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Treatment Note - Nice & Lovely

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

Veröffentlicht in: Unterhaltung & Humor
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Treatment Note - Nice & Lovely

  1. 1. TREATMENT NOTE BY DIRECTOR’S NAME
  2. 2. This wonderful film is about that inimitable spirit of life; that energy and that vitality that gives you the willingness and the passion to wake up every single day and look forward to what awaits you. Our film is a delicate, evocative, emotionally invigorating story about a mother who like every other mother meets her day like a superwoman, her day starts early, she tends to her beloved husband and lovely children with great dedication and passion and once she has taken care of her home-bound duties, she moves on to meet the world head on.While every woman is a champion in her own right, our woman is even more special; she is different, she is unique, she is bold. She has never let her impediment stop her. Not only has she not let it become an obstacle, she has used it to soar up high in the sky and also enable others like herself by giving them confidence and skills they need to advance in life. Our film is delicate because it requires us to find that perfect tone that helps us delineate the strengths and spirit of the character rather than dwell on her weaknesses. Nice & Lovely is not a helping hand or an enabler. It is her confidence booster, her moral support, her companion and friend who is there by her side to keep her shining so she can continue to create an impact on the world.This film is a tribute to this special woman whose positivity can imbibe strength not only in her but also all those around her and under her wings.
  3. 3. Narrative Our film is a wonderfully sensitive and delicate film. It is imperative that we are very careful with the treatment so we don’t end up demeaning someone or hurting the general sentiment of the audience. The idea is to celebrate womanhood and all those wonderful people out there who are living a fulfilling life despite their shortcomings. It is to celebrate a woman who is not just ensuring a normal life for herself and her family but also enabling an entire community. This wonderful film is a tribute to our woman’s philanthropic nature and positive attitude. The revelation moment at the end will be a penny drop moment and every element in the film will come together to make it impactful. The idea is not to make the audience feel sorry or worse pity but to make them feel awe for this woman. The impact of this moment will be so great and deep that the audience will want to go back and see the film all over again to see how they missed this detail, something I felt while watching ‘Sixth Sense’. The reveal while subtle and sensitive also becomes the hero of the film and makes the character and her life choices a prominent aspect of the film. Since the reveal is central to our wonderful film, it would be interesting to incorporate moments that lead up to that reveal; somewhat like subtle hints that give you a sense of who this character is but hold back enough for the reveal to be a pivotal point. (I have incorporated some examples in the story flow ahead.) In order to retain the beauty and profundity of this film, we will have a few sessions with a sign language expert and have them present on the set in order to get into the head of the character and make the story feel authentic and hence touching. When our woman begins to teach, the board reads ‘Beautiful beginnings’ which is a great title. Some of the other suggestions for the same are ‘Beautiful Dawn’, ‘The Poetry of Language’ and ‘Poetry with Hands’. However it would be great to have a title which is both poetic to sound but also visually graceful and dance-like in sign language. We can come up with something during our sessions with the sign language expert.
  4. 4. Story flow We open the film with a woman blissfully sleeping in bed. Suddenly her wrist watch vibrator goes off and she wakes up. She opens her eyes and switches off her alarm. She looks at her sleeping husband next to her. Outside the window, she can see that a beautiful dawn has broken in the skies. Immediately a smile spreads across her face and she wakes up with a spring in her step. She is already looking forward to the day that awaits her. She puts on her slippers and goes to the bathroom. We cut to her looking fresh as she steps out of the bathroom with towel in her hair. On the dressing table in front of her is a bottle; bottle of Nice & Lovely.We close in on the bottle and linger on until our woman picks it up and starts applying the lotion on her body. She applies it to her face and hands, then on her elbows and then gently on her feet.The camera romances her body as the smooth lotion seeps in and makes her skin fresh, glowing and silky. She is now fully ready for the day ahead. We now see her in the kitchen making breakfast for the family. Her wonderful husband, fresh and raring to go, approaches her and cups her eyes from behind. She laughs.Turns and faces him. He kisses her on the cheek or feels her smooth cheek with his fingers and she smiles. He clearly enjoys the touch of her skin. She casually goes back to cooking and the husband grabs his breakfast and sits down at the table.
