Creative Direction of an Advertising Spot
From the script to the treatment
A course by Javier Lourenço , Multi-technical director
About the video: From the script to the treatment
Overview
“In this lesson I analyze this particular case that I made for the Ikea brand and the BBH agency of Singapore. Here I talk about the script and the deck and the references of the agency. Brief history of brand communication. Sketch of preliminary ideas. Preparation of a winning management treatment: Intro, Storytelling, selection of technique, search of visual references (look & feel, props, miniatures, lighting) and audio (music and voice over talent), portfolio of collaborators, final design and conclusion.”
In this video lesson Javier Lourenço addresses the topic: From the script to 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 we are going to see a Live Action project with post production that we did for the IKEA brand and for the agency BBH Singapore. In this lesson I'm going to tell you whole process of a job that we did for IKEA Southeast Asian, the agency was BBH Singapore, maybe they ask how we did to work from Argentina for a agency in Southeast Asia? Well from somehow we did it via Cam, the year before we had won at the festival of advertising at Cannes Lions, a bronze lion with a campaign for Game a mark of Procter and Gamble that we had done for Lapiz, an agency of the Hispanic mar...”
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
