A treatment is an integral part of the pitching process that takes place once a creative agency has put a job out to tender and selected a shortlist of directors they’d like to consider working with. Following an initial briefing with the agency to discuss the creative direction, the director will have the opportunity to present their ideas on how they see the content being brought to the screen, be it as a film, commercial or online content. They do this through a document called a director’s treatment.

This is an opportunity to show the agency what the finished film could look and feel like, before any major decisions are made. For a director, it’s their chance to think creatively and analytically about their stylistic approach, while working closely with a producer to formulate a practical execution that is achievable within the limits of the budget.

The ultimate goal of the treatment is to convey that approach to the reader, while resonating with the original creative vision. The chosen candidate and their production company will go on to produce the content and bring the idea to the screen.

Still Image References

While writing is essential for getting into details, the majority of people respond to visual stimuli quicker than the written word. This means the visual references in a treatment do a huge amount of the lifting work in conveying ideas.

The art of visual research is in sourcing and compiling imagery, which when viewed together, gives a strong sense of the concept. Finding those perfect images – whether iconic frames from classic cinema, an obscure arthouse gem, or a photograph that communicates so much – the imagery is essential for communicating the vision in the director’s head.

Visual research has traditionally drawn inspiration from films, art and photography, but increasingly relies on the wealth of beautifully produced television, commercials and digital creations. Sources should never be limited in finding supporting imagery. Cultural touchstones lie everywhere.

Moving Image References

With the vast depths of the internet influencing every aspect of our culture, it’s also no surprise that visuals in the ubiquitous Graphics Interchange Format have also become a regular feature in treatments. GIFs have become a shorthand for demonstrating action, camera movement or the all important timing inherent in comedy, which can be impossible to convey in stills and words alone. They also add a layer of energy and movement which can be irresistible for the right project.

Although visual research can do a huge amount of lifting work, sometimes there just isn’t an image that fully communicates an idea. A key frame of concept art can bridge that gap and add flesh to the bones of an idea, or act as a springboard for a production designer.

The words and visual resources are presented as a cohesive whole in a pitch deck. This presentation enables the supporting material to harmonise with the text, creating an alchemy that leads the reader into the world and enables them to imagine the film in their mind’s eye.

At this point the treatment becomes a skilful exercise in the laying out of ideas, creating interesting contrasts and juxtapositions to say something new. Graphic design elements wrap these ideas into a package that feels premium, reflecting the style and tone of the film, as well as the brand that is being advertised.

Treatment design has come a long way in recent years, with online design platforms allowing the treatment to become interactive. This additional functionality includes navigational menu features, moving images and animated design elements, making the modern day treatment a very different experience to the A4 print outs of days gone by.