Advertising
Director’s treatments, creative choices and the work behind a bid.
400 articles · One way into the work.
400 articles · Page 17 of 17
Describe a Treatment’s Visual Argument for a Nonvisual Reader
Compare Production Routes When Lower Impact Changes the Image
Preview Selective Focus: Render the Lens or Blur a Depth Map?
Build a Reduced-Motion Web Treatment Without Losing Its Explanation
Compare Two Polished Treatments for the Film Each Would Produce
Two Brands, One Commercial: What Does Each Contribute?
Is That a Revision—or a Different Commercial?
The Joke Works by Humiliating Someone. Can the Commercial Change Its Target?
When an Interactive Commercial Needs a Different Story From the Linear Film
The Client Wants Creative Options but the Team Can Price Only One Route
Weather Is Part of the Commercial’s Plot. What Is the Alternate Film?
The Required Claim Needs More Reading Time Than the Scene Allows
Your Best Reference Is Another Bidder’s Treatment. What Can You Build From Instead?
A Creator-Led Ad and a Director-Led Film Want Different Voices. Which Leads?
A Campaign’s Films May Be Seen Separately. What Must Each One Carry?
Correct a Sent Treatment Without Leaving Two Versions in Circulation