The Treatment

For our creative brief we had to create a 'treatment' - the treatments should take us through what happens in the proposed short film'.

’Treatments help you establish trust between yourself and a well-known brand. Brand representatives can read your treatment and see you have a decisive vision for their service or product.’ Joe Williams (2018)

Creating this brief is helpful for the brand your working for, in my case Jason Wu, and also helpful for myself to see what the next steps in my project. This is what we had to include in the treatment:

• Title

• Logline

• Concept

• Characters

• Acts

• Epilogue

I began writing out my ideas for my final project in order to complete the treatment. For some people, I know they're going to work on developing their ideas and concepts from MP2 and translating that into the final 1-3 minute project. For myself in regard to MP2, it's not something I see continuing into my final film. As much as the final outcome for the stop motion is something I think was successful, I just wasn't a fan of the process. Alongside this I just don't think it meets brief, I could change the narrative and storyline to meet the brief better however, I don't think it would communicate as well as an actual film.

My thoughts toward my client brief, which I reflected on in my previous blog post titled 'Jason Wu', is that I need to create something feminine and power fuelled in order to appeal to a mass audience of women. I brainstormed this and thought the most powerful way to communicate the ideals from the brief would be a documentary style film. Some short films and adverts that popped into mind immediately when thinking about this were some of the Nike women content:

and my favourite one...

The advertising for Nike Women is very empowering and uplifting, obviously they're a sportswear brand and the video contents are all about women in sports however, I want to replicate the feeling this video gives viewers when they watch it. They use real women in a documentary style way who either demonstrate their stories our narrate them, which is what I want to include in my film.

Another piece of initial inspiration I had for this film was from the Nuevo guest lecture where they spoke about how they filmed and created the Canada Goose 'Live In The Open Campaign' which Canada Goose described as 'celebrating exceptional women who find inspiration in the natural world to drive global sustainable initiatives' (Canada Goose, 2021).

The way Nuevo spoke about this process was very raw, for one of the films they found a real women who has a passion for diving and had set up 'Girls That Scuba' and filmed with her doing what she loves. In post, they recorded a voiceover of her speaking about why she loves what she does and it was an overall moving film.

I would love to get some real women in my life to participate in this final film, with them talking or demonstrating what it means for them to be feminine. In the client brief, Tianna has made clear that she wants this film to embrace femininity and its uniqueness to the individual. I began thinking of all the different women in my life and how different they are in terms of hobbies, careers, age, looks, backgrounds and more. I thought how great would it be to film these women doing what they love, what makes them unique and how that contributes toward their relationship with femininity. This film will show that the ideas of femininity isn't just expressed through beauty, looks and ideals and in fact its much more than that.

In terms of messaging and communication, this will help Jason Wu establish it's position as a feminine fuelled brand. In an ideal world I would style the women I will include in Jason Wu garments and make it more brand focused but obviously I cant do that for this project. Instead I will style my models to suit them and their passions/ identity without showing any other branded items. This way the film will be a lot more experimental than commercial.

In my head I already have an idea of how the film will look which I expressed in this treatment file. I created a small mood board made from my Pinterest board to get a personal idea of the aesthetics. I included inspirations from other films I've watched as well.

Sources:

Campaigns of The World. (2020). Nike - Dream Crazier | #JustDoIt. [Online]. Available from: https://www.youtube.com/watch?v=zWfX5jeF6k4 [Accessed 02/11/21]

Canada Goose. (2021). “A Journey to Live in the Open” with Sarah Richard. [Online]. Available from: https://www.youtube.com/watch?v=rekVx0zT5sA [Accessed 02/11/21]

Nike. (2021). One Day We Won’t Need This Day | Nike. [Online]. Available from: https://www.youtube.com/watch?v=MzYYUGnmqLA [Accessed 02/11/21]

Nike. (2021). The Toughest Athletes | Nike (M). [Online]. Available from: https://www.youtube.com/watch?v=_-5MGkUwe6w [Accessed 02/11/21]