01 sv brand forum 101116

THE TREATMENT OF STORY.

-Strictly Confidential-


Clay Hausmann

Clay Hausmann


I don’t think screenplay writing is the same as actual writing.

I think it’s blueprinting. Robert Altman


-StrictlyConfiden0al-

TOOLS OF THE SCREENWRITER


Inciting Incident

Theme

Story beats

Controlling Idea

Act

Climax

Protagonist

Antagonist

Genre

Scene

Open ending

Tone

Premise

Character

Setting

Backstory

Closed ending

Conflict

Resolution

Synopsis

Logline

Look book

Treatment

Dialogue


Creative Execution Strategy

Time Understanding Motivation Money


Creative Execution Strategy

story structure by

“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of

Characteristics

GenreMajor: Self-Expression

Controlling ideaMusic is best enjoyed when it arrives exactly as the artist intended.

Inciting Incident

Minor: Technical Excellence

treatment. ��www.treatmentofstory.com�� [email protected]

Minor: Tribal Strength

Investment in design

Prestige through price

Dr. Dre

Thump the bass


You can’t fix a bad script after you start shooting. The problems

on the page only get bigger as they move to the big screen. Howard Hawks



TOOLS OF THE SCREENWRITER


Inciting Incident

Theme

Story beats

Controlling Idea

Act

Climax

Protagonist

Antagonist

Genre

Scene

Open ending

Tone

Premise

Character

Setting

Backstory

Closed ending

Conflict

Resolution

Synopsis

Logline

Look book

Treatment

Dialogue


STORY STRUCTURE

story structure by


Characteristics



Inciting Incident






Dr. Dre

Thump the bass

M O T I V A T I O N

C L A R I T Y

C O N T E X T

D I F F E R E N T I A T I O N


STORY STRUCTURE

story structure by


Characteristics



Inciting Incident






Dr. Dre

Thump the bass


INCITING INCIDENT


STORY STRUCTURE

story structure by


Characteristics



Inciting Incident






Dr. Dre

Thump the bass


CONTROLLING IDEA


Our mission is to be our customers’ favorite place and

way to eat and drink. We’re dedicated to being a great

place for our people to work; to being a strong, positive

presence in your community; and to delivering the

quality, service, cleanliness and value our customers

have come to expect from the Golden Arches – a

symbol that’s trusted around the world.

MISSION STATEMENT


A controlling idea describes how and why life

undergoes change from one condition of

existence at the beginning to another at the

end.

IN FILM


Justice triumphs because the protagonist is more

violent than the criminals.

DIRTY HARRY

Justice is restored because the protagonist is more

clever than the criminals.

COLOMBO


A controlling idea describes how and why a

customer’s life undergoes positive change

from one condition of existence at the

beginning (without your services) to another

at the end (with them).

IN BUSINESS


People deserve fast food that is simple, natural and

delicious.

IN N OUT

City travel is empowering when everyone has their own

personal car service.

UBER


STORY STRUCTURE

story structure by


Characteristics



Inciting Incident






Dr. Dre

Thump the bass


GENRE



ACCESS IBLE INNOVAT ION

Truly game-changing technology

present, but not felt; simplicity

leads.

C O N V E N T I O N



FUNCT IONAL VALUE

An existing experience vastly

improved; productivity and

efficiency reign.

C O N V E N T I O N



TR IBAL STRENGTH

Experiences outweigh features;

the group IS the product.

C O N V E N T I O N



TECHNICAL EXCELLENCE

Technology embraced in a way

that builds value and trust;

expertise is king.

C O N V E N T I O N



SELF-EXPRESS ION

Breakthrough technology still

very present, but design and

image are the drivers.

C O N V E N T I O N



BUSINESS ENABLER

The engine under a business’s

hood, it’s all about return and

results.

C O N V E N T I O N



PURE ESCAP ISM

No utility attempted here, this is

all about entertainment and relief

from the real world.

C O N V E N T I O N



A C C E S S I B L E I N N O V A T I O N Simplicity leads.

C O N V E N T I O N

F U N C T I O N A L V A L U E

T R I B A L S T R E N G T H

T E C H N I C A L E X C E L L E N C E

S E L F - E X P R E S S I O N

B U S I N E S S E N A B L E R

P U R E E S C A P I S M

Productivity & efficiency reign.

The group IS the product.

Expertise is king.

Image and design are drivers.

Return and results.

Entertainment and relief from reality.

G E N R E


STORY STRUCTURE

story structure by


Characteristics



Inciting Incident






Dr. Dre

Thump the bass


CHARACTERISTICS


STORY STRUCTURE

story structure by


Characteristics



Inciting Incident






Dr. Dre

Thump the bass


story structure by


Characteristics



Inciting Incident






Dr. Dre

Thump the bass

motivation!

clarity!

context!

differentiation!

THE END. w w w . t r e a t m e n t o f s t o r y . c o m c l a y @ t r e a t m e n t o f s t o r y . c o m

01 sv brand forum 101116

Marketing