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Treatment Note - Statefarm Insurance

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Treatment Note I wrote, referenced and designed for a renowned veteran ad film director

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Treatment Note - Statefarm Insurance

  1. 1. Preserving Precious Memories – Treatment Note by Director’s Name
  2. 2. FILM 1 STAMINA
  3. 3. Value & Meaning Life is a beautiful ride that moves forward into the future and along the way picks up pieces of the past in form of beautiful and delicate memories. This wonderful film is a tribute to memories of the past; a past filled with tenacity, determination and sheer hard work.The things you own today are not merely objects, they are a reflection of the hard work that you put in to reach where you are today. State Farm Insurance is the custodian of these treasures that hold these fabulous memories. It is a name that truly cares for all that matters, for all that adds meaning and purpose to life and for all that enriches our existence.Things are never just things; they are intricately and inseparably interwoven with sentiments and emotions. Our film talks about journey, a journey of life. It talks about the journey of none other than the great Virendra Sehwag who has lived through numerous grand successes and now recollects them as he drives down the road or call it the memory lane. His memories are deeply entrenched in everything he owns. Which is why, everything he owns must be protected and treasured. State Farm are the guardians of these possessions that represent memorable events and people he met and loved along the way.
  4. 4. Story Flow A car comes and stops at a traffic signal next to an open basketball court where little kids are passionately playing the game. We reveal that Virendra Sehwag is inside this car. He notices the kids playing and appreciates their passion. Suddenly overcome by emotion, he takes a deep breath and caresses the steering of his car; a car that represents the hard work of his past. As the camera focuses on his blistered hands, we cut to his past, to the hands of a 7 year old boy practicing the swing of the bat inside a humble home. As he practices his batting position repeatedly without tiring with a popular Bollywood song playing in the backdrop, he suddenly hears a loud horn.The sound snaps him out of his past and brings him back to his present. Sehwag realizes that the car behind has honked to gain his attention.The traffic light has turned green. He puts up his hand to apologize and drives.
  5. 5. Sehwag’s car enters a beautiful yard. In front of this yard stands a gorgeous house that we see in a wide shot.This grand car and the house together symbolize the immense hard work that Sehwag put in as a young man to reach where he is today.The moment he gets off the car, a dog comes running to him with a toy in its mouth. Sehwag pulls one end of the toy and a tug of war starts between them. He finally succeeds in pulling the toy out of the dog’s mouth. He throws it up for the dog to catch it. As Sehwag’s eyes follow the toy that goes out of frame, what comes down is not the toy, it’s a cricket ball.We have transitioned to Sehwag’s past. He is at a grey and gritty coaching gym practicing his batting in the middle of the night. Sweat is rolling down his face and falling to the ground with a splash. He is egging himself on and sometimes reprimanding himself for playing the wrong shot. We swiftly cut between various forms of his training; crunches, running, bat swinging, bowling, fielding and weights in the vein of Nike and Adidas films (references attached). As he ties weights around his ankles to strengthen his ankles, he suddenly hears a dog bark. As we transition back to the present, we see that the dog is tugging at his pants urging him to play on.
  6. 6. Sehwag enters his living room with grocery bags in his hands. As he is about to put them on the kitchen counter, his eyes fall on a framed photo on the wall of the Indian team lifting the World Cup trophy. A smile spreads across his face.The ambience sounds turn into cricket commentary – “And this is the moment we’ve all been waiting for! India has lifted the World Cup!” Here we can use some actual footage of Sehwag hitting shots and a wide shot of the Indian team lifting the World Cup trophy to bring energy to the edit.These real moments will have a great impact and deeply resonate with the audiences. As Virendra’s eyes moisten at the memory of the most beautiful moment of his life, the voice over exudes.“While other insurance companies just see it as stuff, State Farm sees the things you’ve worked the hardest for. So why not give it the protection it deserves.” The Supers read – Auto & Home Insurance. Suddenly the grocery bags in his hand rip at the bottom and all the stuff inside spills out and carpets the ground beneath. Sehwag sniggers and shakes his head. The voice over continues,“That’s why we’re here, to protect them.” We cut to the State Farm logo.The voice over wraps it up,“State Farm. Here to help life go right.”
  7. 7. Look & Feel Our film is about moments, memories and the complex interweaving of the two that enriches both at once. Keeping that in mind, we can give these memorable moments a warm look that exudes a feeling of happiness and contentment.The past may be grey and gritty but the warmth of the perception gives it a wonderfully pleasant spin. A breathing camera would make the film stylized while also dynamic, real and impactful. It’s a beautiful day when our film begins. Warm and golden sunlight lends the drive an ethereal and evocative feel.The backlight adds a divine glow to the setting and flares dance around the car as it moves. In contrast, the past would be somewhat monochromatic and de- saturated in the natural palette of greys and blacks. The floodlights are on, motivation is boundless and sound echoes through this empty space. The colour coding would make the past and present distinct while the texture and the tonality would make this time transition beautifully smooth and seamless. While the present is golden and resplendent, the past is grey and glamorously gritty like the beautiful Nike films that have again and again left a mark in the commercial film world.This kind of a treatment would represent his focus and hard work that has led him to a present that is overwhelmingly bright.
