Nestle 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 new trends of this century and makes our audience enjoy a lot!

Overall Approach

This copy might seem straight forward and simple while it actually has a lot of hidden layers that I want to stress upon. The first thing that will play a great role in this film are the CHARACTERS! These are the ones who will either make it or break it in such films.

I intend to stylize the characters a lot and focus on the artistic look of the visuals of each copy. We will portray them in a geeky, yet funny way that will make the audience remember the copy through their characters more than anything else! Especially with the slow-motion in the first part, this will give more time to spot the details of the cast and art direction in this copy. This will also create a sort of contrast between the very stylized, about to be 'irritating' part at the beginning and the final consumption and demo shots that will make the audience crave the product.

Storyline

We start with a young skinny lady sitting in an outdoor restaurant with her small dog and her table is empty with a tiny plate that has a very small amount of food in it. She turns to the camera to give a look of a dissatisfied customer and calls for the waiter. We cut to see her texting her friend on the phone saying she would not eat and drink.

Afterwards we cut to see an old creepy and chubby lady playing with a child's cheeks and the kid is very disturbed by it and we have a POV shot of the kid's view that poses the lady as humongous.

We end with the last sequence of a father putting his child on his back and going around the house and kid cheering and hitting his dad with a stick on his back like a donkey.

We cut to see the demo shot that will reveal the story of chocolate and caramel briefly by cutting the pieces and arranging them then seeing the sauce of both flavors filling the bowls.

Finally we end with consumption shot of a woman taking the last spoon while making sure she took each bit of the pack, a man with his fingers rolling around the cup and tasting the last bits and finally a kid with his face all filled with chocolate all around and we take the final reactions of these characters embarrassed from their act.

Look & Feel

This film has a very special mood that I believe we should make consistent throughout the three stories that we have here so that the viewer can automatically after watching the first story relate the other two to Nestle's new ad. This will be achieved by creative a certain era and look for each story as I emplaning to do. A look for each character with a very stylized look and art direction to it.

Cast & Wardrobe

As I mentioned above, the casting IS the hero in this copy! They will be all very stylized, easily remembered as for their unique looks and most importantly they must match the nature of the script we are about to do.

Camera Movement & Technique

In this copy we will use static camera with cuts to wrap up the situation in a humorous manner and with a normal slow motion speed 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 character's behavior. 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 to long that we lose the pace of the script.

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 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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