Pre-Production Creative Treatment

A creative treatment is a pre-production document that summarizes a video’s concept and defines the creative slant of the final product. Often included in a treatment are the program’s overview and objectives, the creative concept, technical approach, potential contributors and project timeline.

A production’s treatment is critical in solidifying producer/client agreement on the scope and development of the program. It is a signed, legal document that binds the client to the creative concept and the producer to the program deliverables. The treatment is also invaluable in helping the producer to map out preliminary recording locations, write the script, plan shots and visualize the overall style of the production.

Start with a one or two sentence description of the original proposal.

PROGRAM: The Life and Legacy of Otelia Cromwell

EXECUTIVE PRODUCER: Pamela Nolan Young

CLIENT: Office of Institutional Diversity and Equity

PROPOSAL:
This proposal is submitted in response to the Office of Institutional Diversity and Equity’s request for a video highlighting the life and legacy of Otelia Cromwell. Working with members of the Otelia Cromwell Video Production Committee, the Producer will provide the creative and production resources needed to design and produce a quality program that achieves the established objectives.

Include a brief overview of the program, what it is and what it will be used for, and include program objectives, as well as the primary target audience.

PROGRAM OVERVIEW:
The Life and Legacy of Otelia Cromwell is a video production intended for screening as part of the 25th anniversary celebration of Otelia Cromwell Day in Fall 2014. Through a unique blend of narration, testimonials and archival materials, the program will explore Otelia’s accomplishments, as well as the history and importance of the annual Fall celebration. Estimated duration of the program will be between 12-16 minutes.

PROGRAM OBJECTIVES:
• Provide a biographical sketch of Otelia Cromwell’s life and her accomplishments
• Explore her legacy of opening doors, breaking down barriers and overcoming adversity
• Address the establishment and relevance of Otelia Cromwell Day

THE AUDIENCE:
The primary audience of the Program will be students currently enrolled at Smith College. Secondary audience viewers may include the extended Smith College community – faculty, staff, alumnae and other supporters of the College.

Write a concept statement, a brief summary of the theme and purpose of the video. The concept statement is the core message and purpose of the video, as defined by you and your client. Follow up with a production approach statement which details how the story will be told.

THE CREATIVE CONCEPT:
The Program’s approach, in chronological order, will: (1) impart the story of Otelia Cromwell, her professional achievements, the lasting impacts she has made on education and diversity, and details about who she was as a person; (2) discuss the importance and relevance of celebrating Otelia’s legacy with an annual event that showcases diversity and the value of appreciating difference; and (3) illustrate a conceptual bridge between Otelia’s life and accomplishments and today’s culture, still in need of Otelia’s example of strong conviction, appreciation of difference and quiet perseverance.

THE PRODUCTION APPROACH:
The Program will be a tribute to Otelia Cromwell who channeled her passion for knowledge into a synergy which helped to create the educational opportunities that exist for a diverse population today. Contributors will be selected to tell Otelia’s story, individuals who are articulate, impassioned and knowledgeable about Otelia’s life and/or the implications her legacy has for social, economic and political advancement. Otelia’s legacy will be explored through interviews with select faculty and other contributors who have done significant work in the areas of social justice and/or education.

Once you’ve defined the core concept, include sources of information, potential contributors and the technical approach.

SOURCES OF INFORMATION:
Potential archival materials may be currently located in several library collections and in one personal family collection on the East Coast of the United States. The Producer will consult with appropriate site personnel to reserach and inventory archive materials and set up site location recordings to digitize said items. The Producer will arrange permissions necessary for on site digitalization of archives and artifacts.

Personal Cromwell Family Collection
College and University Archives
• Howard University Archives
• Smith College Archives
• University of D.C. Digital Archives
National Library Collections
• Library of Congress Prints and Photographs

Potential Contributors:
For all potential on-camera talent, an initial audio interview will be conducted between the person and the Producer to gage his/her articulation, knowledge of the topic and presentation style.

Technical Approach:
Archival materials will be recorded digitally at the highest possible resolution, using a Canon EOS 60D. Talent profiles, cutaway footage and artifacts will be recorded digitally, using a JVC GY-HM750U camcorder. The video format will be Full HD 1920×1080 resolution, AppleProRes422, 30p. External lighting and microphones will be used as required. The MP4 master edit of the Program will be formatted digitally at HD1280x720, suitable for online sharing sites. Closed captioning and program transcript will be available.

Additional items to the treatment may include Roles and Responsibilities, and Budget Items and Estimate. Complete your creative treatment with a schedule of project deadlines, accompanied by a clause indicating who owns rights to the production and who will be responsible for the distribution of the program in specified formats.

Protect your creative treatment by registering your document with the Writer’s Guild of America (East or West) at https://www.wgaeast.org/script_registration.

Written by Kate Lee, Smith College Senior Media Producer

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