Directors Treatment By Zoe Cassavetes
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INTRODUCTION Thank you so much for considering me for these Dickinson’s spots. I am taking a chance and presenting you an original idea that I had while going over all the information. Something that I think can be beautiful and modern and dynamic that includes all the subjects about the product and what Dickinson’s stands for. An idea that can have women speak to women about the products truthfully, curiously, and enthusiastically. I want to be able to give you everything you want. To have all the information come across in a relatable, engaging and stylish way. To make people remember the product and to be as excited and as curious as our cast. We will build a dynamic story in the viewer’s minds, a history that binds Dickinson’s with witch hazel and also the idea of health, nature, tradition and discovery.
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THE SETTING A studio box. It should be very clean and bright feeling with the background a little off white/light grey to really let our characters warm on the skin. The camera is set and it’s up to our characters to We can play with the idea of incorporating some of the branches of the witch hazel tree, maybe as part of a backdrop or just allowing the actors to hold a branch of the tree in her hand. I think a branch of tree could sit well in the background of the product package shots.
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THE IDEA We have three women, dressed in clean white or light colors. Their hair and make up are very natural and healthy They are individual interviews, on camera testimonials, without the stiffness or normal structure. We ask these women the same set of questions about the products and see how they answer. We give them the product to try, to smell, to visualize with. We can hear the questions being asked or we can just hear the answers of the
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TOPICS LIFESTYLE - On the go, active, place to place, time constraints. SKINCARE - Really works, no sticky residue, healthy. NOSTALGIA - Scent, generational, what’s it made of? SKIN HEALTH - All types of skin, clearer, calmer. PRODUCT - Cleanse, tone, refresh.
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THE STYLE The style will be clean and effective because this is a semi non-linear piece and you will be able to pick and choose many combinations of stories and change the emphasis to any subject or combine all of them. So actually this gives you the option of more than one spot. The setting is very minimal and clean, focusing on the women and the product.
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We can shoot each woman in three frame sizes allowing a lot of energy and movement.
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And since we will be in one location, I can really spend time with the women getting the best of them and making sure we have covered all the bases....
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CASTING Casting is key. Not only do these have to be good looking, individual women, but their personality has to shine: A good sense of humor, a sense of joy, a clear speaking voice and a lack of self-consciousness. I know it’s asking a lot but I have a good eye and love to work with actors so they can feel totally safe to give the best performance. It would be nice to see some variation of age to have a full spectrum of people who use the product. All of the women should have something special about them. They should each shine in some way.
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MUSIC Music is a huge component of how this spot comes together. A fun, energetic pop song is best with no lyric or controlled lyrics. It would be great to pick out something with the vibe we want to play on the set between takes to keep the energy at the perfect pace and also give all the girls the same beat to work off so they stay on similar energy lines.
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IN CLOSING beautiful quality and a sort of unique way to approach getting the message across. I hope you like it and feel as strongly about it as I do. Zoe
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