Treatments

The TREATMENT webinar gives us the story behind the words and visuals needed to get us the job and why we need to take this seriously. Templates need a slice of who we are in them, personalized to stand out, illuminating you are the right choice for the project. Don’t settle with your treatments; take them further; use what is revealed in this webinar to make your template YOURS!

Last week, my webinar was on treatments—the one unspoken big mystery of how to create a treatment, why to do it, and what’s needed to get the job. We covered a lot, but there were several key points that stood out to me that I want to highlight.

We had two guests: Scott Rickels, a treatment writer, and Mary Dail, a good friend of mine and rep at Big Leo Productions. Mary created a fictitious layout for us as an example of a treatment. Her design included the scope of the job, which I’d never thought to include in a treatment before—it was very smart. She also added a small copyright notice in the bottom left corner, not too large but useful for protecting against unauthorized use for comps. Her design effectively replicated the feel of the fictitious client we were targeting, making it a perfect example of a treatment.

Scott Rickles addressed a common concern: What if they don’t read the treatment? He pointed out that the words have to be engaging and not just a page after page of text, which can be intimidating. He emphasized that the real goal of the treatment is to add personality and flavor to what you bring to the job technically.

There were so many nuggets of wisdom shared. To fully understand the purpose of a treatment and how to use it to get the job, I recommend checking out the webinar.

Navigating the Unknown Episode 16 – What Goes into an Impactful TREATMENT that Gets the Job? is now live on YouTube! This week we speak to Treatment Writer Scott Rickels and Artist Rep Mary Dail from Big Leo Productions about how to create a cogent treatment. 

Guests:

Scott Rickels – Treatment Writer

Mary Dail – Artis Rep, Big Leo Productions https://bigleo.com

Navigating the Unknown is a Q&A series in collaboration with APA-LA where we speak to different members of the photo community about all aspects of the commercial photography business. https://la.apanational.org/

With Co-Host: Photographer Hugh Kretschmer https://www.hughkretschmer.net/

Treatment Final Edit Checklist:

1. SPELLING and GRAMMAR mistakes are more damaging than you may think. 
2. Use every opportunity to use SPECIFIC words/concepts relating to this client and project in particular. 
3. Consistency of the organized structure through similar placement, layouts, titles, fonts, etc., to make it easy for them to follow.

Treatments are so important. When you are bidding for a job, you should always do one. Even if you think it’s too small of a job or the client doesn’t need it. Always do a treatment. There are three things to watch out for. The first is spelling and grammar. We know it seems little, but it really stands out if you have mistakes on your treatment. You’re a director, your attention to detail is important. The second is to be specific. You’re probably working off of a template. Make sure that the general lines that describe who you are and how you shoot always include the specifics on that job. That client is wanting to hear how you will shoot their job and not just how you shoot in general. The last one is consistency. Your style and how you set up the content in your treatment should always be consistent. Don’t jump around, make sure the treatment reads smoothly. You’re giving them something that can help you get the job. Remember that. Put time into this.

Guest Post: Executive Producer, Robin Daily

“When we reach out to an artist to bid on a project, it’s the start of a relationship of sorts. We’ve been admiring their work and would like to initiate a conversation. 

The Creative Call is the “first date”.
The Treatment is the second one. 

The treatment tells us whether the artist heard us, but equally as important, how it resonates with them, now that they’ve heard our thoughts and vision for the project. It’s feedback to that “first date”. It should never be just a regurgitation of what we said. It should be how they would take our starting point and build on it.”

Treatments are important. It can get you the job. We just lost a job because we didn’t do a treatment. I asked the client why? The winning photographer was chosen because their treatment was so fabulous and it reconfirmed what they heard on the creative call. They need to know you’re as professional as you sound. Because you might sound professional on the phone but they need to know you are the person they heard on that call.

My sixth-grade art teacher Ms Johnson said, “if someone copies your idea, that means you had a really good idea.”

The same goes for treatments.

Don’t hold back because the only way your idea won’t be used by others is if you never get the job.

There is a lot of apprehension from putting your secret ideas into your treatments because you may think the client may steal it and use it with someone else. That’s really not how it works. A client is going to hire a photographer based on their treatment and of other things. You might inspire them. But even if you share your idea and then they use that idea on another shoot with another photographer, what are we going to do? We can’t stop them. You have to give all of yourself to the treatment: every idea you have, the locations, the whole production, the schedule, and how you would make it all happen. If you don’t share all of your ideas you’re not really showing who you are and you probably won’t get the job.

Treatments are the opportunity to share a sampling of the Director you will be set in a very well designed, well written PDF. 

Reiterate what you heard on the Creative Call through a mood board of images and topics explaining your lighting, color and tone, location samples, talent, wardrobe styles, post work, etc. 

Make it yours, who you are as a director and how you envision this project with all the specific areas that create the look + feel you will be creating. 

