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

1. TREATMENT NOTE BY DIRECTOR’S NAME

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. 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. 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. 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. 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. 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. 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. ‘NICE & LOVELY’ AGAINST
THE FRESHNESS OF THE
GREENS UNDER THE
GOLDEN SUNLIGHT

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. OUR GORGEOUS YOUNG
RESPLENDENT WOMAN – AN
INSPIRATIONTO ALL

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. A DOTING FATHER, A LOVING
HUSBAND AND AN IMMENSELY
LIKEABLEYOUNG MAN

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. 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. 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. 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. A B E A U T I F U L
K I T C H E N I N A
CHEERFUL HOUSE

19. FLOWERS & PLANTS TO ADD FRESHNESS & POSITIVITY TO THE
HOUSE. GOLDEN SUNLIGHT BATHESTHE HOUSE IN ITS GLORY

20. THE LIVING ROOM WHERE THE STORY
TAKES A WONDERFULTURN

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. O U R W O M A N ’ S S M O OT H ,
GLOWING & RESPLENDENT SKIN

23. THE POETRY OFTHE SIGN LANGUAGE &THE ROMANCING CAMERA

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. 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.