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directors treatmentJULY 2005

ABN AMROCredit cards

EPPCO/ ENCO stationBill repayments atover 140 outlets

CLEAR CARDLife of the partyFREE FILMSLife imitating film

Al AMEERABeauty is more then skin deep

Get SmartCall Axis Films to hire 603 7728 8330

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Content

OverviewScript Highlights - EPPCOScript Highlights - Clear CardScript Highlights - Free FilmScript Highlights - Free Film…cont

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Script Highlights - Al AmeeraArt DirectionArt Direction…contTalent Tone & MannerFin Conclusion.

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OverviewMoving ForwardLess Is more

It’s great to be given scripts so singled minded and pure to the benefits of the product. With a clear path in front of us, everything we do from now will accentuate the main theme of the spots and should not add clutter or have mixed messages.

Having the brief so clear, it leaves room for excellent crafting of the TVC. I have already pictured the fest of both contemporary and uniquely cinematic visuals that will tell these exciting stories.  

As there are four boards I will not be going into full details of all the boards but will be highlighting section of the script that are essential to the core idea.

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Script highlight - EPPCOThis is a three-part story. 1) the set up, 2) the message 3) the payoff

Theme: Convenience As stated above, because what is most important in this

spot is the ‘endbenefit’ to the consumer (more time in life), I am going to

spend moretime establishing the story in part 1 and 3. Part 2

demonstrates theease and quickness of paying your credit card bill and I

feel this is bestillustrated with clear, concise and fast shots. This is also to

give theviewers a sense of just how fast the whole process is. The

quickerthis sequence the faster it feels for the viewer to get on

and ‘enjoy life’.

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Script highlight - Clear Card

Theme: FashionistaThe transition from a boring and morbid get together, to an exhilarating “jumping” party will definitely highlight the core feature of the card. I see this spot starting of in a stylish venue with a monochromatic scene but when our hero flashes his clear card, the scene livens up to a colorful vivid happening party. The transformation will be seen not only in the colours but also in the way the scene is lit, the change of edit pace and the actions of the urban funky crowd.

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Script highlight - Free Film

Theme: Action/ExcitementA tongue-in-cheek method is how best we should approach this spot. As we will be dealing with “action-hero” wannabes, this spot should be a parody of action films. Each character should be introduced with an action sequence that is related to the character they take after.

For example:

1. JAMES BOND – the recognizable ‘bond’ car, a BMW Z8 (Z3, if we don’t have the budget) does a handbrake slide in front of the cinema and glides into position at the entrance. Out comes Mr.Cool himself and walks to the ticket counter where he flashes his card.

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Script highlight - Free Film…cont2. GADDAR SINGH – we open with a intrusive shot of a horse jumping over the camera into the foyer of the cinema. We then cut to see our “villain” dismount the horse and head to the counter. In true Bollywood super villain style, flash his million dollar smile and his card at the counter.

3. TARZAN - we should have our hero hanging from a vine as he swings through the city (like Spiderman in his movies). The camera moves swiftly with our hero. It would add more humor to see him swing into the foyer only to be met by “Jane” who has their trusty chimpanzee in tow to watch the movie.

As this spot is only a 20sec spot. I have kept the introduction of our heroes to only three. But I feel to add to the excitement of the board, we can have other heroes waiting in the foyer. For example, Rocky, etc.

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Script highlight - Al Ameera

The best way to highlight the product benefits of this spot would be to demonstrate direct comparisons. I would do this in the form of split screens for the message to be clear and concise. This treatment would start as the ladies walk into the beauty salon together. The rough sequence would go like this (this is not the full storyline just the highlights of where the split screen should be)

Theme: Exclusivity

1.The two ladies park their cars and walk through the doors into the beauty saloon together2.Cut to the beauticians as they fuss among themselves to attend to the ladies that have just walked in.3. Cut to a split screen shot as we see both the ladies looking up. On the left of screen is the Ms Socialite and the right is Ms Trendy. Ms Socialite starts with a big “I’m all that” grin on her face that turns to a frown when she realizes that the group of beauticians that she thought was coming to service her have now turned towards Miss Trendy. During the same time on the right of frame we see from her face gestures Miss Trendy uncertainty turn to a little grin as she realizes that she has beaten Ms Socialite for the attention of the beauticians. We could also have them turn and react to each other like in the Brady Bunch opening.

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Art DirectionThe aim of the production design here is to find a distinctive set of elements that instantly cues the bank and at the same time work for each story.Here the works of two different directors, who use art direction and color to give their work it own signature come to play.

http://www.markromanek.com

http://www.davidlachapelle.com

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Art Direction…contI have also attached three spots for Volvo SC90 that best describe the direction of the production design. These spots are boldly stylish and contemporary with a clear simple message. Please note that although these Volvo spots have a sober mood to them, this is not the mood I’m looking for but what you should be looking out for is the framing, camera work and also the art direction.Framing and Camera work.Mostly the framing will be tight to bring the viewer into the tick of the action. Each frame would be rid of any clutter that would stray our viewers from the main story. I would keep the camera fluid at all times. Tracking in and out at high points and using camera mounted cranes to add more excitement and depth to the visuals. This would give the films, even though short in duration, a cinematic feel.

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Talent Tone & Manner

All four spots will be visually stunning.

The main ingredient in the mix is the talent and as such casting will become paramount. Not only do our talents have to look good we also need them to have a certain degree of acting ability.

The overall tone and manner of the film will be vital and bright. The personality of all our talents would be seen as happy and confident. Perhaps some of them could even be a little cheeky; the kind of self-possessed cheek that comes with the confidence with looking and feeling good. All talents have to be good-looking and stylish… I want the viewers at home to want their phone number.

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Fin - conclusion

I have tried to keep these notes a short as possible but it is hard to control my excitement. Not often does one come across a series of scripts that hold this much of possibility. Believe me if I had my way there would be more details that I would like to cover in this treatment but I’m forced to keep things to a minimal. With that I would like to conclude with a saying that my team here at axis films is thrilled with these boards and hope to take it to the next level in film with your creative team.