Treatment Note I wrote, designed and referenced for a well known ad film director.

1. NATURAL BRIGHT
TREATMENT NOTE
DIR.: NAME REMOVED
PRODUCTION HOUSE:
NAME REMOVED

2. Page 1
This film is about being natural, about being true to who you are rather than
striving for an elusive goal that is bound to leave you unhappy and dissatisfied. It
is about being free from societal constraints and its pre-set notions of beauty and
fashion. It is about being comfortable in the skin you are born in. Our film is also
about much more. It speaks up against narrow-mindedness and general
intolerance towards ‘different’ that has seeped deep inside our system and way
of thinking. Our film aims to break the shackles and redefine the idea of beauty.
Beauty is not limited to the colour of our skin or the clothes we wear; beauty is
in the clarity, the glow and the health of our skin. Beauty is in the brightness
within us that reflects on our skin. Beauty is being proud of who we are, as we
are!

3. Page 2
Our film is about a product, Clean & Clear Natural Bright that propagates a type of beauty that is not offensive to anyone, that is
inclusive and that is healthy. Popular people are often role models for the rest of the youth and if they were to propose a new
perspective on what is beautiful, it would have an immense impact on the generation that is the future of the world. The idea behind
these films is to ensure that these role models redefine the idea of beauty and free us of a mindset that is detrimental to inclusive
growth of the world.

4. INDONESIA – SINGER
Page 3

5. Page 4
STORY FLOW
We open the film in a high school green room. We see a beautiful peppy girl looking in the mirror as she gets ready. Behind her a whole lot of
activity is going on. Someone is practicing on a guitar, other girls are talking and some are getting ready. Her Voice Over talks about the societal
perception of beauty and the resulting pressures; “People say that to be a rockstar, you gotta look like a rockstar.”
Suddenly she removes her stylish K-Pop type cap, flings it and voice over goes, “Not me!”. We can now see a glitter in her eye and resolve in her
body language as she looks in the mirror. Her voice over continues, “To be who you want to be, I believe bringing out what’s bright within is all
that matters.”

6. Page 5
We see our girl’s hand pick up the bottle of Clean & Clear Natural Bright. The bottle glows in the sunrays that seep in through the
window. Her voice over exudes, “That’s why I love the New Clean & Clear Natural Bright!”
We cut to the product window. We see our girl gently wash her face. Once her face is bright and glowing, we show the reason behind
it. We see our bottle stand in water. The word ‘Dullness’ metamorphosizes into rose petals that fall into the water and create a gentle
ripple. The rose petals mix with the water and transform it into beautiful rosewater. We then see honey drizzle down and on the way,
form the word ‘Nourish’ which then slowly streams down further and fills up the bowl on the surface underneath. We hear the Voice
Over gush, “Its rosewater washes away my dullness from the outside, and its honey extracts nourish my skin from within…”

7. Page 6
We cut to our girl gently drying her face with a soft Turkish towel. As her face dries, the gleaming sun illuminates her face and we match cut
to her standing in a school auditorium, beaming and joyful under the spotlight, performing a vibrant number for the students. Her voice over
continues, “…to reveal my natural brightness.” Supers ‘I AM’ appear on the screen, followed by ‘#’ and finally ‘BRIGHT’. We reveal the full
hashtag that reads, “#IAmBright’. Our girl sings with effervescence, “Now everyone can see the real me.” And the crowd breaks into an
ecstatic applause.
We cut to the backstage again where her best friends rush to her, hug her and high-five her for her inspiring performance.
We cut to the pack shot. As we showcase the bottle in all its glory, the supers read “Clean & Clear Natural Bright. Reveal your natural
brightness.” The Voice over reiterates the message.

