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The Master Guide / 04 The treatment and presentations · Writing the treatment

The brief restated, first

The treatment opens by telling the client what they asked for, in their own words.

The treatment opens by telling the client what they asked for, in their own words.

Restate the brief before the vision and the scenes (decided). Plain lines, the client's own words where possible, every core element exact: the device, the times of day, the on-screen line, the versions, the timings.

You asked for {the film: length, formats, languages and dialects}, for {audience, by behaviour},
to {what the film must do}. It keeps {core elements: device, times of day, on-screen line, versions, timings}.
The idea you chose: {concept title}: {its one line}.

Two examples, written for this guide (invented brands):

You asked for a 30-second film and a 15-second cut-down, in Egyptian Arabic, for Cairo families who host relatives through the summer, to show that one Talj unit cools the whole room. It keeps the Friday-lunch setting, a 9:16 version for social, and the end line:
«برد على الكل»
The idea you chose: The Cold Seat.
You asked for a 40-second film in Saudi Arabic for grown children in Riyadh who look after a parent in another city, to make Wenly the way they care from far away. It keeps the evening setting, the green end card and a 6-second version. The idea you chose: The Late Visit.

Sources

  • Hollie Fraser, agency creative director, on treatments that add to the idea without pulling away from it (The Treatment Forum).

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