  8. 8. THE RIDE IN THE CAR ON A WARM AND GLORIOUS DAY
  9. 9. THE CAMERA ROMANCES THE C A R . T H RO U G H T E N D E R TOUCHES & CLOSE UPS, WE ESTABLISH THE CHEMISTRY BETWEEN THE CAR AND ITS OWNER
  10. 10. THE PAST – GREY, G R I T T Y Y E T G L A M O R O U S SHOWCASE OF HIS H A R D W O R K & DETERMINATION
  11. 11. We then proceed to Sehwag’s house. It’s a beautiful and luxurious house built with great care and serious thought put into it. He knows the worth of this house. His entire childhood and youth has gone into creating a niche for himself as gorgeous as this. In front of this house is a beautiful yard full of creepers, blossoms, bushes and shrubs that bring a feeling of cheer and peace to the setting. Cane furniture, swings and perhaps a pond with a fountain in the backdrop add a sense of restive lavishness to the film. The final space where the film unfolds is Sehwag’s lavish house full of luxurious objects and gadgets. In order to appeal to the diaspora abroad and their nostalgia for the land they left behind, it makes sense to include a lot of cultural symbolism in the film. Keeping that feeling in mind, Sehwag’s open kitchen-living room will be a wonderful combination of traditional and modern. Pastel walls, earthy fabrics and furnishings with interesting motifs that combine Indian and Western into the same thread, modern lamps with ethnic touch will adorn the corners and beautiful net curtains that filter the sunlight will provide gorgeous texture to the surroundings. Smoke from incense sticks, diya lamps, perhaps plantain leaves and brass vessels in the backdrop would bring back innumerable memories from the past.
  12. 12. A LAVISH & BEAUTIFUL HOUSE ADORNED BY A YARD THAT ADDS THE FRESHNESS OF N A T U R E T O T H E SURROUNDINGS
  13. 13. THE GORGEOUS, BRIGHT & M O D E R N O P E N KITCHEN LIVING ROOM
  14. 14. A SPRINKLE OF INDIAN CULTURAL ELEMENTSTO EVOKE NOSTALGIA
  15. 15. Music & Sound Design Our film is all about memories, moments and that very significant element that enriches our present; nostalgia. In a film such as this, it would make sense to embroider the setting with cultural aspects that add to the nostalgic value of the film.Audio and sound are just as important to evoke nostalgia and capture the beauty of the moment as any other element in a film. Keeping that in mind, one suggestion would be to use an evocative voice over that through its prose and eloquence expresses the overall sentiment of the film.The voice over would enunciate the philosophical and introspective journey that is life.We could create beautiful and visceral poetic lines to the mood of - “Main aur meri tanhayi aksar ye baatein karte hain…” from a popular Bachchan song that reflect the introspective ruminations of a man in his solitude. Such magnificent poetry would resonate with the audiences as they talk of the beautifully whimsical nature of life as a journey. The film progresses from a nostalgic feel to a humorous feel when the bags rip open and things crash to the floor.The music would capture this change in mood through instrumentation that changes from gentle melodious strings to a foot tapping rhythm that brings about the climax of the film and does so on a high note.A film about a diaspora population that values both the modernity of western world and the merit of traditional culture deserves a piece of music that is a wonderful mélange of western sounds and traditional instrumentation.
  16. 16. References https://m.youtube.com/watch?v=GhjNroA-veo# (For general look, feel, mood & intensity) https://m.youtube.com/watch?v=YYd6TuJsYWM# (For mood, look & intensity) https://m.youtube.com/watch?v=LAclQydIV0c# (ForVO, Mood & passion) https://m.youtube.com/watch?v=dOZxIpy6Gm4# (ForVO style & Sound design) https://m.youtube.com/watch?v=_shug-k45Oo# (For Music,VO & Cutting between past and present)
  17. 17. FILM 2 – FAMILY CAR
  18. 18. In ‘Family car’, a car becomes a narrator that tells the story of a wonderful family and their chemistry across time. It talks of a journey of a family.And what better metaphor than a car to give this journey wheels and momentum. Our film is about a simple family that enjoys the little moments that make life the unparalleled treasure that it is.These moments, or call them life broken down into little measurable pieces, would eventually become memories.When a car, an inextricable part of that life, becomes analogous with every beautiful moment lived and enjoyed with loved ones, it stops being a mere object and becomes a family member. State Farm is the guardian of that family member that has become home to the most wonderful memories of life.
  19. 19. Story Flow Our position lock stop block film opens on a brand new car in front of a showroom. A newly married couple, evident from the woman’s chuda and mehndi, are in an embrace as they hold the keys to their first car. We match cut to the same car. A 4 year old girl and the mother are playing frisbee. A badly directed frisbee by the girl is about to hit the car but the father dives in front of it and catches it, saving the car in the process. We match cut to the car and see that it is parked next to a camping tent. Suddenly the car begins to get splattered by the unexpected rain drops.The family rushes in with as much stuff as they can pack in their hands and shut the door with a slam. We match cut to the car with a fender bender on it. We match cut to the State Farm agent looking at the damage.