8. LOOK & FEEL
The overall visual treatment is the hero of our film. The idea is
to make a film that highlights the glow brought on by Clean &
Clear and showcase its ability to make the brightness within
reflect on the exterior. The exterior is not just our character’s
face but also the world around. The ambience becomes a
visual projection of how our character feels in her own skin.
Sun flare is immensely important to our film. It is not just a
visual language but also a central narrative device. Flares create
magic, brightness and add a beautiful glow to our character.
We make use of the bleach effect which is triggered by the
flares to transition from one location to the other.
The film is primarily set in a realistic high school green room
that is brightly lit. The good contrast lighting leads to a play of
light and shadow which lends a beautiful depth to the frames.
The mirrors with the lights around create a beautiful warm
bokeh effect in the backdrop as our character speaks to the
camera.
Beautiful sunlight seeps in through the window and
envelopes the ambience in a wonderful golden texture
creating a room that is magical and bright. The backlight
would create an aura around her and give her an angelic
glow. Flares would cut the frames into two and add a
luminescence that entices the viewers.
During the comeback, we find ourselves on a stage that is
glamorously lit. Our girl is now under the spotlight that
once again, adds to the glow she emanates. A combination
of warm lights and a couple of coloured lights would add a
beautiful highlight to our character. The production design
and the lighting together would add an unparalleled visual
appeal to the film.
Page 7

9. Page 8
H I G H S C H O O L
G R E E N R O O M
COMPLETE WITH
R O C K S T A R
POSTERS & DRESS
RACKS LIT IN A
COMBINATION OF
MIRROR LIGHTS
A N D M AG I C A L
G O L D E N
SUNLIGHT.

10. Page 9
GREEN ROOM –
A BEAUTIFULLY
BACKLIT FACE
WITH FLARES
D A N C I N G
AROUND IT.

11. Page 10
GLAMOROUS STAGE LIGHTING –
A STUNNING COMBINATION OF
SPOT AND COLOURED LIGHTS

12. INDIA -
ACTRESS
Page 11

13. We open the film in a high school green room. We see a beautiful girl looking in the mirror as she tries on different dresses. Behind her
a whole lot of activity is going on. Someone trying on a wig, someone applying make up and some girls are rehearsing the dance steps.
Her Voice over talks about the societal perception of beauty and the resulting pressures; “People say that to be a film star, you gotta
look like a film star.”
Our girl discards the fancy looking dress she was trying on and her voice over says, “Not me…”. Suddenly there is a glitter in her eye
and resolve in her body language. Her Voice Over continues, “…I believe you have to show everyone there's more to you than meets
the eye. You have to show them what's bright and unique inside.”
Page 12

14. We see our girl’s hand pick up the bottle of Clean & Clear Natural Bright. The bottle glows in the sun that streams in through the
window. Her voice over exudes, “That’s why I love the New Clean & Clear Natural Bright!”
We cut to the product window. We see our girl gently wash her face. Once her face is bright and glowing, we show the reason behind it.
We see our bottle stand in water. The word ‘Dullness’ converts into rose petals that fall into the water and create a ripple. The rose
petals mix with the water and transform it into beautiful rosewater. We then see honey drizzle down and on the way, form the word
‘Nourish’ which then slowly streams down further and fills up the bowl on the surface underneath. We hear the Voice Over gush, “Its
rosewater washes away my dullness from the outside, and its honey extracts nourish my skin from within…”
Page 13

15. Page 14
We cut to our girl gently drying her face with a soft Turkish towel. As her face dries, the gleaming sun illuminates her face and we match
cut to her standing in a school auditorium, beaming and joyful under the spotlight, performing a vibrant number for the students. Her
voice over continues, “…to reveal my natural brightness.” Supers ‘I AM’ appear on the screen, followed by ‘#’ and finally ‘BRIGHT’. We
reveal the full hashtag that reads, “#IAmBright’. Our girl sings with effervescence, “Now everyone can see the real me.” And the crowd
breaks into an ecstatic applause.
We cut to the backstage again where her best friends rush to her, hug her and high-five her for her inspiring performance.
We cut to the pack shot. As we showcase the bottle in all its glory, the supers read “Clean & Clear Natural Bright. Reveal your natural
brightness.” The Voice over reiterates the message.

