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01 sv brand forum 101116
- 9. -Strictly Confidential- I don’t think screenplay writing is the same as actual writing. I think it’s blueprinting. Robert Altman
- 10. -Strictly Confidential- TOOLS OF THE SCREENWRITER -Strictly Confidential- 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
- 12. -Strictly Confidential- Creative ExecutionStrategy story structure by “F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of Characteristics Genre Major: Self-Expression Controlling idea Music is best enjoyed when it arrives exactly as the artist intended. Inciting Incident Minor: Technical Excellence treatment. www.treatmentofstory.com clay@treatmentofstory.com Minor: Tribal Strength Investment in design Prestige through price Dr. Dre Thump the bass
- 13. -Strictly Confidential- 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
- 14. -Strictly Confidential- TOOLS OF THE SCREENWRITER -Strictly Confidential- 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
- 15. -Strictly Confidential- TOOLS OF THE SCREENWRITER -Strictly Confidential- 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
- 16. -Strictly Confidential- STORY STRUCTURE story structure by “F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of Characteristics Genre Major: Self-Expression Controlling idea Music is best enjoyed when it arrives exactly as the artist intended. Inciting Incident Minor: Technical Excellence treatment. www.treatmentofstory.com clay@treatmentofstory.com Minor: Tribal Strength Investment in design Prestige through price 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
- 17. -Strictly Confidential- STORY STRUCTURE story structure by “F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of Characteristics Genre Major: Self-Expression Controlling idea Music is best enjoyed when it arrives exactly as the artist intended. Inciting Incident Minor: Technical Excellence treatment. www.treatmentofstory.com clay@treatmentofstory.com Minor: Tribal Strength Investment in design Prestige through price Dr. Dre Thump the bass
- 25. -Strictly Confidential- STORY STRUCTURE story structure by “F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of Characteristics Genre Major: Self-Expression Controlling idea Music is best enjoyed when it arrives exactly as the artist intended. Inciting Incident Minor: Technical Excellence treatment. www.treatmentofstory.com clay@treatmentofstory.com Minor: Tribal Strength Investment in design Prestige through price Dr. Dre Thump the bass
- 27. -Strictly Confidential- 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
- 29. -Strictly Confidential- 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
- 30. -Strictly Confidential- 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
- 31. -Strictly Confidential- 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
- 32. -Strictly Confidential- 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
- 33. -Strictly Confidential- STORY STRUCTURE story structure by “F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of Characteristics Genre Major: Self-Expression Controlling idea Music is best enjoyed when it arrives exactly as the artist intended. Inciting Incident Minor: Technical Excellence treatment. www.treatmentofstory.com clay@treatmentofstory.com Minor: Tribal Strength Investment in design Prestige through price Dr. Dre Thump the bass
- 36. -Strictly Confidential- ACCESSIBLE INNOVATION Truly game-changing technology present, but not felt; simplicity leads. C O N V E N T I O N
- 37. -Strictly Confidential- FUNCTIONAL VALUE An existing experience vastly improved; productivity and efficiency reign. C O N V E N T I O N
- 38. -Strictly Confidential- TRIBAL STRENGTH Experiences outweigh features; the group IS the product. C O N V E N T I O N
- 39. -Strictly Confidential- 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
- 40. -Strictly Confidential- SELF-EXPRESSION Breakthrough technology still very present, but design and image are the drivers. C O N V E N T I O N
- 41. -Strictly Confidential- 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
- 42. -Strictly Confidential- PURE ESCAPISM 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
- 43. -Strictly Confidential- ACCESSIBLE INNOVATION Simplicity leads. C O N V E N T I O N FUNCTIONAL VALUE TRIBAL STRENGTH TECHNICAL EXCELLENCE SELF-EXPRESSION BUSINESS ENABLER PURE ESCAPISM 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
- 44. -Strictly Confidential- STORY STRUCTURE story structure by “F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of Characteristics Genre Major: Self-Expression Controlling idea Music is best enjoyed when it arrives exactly as the artist intended. Inciting Incident Minor: Technical Excellence treatment. www.treatmentofstory.com clay@treatmentofstory.com Minor: Tribal Strength Investment in design Prestige through price Dr. Dre Thump the bass
- 51. -Strictly Confidential- STORY STRUCTURE story structure by “F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of Characteristics Genre Major: Self-Expression Controlling idea Music is best enjoyed when it arrives exactly as the artist intended. Inciting Incident Minor: Technical Excellence treatment. www.treatmentofstory.com clay@treatmentofstory.com Minor: Tribal Strength Investment in design Prestige through price Dr. Dre Thump the bass
- 52. -Strictly Confidential- story structure by “F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of Characteristics Genre Major: Self-Expression Controlling idea Music is best enjoyed when it arrives exactly as the artist intended. Inciting Incident Minor: Technical Excellence treatment. www.treatmentofstory.com clay@treatmentofstory.com Minor: Tribal Strength Investment in design Prestige through price Dr. Dre Thump the bass motivation! clarity! context! differentiation!