Treatments

Q:

How do you feel about using others’ images in a creative treatment? If used, should it be called out? I’ve always only ever used my own work, but I have heard that it’s very common for photographers to use any work that supports their creative vision for the project to be more like a director’s treatment.

A:

Using other artists’ images in your treatment may be misleading that they are yours. I suggest putting those images in a section labeled “inspiration” to avoid confusing the situation. Certain treatment production topics are expected to have others’ images, such as Props, Wardrobe, Locations, etc.

What is a PITCH?

A ‘pitch’ can be your proactive way of introducing what you offer to potential clients, usually through an emailed Treatment-style PDF. 

Three types:

1. Images of your style matching the type of work they do

2. Production company methodology of what you handle and provide

3. Specific conceptual concept project idea 

*Thank you Mary Dail (Big Leo Productions-@bigleoproductions) and Traci Terrick (Poppy Creative Agency- @poppycreative), for our Friday discussion on “pitches.”

Q:

At what bid price do you include a treatment, and when do you decide the production is too small to require a treatment? I have a cut-off in my head, but I’m a grumpy old-timer.

A:

When you are up for a job that you want based on financials, opening the door, or creative exploration, you put your time into an awesome treatment. If it’s a low-budget, one-time situation, you can create a PDF of the appropriate images without writing a detailed production plan for every category. Either way, using an A+ design that stays strong with your branding is key.

Q:

How do I put together a treatment that really stands out from the other photographers bidding on a job?

A:

Treatments can get you the job. A well-designed and well-written piece is most important. Use a designer and a writer unless you are really good at both of those.

Treatments are very common now, and even if they don’t request one, I recommend sending one in. The treatment should show the type of profession you are and what you’d bring to the job. Explain the technical aspects of how you’d shoot, then cover the important elements of the shoot like locations, talent, wardrobe, lighting, etc. 

Q:

I would like to hear about the importance of treatments. What is a treatment? 

Do photographers create their own treatment? What needs to go into it and what should it look like?

A:

A great treatment is one of 3 keys the photographer needs to get the job:

1. The Portfolio 

2. Creative Call

3. The Treatment

A treatment is a pdf full of all the info to show the creative how the photographer will approach the job. It will include samples of images, locations, talent, wardrobe, etc. 

Yes, photographers create their own treatment, and I have to say it’s like getting their teeth pulled. They are not writers and normally their portfolio speaks for them. This takes a sales type of “showing off” that photographers are uncomfortable with in general. 

It needs to look slick and put together because the creative will read this to know what the photographer is bringing to the project, how they work, how they see this job, and how well they can deliver a packaged expression of their work. 

Q:

Should I always submit a Treatment with my bid?

A:

Yes! It’s the way of our world now, where it used to only be for commercial directors. Even if they don’t ask for one, I highly recommend always creating a treatment if you want to get the job. You can always hire treatment creators listed on our Pros for Hire on www.asksternrep.com

Q:

I discussed with other photographers whether putting other artists’ work in your treatments is acceptable. I’d love to know your perspective on this. Also, if you do, how should it be said that it’s not your work?

A:

The treatment goal is to sell yourself through a fast-read, clear, concise artistic format. Categories and sections, like “Sample Locations,” “Prop Examples,” or “Wardrobe Styles,” are clearly general public images. Any blurry unclear info will get in your way and could be marked as a RED FLAG for a client. Even when it makes sense for the treatment message to show another photographer’s work, the quick read of a client could make this more of a problem vs. a solution.

Q:

Do you think the purpose of the Creative Call is to give a verbal and preliminary treatment to clients before the actual treatment?

A:

Yes, the creative call is when we introduce our verbal treatment, noticing the back and forth reactions sparked by the hot topics clients want to discuss. We use this call to monitor how the 2-way conversation flows, giving us a more concise roadmap to our treatment.

The final stage of the treatment is where I find it easy to add in spots, sneaking in and dropping descriptive adjectives to modify our point wherever we can use an adjective to ‘bring it home.’

Example to show AUTHENTICITY:

“We will be using natural light to bring about the real-life/pure/true/convincing feeling that these are actual people and not models.”

I want to share what I do when I receive a treatment from a photographer before we send it in. I review it carefully to find places where they describe the location, casting, and talent. I look for opportunities to enhance these descriptions by using specific adjectives and words that align with the client’s preferences. For example, if the client wants an authentic shoot with the talent in real moments, I consult a thesaurus for synonyms of “authentic,” such as “pure,” “reliable,” “true,” “trustworthy,” “credible,” and “convincing.” These words help describe how we will find the perfect location, even if it’s not perfect but rather credible or convincing. Pay attention to the words used on the call and in the creative deck. Use those terms specifically and reflect back what the client wants to hear.

Q:

When you say to bring the client’s branding into the treatment, do you mean their overall visual language/aesthetic or their actual branding like their logo etc?

A:

Your treatment is all about having the client feel like you “get them.” You are what they’ve been looking for to bring their idea to life! Use every way you can to translate this; it is your opportunity to speak their language with their logo in the titles, and their colors styled aesthetically throughout.