  5. 5. As she puts some food on the table, her groggy kids as if on cue wander in and sit down at the table for their breakfast. Fully awakened after the energizing breakfast, the son proceeds to the mother who is still preparing food. He picks a metal pan and shines the sunlight in her eyes. The gentle morning sunlight bounces off of her face and makes it glow. We stay on her wonderful silky smooth face as she looks at her son.The son uses that moment to turn his empty bowl of breakfast to show her a yellow sticky note at the back with ‘Love you Mom’ written on it.The mother laughs and hugs the boy. We cut to later when the husband and the kids, dressed in formal attire and school uniforms respectively, leave the house. She waves to them and watches them go until they are out of sight. She comes back into the house and starts getting ready. While she is getting dressed, we see the gorgeous bottle of Nice & Lovely on the table. We now see her dressed in spic n span professional clothes looking absolutely stunning. Her rapturous glow is breathtaking. We cut to the product shot.The female voice over exudes with soothing poetic quality to it, “Presenting Nice and Lovely body lotions. Enriched with natural ingredients, our superior quality formula keeps your skin nourished for 24hrs and lets your beauty shine through.”
  6. 6. We come back to our beautiful woman who is now in the living room rearranging the furniture. She is making all the chairs face a wall. Just as she is in the middle of that, she sees a bulb going on and off in front of her. We cut to her standing by the open door. A bunch of kids drift into the house.They are excited to see her. They touch her hands and enjoy the smoothness of her skin. One of the kids takes her hand and makes the back of it caress his own cheek. Our woman laughs and the kid, blushing, proceeds to his seat. Now it is class time. Our woman is standing in front of a black board that reads ‘Beautiful Beginnings’ or something along those lines. She then slowly lifts her hand and starts using sign language. This is the big moment when we reveal that our woman has speech impediment like all the children in the class who repeat after her.As the enticing dance of hands goes on, we cut to the product shot of Nice & Lovely.We see a range of the bottles and slowly fade to the logo and the tag line.The female voice over lyrically winds up,“Nice and Lovely. Brings out the best in you.”
  7. 7. Product Window The placement of the product window is crucial to the message of the film. Just as we are about to reach the point of culmination, we get into the product window. This helps us retain the important information of the contribution of Nice & Lovely to the confidence and passion that this woman feels. It gets her ready for the day ahead, it gives her the will to go on and face the world head on, it gives her the confidence to be proud of who she is. Just as the placement is key to the storytelling, it is also important to make it look visually mesmerizing so it becomes memorable. We see hypnotizing creamy milk swirling in front of our eyes. Gentle cubes of sparkling green avocado cascade into the milk and swirl around like the divinely possessed whirling dervishes. This silky smooth cream then gets poured into a glowing bottle of Nice & Lovely. In order to get the desired impact and dramatic effect that we need from the product window, it would be best to create the whole swirl in CG so we can have full control over the thickness and the motion. We can perhaps shoot the mild swirl and the avocado cubes cascading in separately for the CGI guys to later use for compositing.
  8. 8. Product Shot The product shot at the end of the film is the culmination of the story and the message. It all comes together in this moment with the visual of the product with the tag line. The end gives the story about this wonderful woman who has overcome immense obstacles, learnt to live a fulfilling contented life and has given back to the society that has been helpful and kind to her, a context. She is beautiful, compassionate and giving. She has the support system in her family but also in Nice & Lovely that boosts her confidence on a moment to moment basis. This end moment that provides context is as important to the story as any other, if not more. In order to make this product shot look absolutely stunning, we will shoot it in a natural space to retain the realness and authenticity of the atmosphere created.The bottle would be kept in an area that is clean, clutter-free and such that it becomes the hero of the space. The beautiful, slightly toppish contrast lighting would give it a nice rounded feel and make it look smooth and appealing.The detail and the texture of the bottle would shine out in the good contrast light. Beautiful warm golden sunlight would drift into the room through the open windows and lend highlight to the bottle, making it look almost divine. With green plants in the backdrop lending bokeh effect to the frame, the product shot would look absolutely magical.
