video  

till the end to figure out what treatments are and  how I approach my process so what is a treatment  

a treatment is an integral part in the pitching  process following the initial briefing call with  

the agency or a client to discuss all of the  creative ideas and Direction you will have the  

opportunity to present your own ideas be it film  commercial or a music video you do this through  

a document called a director's treatment this  is your chance to show how the video will look  

and feel like before any major decisions are made  the first time I was asked to make a treatment for  

a commercial back in 2018 I wrote and pitched it  and the agency never came back to me that's what  

I thought to myself there was a bit of a homework  to do I started looking for treatments online and  

I couldn't really find anything that had any  value to me so I was begging The Producers I  

knew some other directors and just people that had  more experience than me to share their treatments  

with me to for me to learn but nobody seemed open  enough to share and even if they did they didn't  

have a plug-and-play structure that I could just  rip off and use in my own treatments and that's  

when it hit me treatments really have no defined  structure and every treatment is a reflection of  

the type of filmmaker you are every job needs a  unique approach because it's going to be read by  

different people with different personalities some  have more ego involved and some are busier than  

others and so you really have to tailor your pitch  to a specific audience and arguably that's the  

most important part of the treatment writing what  do you write about now for me the hardest part is  

usually to start writing it's the text that scares  me the most and here's the list of few things that  

you could write about to kick things off you  could start with the approach explain how you  

will approach the film what makes you the best fit  for the job and what do you have under your belt  

that will make this project great next you could  say a few words about the idea what is the concept  

of the video even if the idea is given to you by  the agency what is it that you like about it maybe  

you want to expand on it maybe you want to improve  it or maybe it's so awesome that you really don't  

want to change anything about it then one of the  most important Parts is to write about visuals how  

will the video look this part is going to be very  helpful not only to the agency side but also for  

the production to calculate expenses and for the  cinematographer to understand what is expected of  

him let me give you an example say it's a juice  commercial and it's a story about this family  

drinking this wonderful orange juice out on a  picnic how is it shot anamorphic 16x9 or maybe  

vintage 4x3 how is it lit front lip or backlit  does the camera zoom in or out or maybe dolly  

in or perhaps it's handheld is it morning midday  evening or at night where is the picnic happening  

out on a cozy Beach or in a park or how about in  front of a green screen do you notice how these  

things change the perception of the story that's  why you have to be very clear when communicating  

this to the reader you could also write about  the Wardrobe if that's important to the story  

coming back to our juice drinking family what is  the family wearing is it casual or more formal  

what do these details tell us about the characters  and their background imagine if the dad is wearing  

a sporty outfit is he a fitness Enthusiast  and really loves the juice for its nutrients  

I mean it's probably not the case but the agency  might love that idea and so that's why you have  

to write about that and you should back it up with  really good quality images when writing about the  

visuals words can only take you so far use images  and use high quality ones nothing screams more  

unprofessional than a watermarked image found on  the first page of a Google search it's important  

to find images that match the mood as that's  integral to selling yourself as a visual director  

if you're wondering where I search for high  quality images then you should check out frame set  

it's an AI Power Platform that has many different  search filters to help you find very specific  

images again the example if you're pitching for a  juice commercial and their brand color is orange  

you should use that to your advantage fortunately  with frame set you can even set the exact color  

parameters in the search to find matching images  from other commercials music videos and films  

their Pro membership will give you unlimited  search in 4k if you ever want to upgrade I  

have a 10 discount for my subscribers all you  need to do is click the link in the description  

and use the code nornia's films at checkout this  video is not sponsored by frameset but I do get a  

small commission if you do decide to upgrade at no  extra cost per year ultimately my goal is to help  

you guys and to share this wonderful resource  I use every time I'm building my treatments  

also you might want to write about post-production  too and then again you want to be very attentive  

during that first briefing because you want  to read the energy in the room and see if the  

treatment even deserves so many details about  the post-production but if you're anything like  

me you won't miss the chance to brag about  how the editing is going to be carried out  

how we're going to cut from one scene to  another what is it going to do to a viewer  

on a subconscious level I also absolutely love  including a few pages on how the color grading  

is going to be done because I'm always so specific  when it comes to the color in my work in my films  

I feel like so much of the videos look and feel  is dictated by the color grading decisions we  

make in pre-production and if it really adds to  the understanding of the story you could write  

about the CGI and VFX but you want to be careful  with this one because you can often lead to too  

much information and become a bit confusing which  software should you use to build your treatments  

I think it really doesn't matter as long as you  find it comfortable and become familiar within the  

software personally I have tried many different  options like Google Slides Microsoft PowerPoint  

canva but I have found myself gravitating towards  a keynote the most often and I decided to stick  

with it in the recent years fundamentally they all  function similarly and I think as long as you can  

make it clean and understandable and any of them  will suffice writing good treatments is a process  

that takes years to master and it definitely  takes more than just watching a video if you  

want the most comprehensive guide on writing  good winning treatments you should check out  

my 50 page ebook it covers all the little details  and intricacies of writing winning treatments and  

delves deep into how it's done in the professional  world of commercial directing the bundle includes  

the ebook itself a printable checklist and an  example treatment to see how I approach writing  

my own treatments many people have already sent  me DMS saying that it was super valuable and  

helpful to get them started for those of you who  are already writing treatments my store offers  

multiple easy to use treatment templates that  fit different genres whether you want to ride  

for a car commercial a fashion brand or anything  else really these exclusive templates will save  

you so much time when it comes to designing  layout and structure the link to my store is  

in the description now back to the video how long  should your treatment be look this is not a high  

school writing assignment so I can't really tell  you exactly how many words should you include but  

I think as long as it communicates the idea well  then it does its job a good communication is a  

context-specific matter some treatments are best  when they're really short say 8 to 15 pages and  

some other treatments work best when they are  really in-depth and can easily go over 50 pages  

long just for your reference last year I pitched  for Dubai tourism and it was my most comprehensive  

treatment to the state and it was just shy of 80  pages so there you have your spectrum I guess but  

I should say my sweet spot is between 20 and  25 Pages it's short enough to not get boring  

and still long enough to really dig deep into  the important bits The Dark Secret there are  

companies out there that offer visual research  design layout and even writing services for  

directors based on their idea sometimes you find  yourself in a situation where you have to pitch  

one treatment after another back to back and if  you win the job the paycheck is kind of high that  

it kind of justify lies you know paying some  extra money to hire these companies especially  

when you're really short on time these Treatment  Services can cost anywhere between 500 and 2  

000 depending on what you want them to get done  sometimes but not always a production company can  

hire these guys for you to help you out because  they're also interested in you winning the job  

and in the past I had the luxury to work with  these types of companies a few times and it's  

a really collaborative way to write a treatment  however for some reason I still prefer to have  

a full control over how I write my treatments  how they look the text the design the visual  

research and paying so much money while being  uncertain that you even get the job it feels  

pretty painful to me but if you have the money  to afford it just know that these services do  

exist and I won't name any names just Google it  there's plenty of them but yeah I would say the  

most important step is to practice try and ask  for feedback if you don't win and I know it's  

hard to get access to but try your best to see  other directors treatment and analyze them that's  

how you become better at This I Promise You by  the time you write 20 treatments you'll have a  

pretty good idea of how you like your flow and  Style thank you for watching this video I hope  

you liked it please subscribe to this Channel and  hit the like button to let the algorithm know that  

it was helpful please leave some questions and  comments as I always read them and try to reply  

to them as much as I can and most importantly  remember the process is the reward foreign

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