Advertising
Director’s treatments, creative choices and the work behind a bid.
400 articles · One way into the work.
400 articles · Page 1 of 17
What Is a Commercial Director's Treatment?
A treatment is not a prettier brief or a stack of references. It is a written and visual proposal for how a particular brief becomes a particular film, with the director's governing interpretation at its center.
Read articleDescribe a Commercial’s Tone Without a String of Adjectives
What Makes a Vignette Commercial One Film?
Choose Visual References That Solve the Commercial’s Hardest Question
Describe a Camera Approach Without Listing Equipment
Make the Commercial’s World Do Something, Not Just Look a Certain Way
How Long Does a Commercial Treatment Take? Plan the Actual Work
Plan Commercial Cutdowns Before the Long Version Eats Every Beat
Give the Product a Real Job in the Commercial’s Story
Choose an Animation Medium for the Commercial’s Actual Action
Do You Need a Treatment Writer, Designer, Visual Researcher—or a Clearer Idea?
Brief, Script, Treatment, Storyboard: Which Decision Does Each Carry?
How to Read a Commercial Brief and Script Before Writing the Treatment
Build a Commercial Around the Viewer’s First Misunderstanding
How to Study a Commercial Treatment When You Cannot See the Finished Film
Find the Directorial Idea That Holds a Commercial Treatment Together
Read an Agency Storyboard as a Proposed Sequence, Not a Set of Pictures
When the Commercial Changes the Shape of Its Frame
Brand Film, Product Ad, or Branded Entertainment: Which Proposal Are You Writing?
Build a Testimonial Commercial Around an Experience, Not a String of Praise
Pitch a Commercial the Viewer Is Allowed to Skip
End the Commercial at a Real Next Step, Not a Fictional Button
Your First Commercial Pitch: Who Does What, and What Happens When?
Pitch a Commercial for a Real Place Without Inventing the Visit