  9. 9. ‘NICE & LOVELY’ AGAINST THE FRESHNESS OF THE GREENS UNDER THE GOLDEN SUNLIGHT
  10. 10. Cast & Character Our film is about a superwoman who goes about life with wonderful spirit and vigour which is absolutely enviable. She leads an exemplary life and she is a symbol of everything beautiful and hopeful about the world. Like any other person, she has an impediment that can make going get tough but not only does she not let it bother her, she makes it her strength and flies with it. She makes her impediment her wings and soars high up in the sky. Our woman has skills far beyond the scope of most people. She manages the house with great aplomb, she has a job to take care of and she has taken on the responsibility of assuring bright futures for the kids under her wing. She is a great mother, an ideal wife, a wonderful teacher, an exemplary woman but most of all, a compassionate human being. Our woman is a beautiful young woman who takes care of herself with the help of Nice & Lovely that keeps her looking young and lovely. It keeps her skin shining and smooth.The happiness that she feels from within shows on her lovely face. Her glowing skin is as if a representation of how she feels from within. Her perfectly moisturized skin makes people want to touch her at every chance they get. The children brush past her, they caress her and they show their love for her through gentle touch. She is as beautiful inside as she is outside and that is the wonderful wholesome nature of our character that shines through in the film.
  11. 11. OUR GORGEOUS YOUNG RESPLENDENT WOMAN – AN INSPIRATIONTO ALL
  12. 12. All the other characters in the film are as lovely as she is. They are an inherent part of the world that she has created within this home.The spirit with which she leads her life, the cheeriness and the vitality that she feels has rubbed off on everyone around her. Everyone who enters her house feels the positivity of it. She gives people hope and the belief that the future would be just as bright as you would want it to be.The kids who come to learn from her are perhaps a bit more mature than kids their age due to their differences but she enables them to lead a normal life, she lets them be children and she gives them confidence for a wonderful future ahead. Her family is a strong support system to her. We know from little hints throughout the film that she is the only one in the family with hearing impediment and that her husband, son and daughter can hear perfectly well. This combination shows us the love and mutual respect this family is capable of. Sign language is clearly not a tool to overcome a hurdle; it is in fact just another language that can enrich a person’s life. Her children are young but they are both sensitive and smart enough to understand that. They love and respect their mother for everything that she is and while their expressions of love are different, the intensity is beyond their years. The husband by now knows the strengths of his wife but he is still in awe of her and immensely respects her ability to shine through the day despite many responsibilities and pressures.This is a heartwarming tale of one loving family who is able to extend this warmth and positivity beyond the boundaries of their household.
  13. 13. A DOTING FATHER, A LOVING HUSBAND AND AN IMMENSELY LIKEABLEYOUNG MAN
  14. 14. WONDERFUL KIDS – O U R W O M A N ’ S C H I L D R E N & STUDENTS. THEIR LOVE & RESPECT FOR OUR WOMAN IS BOUNDLESS.
  15. 15. Look & Feel I believe that visuals in the world of cinema are an extension of the character’s psyche.The world inhabited by the character is a manifestation of her perspective, belief system and emotional outlook. Keeping that notion in mind, a film as visceral and warm as this one needs visuals which are as evocative and representative of the emotional scape of the film.The world that we see in this film is bright and beautiful.The warm and golden sunlight drifts in through the sheer curtains draped across the windows and envelopes the house in a wonderful textured light. The dimension and depth it lends to the house gives an insight into the profundity of the characters that live in it. The house they live in is a beautiful, modern house that is not too lavish or showy but it is bright and cheerful. The soft pastel colours of the walls with the earthy fabrics & furnishings, light coloured furniture that adds a shade to the room and bright elements interspersed provide a pop of colour and depth to the space. A sprinkling of cultural elements in traditional patterns and deeper colours would bring in a feeling of pride and intimacy. Fresh fruits and flowers kept on the table can give us an insight into this character who is all about bringing a positive energy into the house and sprinkling the house with brightness and cheeriness that can light up the world. There will even be subtle hints of the product colour throughout the film. The idea is not to overwhelm the mind with product recall but give it a subtle presence so it is always at the back of the mind without interfering with the storytelling.
