Class Notes - 5/5/09

The Treatment - "Most important document ever."

Concept Thinking:
-We NEED to think in pictures
-Treatment is a flavor of what the program will look like
-Show 'em, don't tell 'em!

Creative Concept:
-Visual Idea based on research
-Foundation for story and visuals
-Why is it important?

Two Kinds of Formats:
-Program Format (VERY IMPORTANT-NEED TO FIGURE IT OUT SOON)
-Segment Format (Can be a little different per segment)
-Talking Heads, Narrator, dramatic reenactment

Concept Thinking (Ch. DiZazzo):
-Brainstorming visual concepts based on research
-Brainstorming yields visual ideas
-Use the CDP (Client-Design-Producer) review
-Some ideas may be dropped before final visualization

Visualization:
-Series of events and AV elements that change visual concepts into potential script scenes

What is a Good Visual Concept?
-Is it PRACTICAL. Can you do it?
-Is it CREDIBLE. Will the audience accept it?
-Is it COST EFFECTIVE?

Why Write a Treatment?
-Script would be longer and more effort; they could reject
-Give clients more opportunity for their two-cents
-Helps you FOCUS!
-Show client you'll include the right information
-Convinces your client that you'll do what's right for the job
-If you write a good treatment, you'll know where you are going for the script!

What to Include?
Descriptions of:
-The Audience
-Demographics, what they want to know
-Will tell you the visual styles you will want to work with
-Objectives
-What is the message you want to communicate?
-What is the program's purpose
-Creative Strategy
-Description of what happens in the program?
-How will you communicate the message?

How do we Visualize "Pride, Power, Progress?"
-Conte fans
-Iconic Images
-Basketball players slam dunk
-Awards
-Debaters Fulton


Distilling the overall format?

-Images, into the voice, into the segment

Distilling the stories?

Master Plan/Recession -Leahy/Surrogate

Diversity - International Students

Spiritual - R.C. tradition, to interfaith, to Eagles Wings (Kicker)

Tech - Social Networking/alumni monitoring

Alumni Mentoring - Externship meeting

Sports - Spaz/Crowley story: mentoring