directors treatment

JULY 2005

ABN AMRO
Credit cards

EPPCO/ ENCO station

Bill repayments at
over 140 outlets

CLEAR CARD
Life of the party

FREE FILMS
Life imitating film

Al AMEERA
Beauty is more then
skin deep

Get Smart
Call Axis Films to hire 603 7728 8330
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 Content

3 Overview
4 Script Highlights - EPPCO
5 Script Highlights - Clear Card
6 Script Highlights - Free Film
7 Script Highlights - Free Film…cont
8 Script Highlights - Al Ameera
9 Art Direction
10 Art Direction…cont
11 Talent Tone & Manner
12 Fin Conclusion.

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 Overview

Moving Forward As there are four boards I will

not be going into full details
Less Is more
of all the boards but will be
highlighting section of the
script that are essential to the
It’s great to be given scripts
core idea.
so singled minded and pure
to the benefits of the
product. With a clear path in
front of us, everything we do
from now will accentuate the
main theme of the spots and
should not add clutter or
have mixed messages.

Having the brief so clear, it

leaves room for excellent
crafting of the TVC. I have
already pictured the fest of
both contemporary and
uniquely cinematic visuals
that will tell these exciting
stories.
 

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 Script highlight - EPPCO
This is a three-part story.
1) the set up,
2) the message
3) the payoff

Theme: Convenience
As stated above, because what is most important in this spot is the ‘end
benefit’ to the consumer (more time in life), I am going to spend more
time establishing the story in part 1 and 3. Part 2 demonstrates the
ease and quickness of paying your credit card bill and I feel this is best
illustrated with clear, concise and fast shots. This is also to give the
viewers a sense of just how fast the whole process is. The quicker
this sequence the faster it feels for the viewer to get on and ‘enjoy life’.

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 Script highlight - Clear Card

Theme: Fashionista
The transition from a boring and morbid get together, to an exhilarating
“jumping” party will definitely highlight the core feature of the card. I see
this spot starting of in a stylish venue with a monochromatic scene but
when our hero flashes his clear card, the scene livens up to a colorful vivid
happening party. The transformation will be seen not only in the colours
but also in the way the scene is lit, the change of edit pace and the actions
of the urban funky crowd.

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 Script highlight - Free Film

Theme: Action/Excitement
A tongue-in-cheek method is how best we should approach this spot. As
we will be dealing with “action-hero” wannabes, this spot should be a
parody of action films. Each character should be introduced with an
action sequence that is related to the character they take after.

For example:

1. JAMES BOND – the

recognizable ‘bond’ car, a BMW
Z8 (Z3, if we don’t have the
budget) does a handbrake slide in
front of the cinema and glides into
position at the entrance. Out
comes Mr.
Cool himself and walks to the
ticket counter where he flashes his
card.

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 Script highlight - Free Film…cont
2. GADDAR SINGH – we open
with a intrusive shot of a horse
jumping over the camera into the
foyer of the cinema. We then cut
to see our “villain” dismount the
horse and head to the counter. In
true Bollywood super villain
style, flash his million dollar
smile and his card at the counter.
3. TARZAN - we should have
our hero hanging from a vine as
he swings through the city (like
Spiderman in his movies). The
camera moves swiftly with our
hero. It would add more humor
to see him swing into the foyer
only to be met by “Jane” who
has their trusty chimpanzee in
tow to watch the movie.
As this spot is only a 20sec spot.
I have kept the introduction of
our heroes to only three. But I
feel to add to the excitement of
the board, we can have other
heroes waiting in the foyer. For
example, Rocky, etc.
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 Script highlight - Al Ameera
Theme: Exclusivity
The best way to highlight the
product benefits of this spot
would be to demonstrate direct
comparisons. I would do this in
the form of split screens for the
message to be clear and concise.
This treatment would start as the
ladies walk into the beauty salon
together. The rough sequence
would go like this (this is not the
full storyline just the highlights of
where the split screen should be)
1.The two ladies park their cars and walk through the doors into the beauty saloon
together
2.Cut to the beauticians as they fuss among themselves to attend to the ladies that
have just walked in.
3. Cut to a split screen shot as we see both the ladies looking up. On the left of screen
is the Ms Socialite and the right is Ms Trendy. Ms Socialite starts with a big “I’m all
that” grin on her face that turns to a frown when she realizes that the group of
beauticians that she thought was coming to service her have now turned towards Miss
Trendy. During the same time on the right of frame we see from her face gestures
Miss Trendy uncertainty turn to a little grin as she realizes that she has beaten Ms
Socialite for the attention of the beauticians. We could also have them turn and react
to each other like in the Brady Bunch opening.

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 Art Direction
The aim of the production design here is to find a distinctive set of elements
that instantly cues the bank and at the same time work for each story.
Here the works of two different directors, who use art direction and color to
give their work it own signature come to play.

http://www.markromanek.com

http://www.davidlachapelle.com

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 Art Direction…cont
I have also attached three spots for Volvo SC90 that best describe the
direction of the production design. These spots are boldly stylish and
contemporary with a clear simple message. Please note that although these
Volvo spots have a sober mood to them, this is not the mood I’m looking
for but what you should be looking out for is the framing, camera work and
also the art direction.
Framing and Camera work.
Mostly the framing will be tight to bring the viewer into the tick of the
action. Each frame would be rid of any clutter that would stray our viewers
from the main story.
I would keep the camera fluid at all times. Tracking in and out at high
points and using camera mounted cranes to add more excitement and depth
to the visuals. This would give the films, even though short in duration, a
cinematic feel.

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 Talent Tone & Manner

All four spots will be visually stunning.

The main ingredient in the mix is the talent and as such casting
will become paramount. Not only do our talents have to look
good we also need them to have a certain degree of acting
ability.

The overall tone and manner of the film will be vital and bright.
The personality of all our talents would be seen as happy and
confident. Perhaps some of them could even be a little cheeky;
the kind of self-possessed cheek that comes with the confidence
with looking and feeling good. All talents have to be good-
looking and stylish… I want the viewers at home to want their
phone number.

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 Fin - conclusion

I have tried to keep these notes a short as

possible but it is hard to control my
excitement. Not often does one come
across a series of scripts that hold this
much of possibility. Believe me if I had
my way there would be more details that
I would like to cover in this treatment but
I’m forced to keep things to a minimal.
With that I would like to conclude with a
saying that my team here at axis films is
thrilled with these boards and hope to
take it to the next level in film with your
creative team.

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