Creative Direction of an Advertising Spot
The content of the treatment
A course by Javier Lourenço , Multi-technical director
About the video: The content of the treatment
Overview
“Definition of treatment topics and tasks of collaborators. Differences between treatments of animation and live action projects. Scope of the treatment. Cover Intro Storytelling (cinematographic re-writing of the script). Chosen technique Storytelling visualization: Look & Feel. Concept Art. Art direction & props. Style frames. Locations Cinematography. Lighting, framing, camera positions. Colour. Casting Roles and construction of the characters. Character design. References. Sketches Investigation. Locker room. Story Board Concept Art. Post-production notes. Notes on audio. Technical notes on equipment. Production notes Conclusion. ”
In this video lesson Javier Lourenço addresses the topic: The content of the treatment, which is part of the Domestika online course: Creative Direction of an Advertising Spot. Learn to face a direction pitch for stop motion and mixed media from the brief to the post-production.
Partial transcription of the video
“[Music] In this lesson I will talk about the content of treatment. Good the first thing you are going to do is define the themes of treatment, then define what tasks your collaborators if you are going to have a reference who helps you look for references, if you are going to have a designer to help you to design it and if you are going to have a Ghost Writer that is a character which often help directors write the treatments, if it goes into your pitch budget too will be. Then it varies a little if it is a treatment of a project of animation or a Live Action project. Usually in the animati...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Creative Direction of an Advertising Spot
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Category
3D & Animation, Photography & Video -
Software
Adobe After Effects, Adobe Illustrator, Adobe Premiere -
Areas
Advertising, Art Direction, Filmmaking, Motion Graphics, Stop Motion, Storyboard, Video
Javier Lourenço
A course by Javier Lourenço
He graduated in Advertising in 1997 at the Universiad del Savador (Buenos Aires) and since then has worked as an art director at leading agencies such as Lautrec / Nazca Saatchi & Saatchi, CraveroLanis, Euro RSCG and DDB. He was creative director at the agency Del Campo / Nazca Saatchi & Saatchi and El Cielo de Agulla & Baccetti.
In 2006 he started working as a director of audiovisual projects working for the Amautalab creative studio and in 2009 he founded Flamboyant Paradise with Antoine Quairiat. Since 2017 he is also the director of GIZMO, an activity that is currently compatible with director of advertising, film and video clips in which he gives free rein to his eclectic multitechnical audiovisual repertoire that includes live action, mixed media, 3D animation, 2D, Motion graphics and stop motion
- 98% positive reviews (82)
- 2,155 students
- 14 lessons (2h 6m)
- 47 additional resources (16 files)
- Online and at your own pace
- Available on the app
- Audio: Spanish
- Spanish · English · Portuguese
- Level: Beginner
- Unlimited access forever
Adobe After Effects
Adobe Illustrator
Adobe Premiere
