Treating Your Video Right: How to Create and Use a Video Treatment (page 2)

The core message of a fast food restaurant may be "Find happiness buying our tasty, inexpensive food." But, for best results, advertisers develop different approaches. They might approach Mom by asking "Why should you have to cook every night? Let them eat burgers!" Dad responds to "You're gone all the time! But you can be the fun-lovin' hero of your family for the price of a few French fries." Kids respond like Pavlov's dogs to the "French fries! Bright, plastic toys! Kids rule!" campaigns. Different approaches, but all are built around the same core concept: "Find happiness buying our tasty, inexpensive food."

Once you've defined the core concept, fire up your imagination. Think of different approaches you could use to reach your audience in a powerful way. What will elicit the response you want? What approach will grab the audience and compel them to watch, think, feel, commit, convert or buy? For inspiration, look at successful television commercials and print ads. You'll see a variety of tried-and-true techniques to reach viewers--humor, sentiment, parody, logic, emotional manipulation, cultural icons and identification with people, sports or lifestyles.

Be sure the approaches you choose are appropriate for the subject. One producer couldn't talk the client out of using "For the Good Times" as background music in a radio commercial. The line, "Hold your warm and tender body close to mine" had a ghastly irony when teamed with the subject. The client sold cemetery plots.

As you develop your treatments, try to engage the senses of your audience. Keep the writing tight and essential, but create vivid scenes we can see and hear.

What do we see? Don't just describe the images, describe the underlying emotion. "In a montage of shots, we see several street people. Footage is black and white, restless, disturbing." Or: "A slow pan of the soccer field is interrupted with bursts of extreme close-ups of players in action: strong kicks, slicing arms, sweaty faces."

What do we hear? Don't just say "voice over." Describe the narrator's voice--authoritative, giddy, husky, Park Avenue. Establish an attitude by describing the background music--hip-hop declaration of independence, hockey-arena organ, elegiac strings. Set the mood with background sounds--urban street sounds, distant sirens, crickets chirping.

No need to script the dialog or narration yet. If you've got a particularly clever line or slogan, include it. Otherwise, sum things up in a brief overview. "The two banter, pausing to comment on each exhibit as we follow them through the museum." "The doctor firmly lays out the risks of high blood pressure to her impatient patient." "Dignified, but moving narration describes the pivotal battle as we dissolve between the heart-breaking photos." If your production is unscripted--interviews and testimonials, for instance--be specific about what you'll shoot. "Montage of toasts and blessings from the bride's family." "Moving testimonial by a recipient of the grant."

Preparing three or four unique video treatments may seem like a lot of work in the pre-production phase or even speculative stage of a video, but it does pay off. First, you'll stimulate your creativity, leave the obvious behind and discover terrific new ideas you didn't even know were lurking in the gray matter. Even when the video is for your enjoyment and not for a customer, considering different approaches is a valuable creative exercise. Great ideas, polished in pre-production, equal great viewing later.

Second, you can't always anticipate the client's or viewer's taste. Frequently, clients pass up what appears to be the perfect treatment and go for the red herring. You'll be glad you presented options.

Finally, your treatment is the foundation of the project. When you read it, you're able to see and hear the video in your head, a good way to plan shots, visualize style and identify any potential sink holes.

Once the treatment has been approved, you'll find it valuable in developing other pre-production materials, especially the script. That blank computer screen is a lot less daunting with a strong treatment on the copy stand nearby. The treatment also helps in pulling together preliminary location, equipment and cast lists. If you're seeking funding or distribution paths for your video, or trolling for additional helping hands during production, the treatment can stimulate interest in the project, secure deals and get production money flowing.

The treatment also plays a role in protecting you legally. Once your client approves the treatment, which describes the content of the video, you won't be left holding the bag financially if the scope of the project changes. I once wrote a script based on a humorous treatment approved by the vice president of a high tech company. Shortly before production, the company's ad agency decided a news approach would work better with existing ad campaigns. I had to rewrite the entire script, from FADE IN to FADE OUT. But, because the first script was based on the treatment the VP had approved, I was paid in full for both scripts.

If setting aside the camcorder to sit at a keyboard and pound out treatments is way outside your comfort zone, you can work with a professional scriptwriter. Contact your local film commission or the International Television Association (ITVA, 972-869-1112) for referrals.

In most situations, you'll be required to "pitch" your treatment. Pitch is an accurate name for the process--you toss your treatment idea to people and they either connect and run with it, take a swing but don't connect on an emotional or strategic level, or they let the idea go by and wait for the next pitch.

Outside the professional realm, videographers must pitch to everyone whose cooperation is required to make the video. This includes volunteers working on the production and people providing locations, funding, permits and other services. Professionals must pitch treatments to clients to secure jobs and accurately deliver the product the client expects. Check out the sidebar for advice on pitching like a pro.

Okay, I admit it: pitching treatments is to videography as homework is to graduation parties. But be bold and positive. It's important to pitch your idea, in person, with as much enthusiasm and sincerity as possible. Trust your pitching arm--it's strong, thanks to all the time spent polishing the treatments.

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