16. LOOK & FEEL
The overall visual treatment remains pretty much the
same as in the previous film in terms of the
luminescence, brightness and glamour. The differences
are minor and primarily in the production design.
In our ‘Film Star’ film, the high school green room
displays property such as wigs and busts, dresses and
stage props.
During the comeback, when our film star performs
on the stage, the production design would be
minimal and the lighting brighter than in the
previous film.We would make use of a soft toppish
spotlight to cast a beautiful glow on our film star,
reminding one of a ballet performance. On the
other hand, the background artists would be lit high
contrast with a considerable use of coloured lights
to clearly set the foreground and the background
apart.
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17. Page 25
BEAUTIFUL SUNLIGHT IN A CASUAL HIGH SCHOOL DRESSING ROOM.

18. Page 26
OUR FILM STAR UNDER BEAUTIFUL SOFT
SPOTLIGHT TO HIGHLIGHT THE INCREDIBLE GLOW
ON HER FACE.

19. C A S T & C H A R A C T E R –
‘SINGER’ & ‘FILM STAR’
The films feature two real women who are bold,
beautiful and like to challenge the societal expectations.
They believe in redefining beauty with the changing
times and making it inclusive rather than alienating for
most.
They are likeable, buoyant and emanate a feeling of
cheerfulness. They always have a smile on their glowing
faces and have the tendency to bring a smile to the
faces of those around them with their energy. There is
also a sense of playfulness when they talk – their
boldness is not intimidating, it is light-hearted; it doesn’t
offend anyone, it makes them think.
In their body language, we see vivacity right from
the start till the very end when they perform with
great energy on the stage. Their liveliness spreads
like electricity and translates into an atmosphere
that is vibrant and rapturous.
They are wonderful dancers with rhythm that’s
inbuilt and even though they only perform simple,
minimalistic moves, they look elegant and graceful.
They have an enchanting flair, whether for talking to
the camera or dancing to a large audience.
Page 15

20. Page 16
INDONESIAN SINGER – CONFIDENT, PRETTY
& PLAYFUL

21. Page 17
I N D O N E S I A N
SINGER – FROM
PLAIN AND YET
TASTEFUL JEANS
& TOP WITH K-
POP TYPE HAT…
…TO A HIP
YET SUBTLE
L E A T H E R
J A C K E T, A
STYLISH TOP
& JEANS OR A
DRESS.

22. Page 18
INDONESIAN SINGER – FROM A NATURAL, ROSY & GLOWING LOOK…
…TO A MORE GLAMOROUS YET SUBTLE LOOK.

23. Page 19
INDONESIAN SINGER – SHORT TO MIDDLE LENGTH LAYERED HAIRSTYLE THAT WOULD LOOK BEAUTIFUL &
CONTEMPORARY. HER HAIR BOUNCING TO THE BEATS WOULD ADD A SENSE OF DRAMA &VITALITY TO THE FILM.

24. Page 20
I N D I A N F I L M S T A R –
CONFIDENT, GLOWING, CHIRPY
& IMMENSELY LIKEABLE

25. Page 21
INDIAN FILM STAR –
F RO M A P L A I N Y E T
ELEGANT BLACK/WHITE
TOP & JEANS…
…TO A COLOURFUL &
YET SUBTLE FUSION
DRESS THAT FITS A
BOLLYWOOD INSPIRED
STAGE PERFORMANCE.

26. Page 22
INDIAN FILM STAR – FROM A NATURAL & GLOWING LOOK…
…TO A MORE
BOLLYWOOD
BRIGHT LOOK.

27. Page 23
INDIAN FILM STAR – HAIR IS
NATURAL, VOLUMINOUS AND
LOOSE WHEN WE SEE HER IN
THE DRESSING ROOM.
D U R I N G T H E
PERFORMANCE, THE HAIR
I S H A L F - T I E D I N A N
ELEGANT FASHION WITH
T H E I N T E N T I O N O F
S H O W C A S I N G H E R
GLOWING SKIN.

28. Page 27
PRODUCT REVEAL – The
bottle looks glorious as flares
dance around it. As we see
the girl again, the flare that
brightened the bottle, now
adds a glow around her
making her look even more
glamorous.