  16. 16. A BRIGHT & BEAUTIFUL BEDROOM; A W O R L D T H AT M A R R I E S MODERNITY & TRADITION. A SPRINKLING OF PURPLES FOR PRODUCT RECALL
  17. 17. THE DRESSING ROOM A D J O I N I N G T H E BEDROOM WHERE OUR WOMAN APPLIES NICE & LOVELY LOTION AND FEELS READY FOR THE DAY AHEAD
  18. 18. A B E A U T I F U L K I T C H E N I N A CHEERFUL HOUSE
  19. 19. FLOWERS & PLANTS TO ADD FRESHNESS & POSITIVITY TO THE HOUSE. GOLDEN SUNLIGHT BATHESTHE HOUSE IN ITS GLORY
  20. 20. THE LIVING ROOM WHERE THE STORY TAKES A WONDERFULTURN
  21. 21. Our woman is incredibly beautiful who has wonderful skin thanks both to her inimitable spirit and her regular use of ‘Nice & Lovely’. We will get plenty of chances to have the camera romance her wonderfully smooth and glowing skin. Whether it is when the kids touch her cheeks or when they shine the light on her face or when the husband gives her a peck or when the kids brush past her and caress her on the way or when she applies the cream on her body or when she uses the sign language at the end to express herself poetically. Her skin is the hero of the fiilm and we will use the moments we can to showcase her wonderful skin. Due to the high emotional quotient of the film, we will make the camera a living, breathing entity that can further underline the evocative nature of the story. A handheld breathing camera will romance our characters, their communicative hands, their body language and their use of touch as an expression of love for each other.The caressing movements of the camera will be akin to the smooth application of the lotion on her soft skin. The high speed shots will linger a little bit longer on those wonderful touching moments thereby leaving a deep sensory impact on the audiences, whether it is the product shots or the touch shots or the lotion application shots or simply storytelling shots. Since there is no dialogue in the film, the camera will become the poet and underline the emotional moments in the film with its dance-like movement.
  22. 22. O U R W O M A N ’ S S M O OT H , GLOWING & RESPLENDENT SKIN
  23. 23. THE POETRY OFTHE SIGN LANGUAGE &THE ROMANCING CAMERA
  24. 24. Music Just as the visual treatment of the film is a manifestation of a character’s moods and emotions, music completes the picture. It gives this world a finishing touch and enhances the overall mood of the film. A film such as ours about spiritedness, vitality and positivity needs a piece of music that is melodious, evocative, gentle and happy all at once. Imagine the minimal and gentle strings leading the way for the rest of the music to follow as the energy of the day picks up. That moment when she applies Nice & Lovely and feels ready for the day ahead, we can introduce percussion and increase the rhythm and the tempo of the music. It is still soft and melodious but there is a gentle buoyancy to it. The chords highlight the moments when those around her express their love to her in their own innovative, unique ways. In order to highlight that penny drop moment when we reveal that our woman is hearing disabled, we can punctuate that moment with an abrupt injection of silence in the world; it’s not grave silence, it’s serene silence; there are no sounds of the music or the atmosphere anymore but there is serenity, peace and happiness here. The visuals of her smiling and communicating herself with her dancing hands to the children makes this silence wonderful and soothing. This moment also gives us an insight into her world, a closeness to her that is wonderfully relaxing. As the camera begins to drift away and we observe her teaching the class from a distance, the music can come back and continue to play over the pack shot. The lilting poetic voice over takes over and concludes this gorgeous film.
  25. 25. This film is not about hurdles, obstacles or shortcomings, it is in fact about strength and positive attitude. It is this spin that would make this film truly sensitive. Our wonderful woman is the hero of the film and everything else in the film; the product, the use of sign language, visuals and the music help us design a pedestal for her to sit on. I truly look forward to working with you on this warm, beautiful and evocative film. Thank you! It would be my great pleasure to work on this wonderful film that is both touching and inspirational at the same time. I would want this film to become an exemplary character sketch of a person who is inherently positive and is able to lend some of that energy to the world around her.

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