  20. 20. Match cut to the sublimely colourful festival of Holi. We see families and friends playing with the colours and little by little, the car gets carpeted in different coloured powders. DRAPED IN THE COLOURS OF HOLI, IN THE SPIRIT OF INDIA.
  21. 21. Match cut to the car as the colours get washed away by a hose. Possibly in a slightly wider shot this time, we see that the father and daughter are washing the car.The mischievous daughter suddenly sprinkles water on her father.The dad startled at first aims the hose at her and a full fledged family water fight breaks out.The voice over exudes,“While other insurance companies just see it as a car, we see all of memories you make with it. So why not give it the protection it deserves.” We end the film with the shot of just the car in front of the house. Supers read – State Farm. statefarm.com/southasian | 888-594-0616
  22. 22. Character & Chemistry While this fantastic film remains almost entirely focused on the car in the picture, it innovatively captures the life that revolves around it.The car is clearly a character here that grows and ages like any person, that becomes richer by the day through relationships and experiences and that absorbs emotions, moments and memories that take birth around it. The car becomes a character as time passes because it becomes a symbol for the emotions and moments experienced by the characters around it. Our family seems almost incomplete without the car that knows and understands them and their needs almost as much as any friend would. It is always around to be a part of their life, celebrations and struggles. When brand new, it was a trophy, an accomplishment for our young couple but now as the years have passed, it has become a friend, an ally, a family member. The young endearing couple who considered their first car their accomplishment grow into young parents.Their young daughter becomes an invaluable part of their lives and every moment from hereon would be defined and enriched by her presence. While the parents would be played by the same actors, we see the daughter grow through the film and we will have to cast perhaps 2 different girls for the same role; each time we must ensure that the daughter shares the same kind of chemistry with the parents so the dynamics do not change. We can even have a pet dog to complete this cheerful, happy and effervescent family. The dog would add flavour, fun, vivacity and humour to the lovely and warm family moments and make these moments even more memorable.
  23. 23. THE WONDERFUL FAMILY & T H E I N C R E D I B L E C H E M I S T RY AC R O S S YEARS
  24. 24. Look & Feel Our film unfolds around a car that lives and breathes the emotions and sentiments of a family to which it has been a loyal friend. As we match cut from the car on one day to the same car on another, we see life revolve around it, sometimes as the family directly interacts with it but sometimes just through reflections and indirect connection.When the family rides it or washes it, there is a clear relationship between the car and the family but when they play around it or unintentionally paint it in Holi colours, we see the car absorbing the memories of the family it loves. The focus always remains on the car that in a way becomes the narrator of their lives. Sometimes it is a beautiful day with gorgeous morning sunlight streaming in and enveloping the car in its ethereal glory. Sometimes it’s night and the moon shines down on it together with the warm street lights that lend a sheen to the body of the car. One culturally rich and colourful moment in the film is the festival of Holi. While one doesn’t see the elaborate celebrations that usually unfold, one enjoys the festivities from the perspective of the car through the flying colours, the cheers and the reflection of the celebrations.
  25. 25. LIFE THAT UNFOLDS AROUND THE CAR FROM I T S P E R S P E C T I V E – G L O D E N S U N L I G H T, COLOURS & REFLECTIONS
  26. 26. SIZZLING FIRE, COLOURFUL LIGHTS &THE NIGHT REFLECTED INTHE CAR
  27. 27. Music & Sound Design With crisp editing and sound design, this film would do wonders. By cutting quickly between sound snippets, ambience sounds and natural diegetic sounds relevant to the sequence, we can leave a deep impact and create a magnificent rhythm for the film.The crackling of the fire, the splatter of the rain, the song and dance of the Holi, the swooshing of the frisbee, the giggles and the laughter are some of the sounds that would resonate for a long time due to the collective impact of the sound design.
  28. 28. References https://youtu.be/n2CCz4x2xGE (For sound design) https://youtu.be/v_ctfnjCtGU (For family vibe for car) https://youtu.be/6XCFfMKZa6M (Agency Reference for Stop block style)
  29. 29. It would be an absolute honour to be associated with a film that appreciates the value of little moments and memories that add meaning and purpose to life. Life is an introspective and beautiful journey made up of many moments and memories and that is what I would like mirrored in every scene of these wonderful films. Any film that pays tribute to life itself cannot do without characters and performances. While the first film features Virendra Sehwag who brings with him great charisma and charm, the second film would depend on wonderful actors and their nuanced acting. I will ensure that I cast people who are not just great actors but also share a wonderful chemistry so they look like a real family with a shared past. These films are also all about rhythm, pace and editing and through interesting cuts between moments, whether it is the Sehwag film or the latter, I hope to capture the visceral quality of life. I look forward to working with you on these wonderful films! Thank you!

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