Treatments are such a big topic. They are what will help you get the job or lose the job. The client wants to know that you understand from the mood board and their creative call what is their concern. What are some potential problems that you can solve. Listen to what the potential issues are on their side and what the challenges are and what you can bring to the table. Let them know you’re going to deliver a smooth shoot and get them what they need.

Q:

Is it expected that I deliver a treatment when an ad agency requests a bid?

A:

Yes, treatments are the norm now and I definitely recommend sending them in on every bid. Why not? Other than them taking a lot of time, they really sell the photographer and can help you get that job or future jobs with that client. Take it as one opportunity you should not pass up even when they don’t ask for a treatment. 

One tip: Work with a designer to get your treatment template looking like your A+ style!

In an effort to demystify this topic, I asked a variety of Art Producers to get the inside scoop on treatments.

Question: What do you believe is the purpose of a treatment?

FCB Chicago Art Buyer: The purpose of a treatment from our perspective is to confirm the photographer has taken, digested, and totally understood the brief and creative call. It’s an opportunity to make the creatives feel totally comfortable and at ease with the photographer’s expertise. 

The photographer should also always feel empowered to bring their own flavor to the concept, too; we seek photographers out to be creative collaborators, so if a treatment is just going to directly mirror our concept/references and not add anything new then it’s not as strong as it could be if the photographer included some of his or her own ideas, as long as they’re in line with the concept and goal of the shoot/campaign. 

Art Producer Cameron Barnum: Treatments are a critical tool in today’s bidding process. That might sound hyperbolic but I’m finding that Art Directors & Clients are coming to expect a treatment for any sizable project. Directors have long provided as much. Photographers would be well advised to join ranks. 

Anonymous Art Producer: The treatment shows us how the photographer envisions the shoot happening, from style to locations to actual camera lensing. It gives us a look into what our project will become with that specific photographer. 

Art Production + Creative Consulting Mara Serdans: The purpose of a treatment is to give the creatives and client an idea of how the photographer plans to execute the concepts through his/her lens. I think the photographer should use this as an opportunity to share any solutions to challenges/questions that were posed on the creative call as well. The photographer should also do more than just regurgitate what was discussed on the creative call but show the team his/her unique perspective. www.maraserdans.com

Question: What are some key components in putting together a successful treatment?

Art Producer Cameron Barnum: Photographers should embrace the treatment as an opportunity to show their craft & design sensibilities in the document itself. They should use it to further develop the ideas started by the initial creative briefing conversation. A treatment is also a great place to express their enthusiasm for taking on the job. 

Anonymous Art Producer: I think attention to detail and thoughtfulness of the project as a whole is essential. I’ve gotten treatments where a photographer just threw some photos together and sent them over. I can find those on their website myself! Some of the best treatments I’ve gotten have broken things down so beautifully with an intro to them as a person, look and feel (and they explained why their look and feel would translate well to out project), location inspiration, wardrobe and talent styling, technical info, and just an overall breakdown of how they work. Those types of treatments literally lay the shoot out for us with such a clear picture. 

Anonymous Art Producer: The PDF is well designed and showcases your ideas. Something that would stick out negatively is when it’s clear you didn’t understand the brief or have an idea that is totally off brand/message.

Question: What percentage of the treatment should be words, and what percentage images?

Anonymous Art Producer: I think about 60-70% images and 30-40% words. It’s nice to get a good overview of how you work and how you’d approach the job, particularly if we haven’t worked together and we only got to know you on a creative call. 

Art Production + Creative Consulting Mara Serdans: I don’t think I can quantify a specific ratio of images to words but it should clearly and concisely communicate the concepts. And the photographer should inject a bit of his/her personality into the treatment. Also, don’t forget to spell-check and make sure everything sounds grammatically correct. 

Art Producer Cameron Barnum: The content needs to match the scope of the project. A more complex project deserves a commensurate treatment. It’s hard to attach a ratio of words to pictures but given the visual art form, more of the latter would be expected. Components ought to touch upon the critical creative decisions. E.g location, casting, on-set workflow. Also, don’t be afraid to make it personal.

Our business can sometimes feel like a game of chess. And as they say, you can’t win if you don’t play. So be in it to win it!

This came from something I’ve been noticing lately. When people, especially clients, ask for something—things we didn’t have to do in the past—it now seems like there’s a trend where we need to give more than what’s asked of us. Whether it’s in the bid, the treatment, or even on a creative call, we go beyond. We even pay people to get the resources we need, as if we’ve already got the job. Go beyond what’s required; it’s a game, and you’ve got to be in it to win it. I mean it. Find the resources you need, and give them not just what they want, but more than they even think they want. Show up with more than they could ever imagine.

Q:

Can you recall a treatment that went above and beyond the prerequisites and landed the photographer the job?

A:

I do remember a particular treatment ‘success story.’ My product photographer was up for a Google job, and he tested some comp images to show how he would bring the products to life. Perhaps that showed his enthusiasm or perhaps they saw the lighting they needed. They loved it and he got the job!