Advertising
Director’s treatments, creative choices and the work behind a bid.
400 articles · One way into the work.
400 articles · Page 6 of 17
Write an Editing Approach That Means More Than Fast-Paced
Who Is Speaking in Your Commercial’s Voiceover—and to Whom?
Make Reflections and Transparency Part of the Product Idea
Pitch a Forced-Perspective Reveal the Reader Can Actually Understand
Describe What Lighting Makes Us Notice—not Just a Lighting Look
Change Scale in a Commercial Without Losing the Product’s Meaning
Choose a Commercial’s Color Palette Around Relationships, Not Swatches
What Does Monochrome or Selective Color Actually Do in the Commercial?
Write a Sound and Music Approach That Changes How the Commercial Plays
Describe the Sound Effect That Makes the Commercial’s Action Read
Voiceover or On-Screen Text: Which Should Carry the Message?
Make a Physical Joke Read in the Treatment
Build a Commercial Around Choreography Rather Than Dialogue
One Fixed Viewpoint, a Whole Commercial: Explain What Changes in the Frame
Stage the Relationship Before You Describe the Performances
Describe the Performance You Want, Not Just the People You Want to Cast
Cast a Commercial for How People Play Together, Not Separate Headshots
Make Wardrobe Explain a Person, Not Just an Aesthetic
Describe Food in Motion, Not Just as a Beauty Shot
Write an Irreversible Product Demonstration Without Hiding the Change
Let Typography Act in the Commercial, Not Just Label It
Tell a Commercial From an Object’s Point of View
How to Make a Commercial Mood Reel That Answers a Film Question
Build a Live Treatment-Demo Feed With Preview and Program Kept Separate