Grand Heights TVC Treatment by Ahmed Alaa Eldeeb

First of all I would like to thank you for choosing me for this super fun campaign that certainly attracts and intrigues any director. I think we are about to make a very comedic campaign that will reveal the humor part in our society and the funny nature of advertisement when it tries to sell unreal matters to the audience!

Overall Approach

This copy should be extremely unexpected! Meaning that the viewer should not expect at all the twist in the storyline. This is why I am intending to make a great difference between the first luxurious part and the second part that is more about the reality and actual situation.

All copies will start on a monitor where I would see the picture on the monitor in close up and then I track out to see the exact frame but on a chroma and we hear the word 'cut' and suddenly the crew starts moving and everyone on location starts clearing the frame.

Storyline

Copy 1

We will start with our standard shot of a monitor screen, where we see a scene of two couple sitting in a very luxurious place, lake and ducks all around them.

We track out to see the two couples sitting on a chroma and suddenly the lighting changes and the crew members start appearing in the frame, moving to the next scene and we see a chroma man holding the ducks from underneath.

Copy 2

In the second copy we will have the same setup at start but this time the family are sitting very calmly, appearing to be very happy while they are about to eat. The minute the young boy approaches the big turkey in the middle of the table, we hear the VO saying cut, and the production runner goes quickly to take the turkey from his hands before he starts eating.

Copy 3

In the last copy we will see two couple in a picnic, while they are enjoying a very new view and good food. The wife starts to prepare a marmalade sandwich for her husband and while she is about the give it to her husband we hear the VO saying 'cut' and suddenly a young boy comes from behind and steals the sandwich from her hand while she is in complete shock.

Cast

The cast has to seem very stylized and the typical cast that you would see in a cheesy commercial. The very 'model' like ones and the familiar faces you always see in ads. They need to feel too fake so that you can spot on the fact that this is a commercial and not a real scene.

Art Direction

As mentioned above I am intending to make a difference between the 'Ad look' and the behind the scene look that will be revealed at our very last twist in the story. The first sequence will be extremely well lit and stylized while the minute I hear the word 'cut' everything changes, the lighting, the background of the chroma is revealed and all the crew is suddenly seen.

Camera Movement & Technique

In this copy we will use static camera with minimal cuts to wrap up the situation in a humorous manner at the very start in each situation. There might be a slight use of crash zooms at the end when the characters are embarrassed to see their reactions more clearly as if they were caught.

The camera movement is yet simple, breathing and letting the audience have time to absorb the irritation that you experience through the story twist. It will be all shot in one location for each story and I am not intending to go for the 'cutty' method of editing in such a copy yet will not keep it too long that we lose the pace of the script.

Cinematography & Lighting

The cinematography and lighting will be divided into two parts, the first part where there will be very heavy lighting and style in the frame, whereas the second part will be more real with mostly real lighting and minimal style.

Conclusion

So as I'm sure you can tell by now I have quite a large vision for this fun commercial. What I always like to remind my creative partners of at this stage of the process is that we really are at step one of the filmmaking process.

We have a script we all love, we have a succinct vision we all desire, we have a comedian masterpiece and we now just have to come together and really hone the story, the action on this occasion until we end up creating a film that is beyond all of our expectations.

Thank you for your time, I look forward to hearing your thoughts.

Created By
Ahmed Alaa Eldeeb
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