29. PRODUCT WINDOW
The product window will look absolutely stunning and
realistic. The focus will remain on the two ingredients –
rose petals and honey extracts mixing to create the
magical Clean & Clear Natural Bright. The word
‘Dullness’ withers and transforms into rose petals that
gently fall into the water, creating a beautiful ripple. As
they get mixed into the water, we slowly see the water
turn into rosewater. Even though the typography
would be computer generated, the entire effect would
look real and convincing.
This followed by the honey drizzle forming the word
‘Nourish’ and continuing its way down into the bowl,
will once again give a feeling of a potent and extremely
effective concoction being made right in front of our
eyes.
Here are some references. While they are not
accurate, they give a sense of the quality we can
achieve.
https://www.youtube.com/watch?v=MnNqgunR26M
https://vimeo.com/6382511
https://www.youtube.com/watch?v=FA30ZoGB9FU
https://www.youtube.com/watch?v=fq9mw8wR-1Q
https://vimeo.com/156817053
https://vimeo.com/137942904
https://vimeo.com/25908117
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30. Page 29
THE MAGICAL MELEE OF ROSE PETALS & HONEY EXTRACTS TO FORM THE MAGICAL ‘CLEAN & CLEAR
NATURAL BRIGHT’.

31. Page 30
MUSIC – ‘SINGER’ & ‘FILM STAR’
In terms of the mood, the film travels from a sense of quiet confidence to
uninhibited effervescence. The idea behind the music would be to enhance
the basic mood of the film. When the film begins, we hear a soft, soothing
melody of strings and chords in the backdrop which as an option could be a
part of the setting as if the music were playing on a music system
somewhere. The idea is to let the music enhance the mood without
interfering with the narrative. The use of music as a part of the setting would
also lend a sense of realism and credibility to everything that our characters
say. As the film progresses and we reveal our girl in her original skin without
the visual effects, the tempo begins to rise and the tune begins to sound
peppier. The music reaches its full blown crescendo as our girls get on the
stage. In case of the Indonesian singer film, the music would now transform
into a more alternative rock number and in the Indian film, it would take on
a Bollywood feel. Rather than changing the tone of the music completely,
we can increase the tempo, add a base and layers of percussion to the
original music, thereby converting the minimal melody into a groovy
number. The marriage of a soft soothing music with an alternative rock/
Bollywood number would sound contemporary, fusion-y and rather unique
in its style.

32. Page 31
MUSIC REFERENCES
https://vimeo.com/102408890 (The instrumental portion - beginning of both films)
https://www.youtube.com/watch?v=zSlhbBBBi3A (The inital beats – beginning of both films)
https://www.youtube.com/watch?v=XanTuIWUEQ0 (The beats – beginning of both films)
https://www.youtube.com/watch?v=BteXbY44a7U (The initial beat for the transition in both films)
https://www.youtube.com/watch?v=aRV-2_Un-kk (Indonesian Singer – performance bit)
https://www.youtube.com/watch?v=20PQBtyfNZY (Indonesian Singer – performance bit)
https://www.youtube.com/watch?v=JqgwTxDeOa8 (Indonesian Singer – Performance bit)
https://soundcloud.com/beatfactory-academy/indian-fusion-beats (1:45 to 2:15) (Indian Filmstar – Performance bit)
https://www.youtube.com/watch?v=WyohZrhlB8Y (Indian Filmstar – Performance bit)
https://www.youtube.com/watch?v=e-MNLzGL1eQ (Indian Filmstar – Performance bit)

33. It would be an absolute honour to work on a set of films about a product that has its heart in the right place. It asks us to be true to
ourselves and feel proud of the skin we are born in. The films portray two girls who are not afraid to break out of the mold and respect
their individual tastes. They know that glowing skin is the result of inner confidence and an inherent optimism. In making these
wonderful, progressive and all-inclusive films, I would like to focus the most on our wonderful characters and their mature ideas. The
characters are preppy, playful and confident without being exaggeratedly so. They talk of an idea that is progressive but they are never
preachy. What they are though is honest. They are not afraid of what the world might think of them or how people might perceive
them. It is this quality of being able to think for themselves that makes them wonderful role models for the youth and that is the part of
their character that excites me. The lighting through the films is a manifestation of their mood and their internal brightness. The look of
the film becomes an extension of our character.
This film is truly unique in its message and I look forward to being associated with something I can be proud of, both in its content and
the treatment of it.
Thank you!
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