The concept pages

The client compares the concepts on two pages: first as pictures, then as differences.

The concept presentation, in order

1. The cover.

2. What you asked for.

3. What we learned: the human truth in one plain sentence, never the word "insight".

4. What the film must do.

5. Each concept, the recommended one first: its title page on a full-bleed hero frame, then the idea, the story over its key frames, the tone, how it sounds.

6. Side by side, then how they differ.

7. The recommendation.

8. Next steps and credits.

Side by side, then how they differ (two pages)

• Side by side: one frame, the title and one "what people remember" line per concept, at equal sizes.

• How the concepts differ [best available, not yet validated]: one row per concept, the same columns in the same order: The idea · How it feels · What people remember · What the product does · How bold it is · What it needs to make. At most 25 words a cell and 200 a page, the one exception to the 120-word page limit, because the client's production team reads it in detail. A small frame of each concept sits in its row. On phones each row becomes a stacked card.

• Example cells, written for this guide: What the product does: "Cools the far corner as well as the seat under the unit". How bold it is: "Safest: a familiar fight, told precisely". What it needs to make: "Four actors, one flat, one air conditioner".

The recommendation

Four points of 12 words or fewer beside a frame, opening "We recommend…".

Concepts are shown as finished ideas. The request to choose lives in the cover message (the message that goes with each send, always drafted first; see The stages and gates → Approvals and the send log), never on a page. Key frames, not a storyboard: a near-storyboard makes the client judge details before the idea. No technical captions on concept pages (decided). The cover message asks plainly: choose the one concept to take forward. We recommend {title}. Once you choose, its idea, story, tone, lines and music direction are fixed.

Sources

• Agency readers lift single pages out of a deck: Hollie Fraser (The Treatment Forum).