Treatment Note I wrote, referenced and designed for a renowned veteran ad film director

1. Preserving Precious Memories – Treatment Note by Director’s Name

2. FILM 1
STAMINA

3. Value & Meaning
Life is a beautiful ride that moves forward into the future and along the way picks up pieces of the past in form of beautiful and delicate memories.
This wonderful film is a tribute to memories of the past; a past filled with tenacity, determination and sheer hard work.The things you own today are
not merely objects, they are a reflection of the hard work that you put in to reach where you are today. State Farm Insurance is the custodian of
these treasures that hold these fabulous memories. It is a name that truly cares for all that matters, for all that adds meaning and purpose to life and
for all that enriches our existence.Things are never just things; they are intricately and inseparably interwoven with sentiments and emotions.
Our film talks about journey, a journey of life. It talks about the journey of none other than the great Virendra Sehwag who has lived through
numerous grand successes and now recollects them as he drives down the road or call it the memory lane. His memories are deeply entrenched in
everything he owns. Which is why, everything he owns must be protected and treasured. State Farm are the guardians of these possessions that
represent memorable events and people he met and loved along the way.

4. Story Flow
A car comes and stops at a traffic signal next to an open basketball court where little kids are passionately playing the game. We reveal that
Virendra Sehwag is inside this car. He notices the kids playing and appreciates their passion. Suddenly overcome by emotion, he takes a deep
breath and caresses the steering of his car; a car that represents the hard work of his past. As the camera focuses on his blistered hands, we cut to
his past, to the hands of a 7 year old boy practicing the swing of the bat inside a humble home. As he practices his batting position repeatedly
without tiring with a popular Bollywood song playing in the backdrop, he suddenly hears a loud horn.The sound snaps him out of his past and
brings him back to his present. Sehwag realizes that the car behind has honked to gain his attention.The traffic light has turned green. He puts up
his hand to apologize and drives.

5. Sehwag’s car enters a beautiful yard. In front of this yard stands a gorgeous house that we see in a wide shot.This grand car and the house together
symbolize the immense hard work that Sehwag put in as a young man to reach where he is today.The moment he gets off the car, a dog comes
running to him with a toy in its mouth. Sehwag pulls one end of the toy and a tug of war starts between them. He finally succeeds in pulling the toy
out of the dog’s mouth. He throws it up for the dog to catch it. As Sehwag’s eyes follow the toy that goes out of frame, what comes down is not
the toy, it’s a cricket ball.We have transitioned to Sehwag’s past. He is at a grey and gritty coaching gym practicing his batting in the middle of the
night. Sweat is rolling down his face and falling to the ground with a splash. He is egging himself on and sometimes reprimanding himself for playing
the wrong shot. We swiftly cut between various forms of his training; crunches, running, bat swinging, bowling, fielding and weights in the vein of
Nike and Adidas films (references attached). As he ties weights around his ankles to strengthen his ankles, he suddenly hears a dog bark. As we
transition back to the present, we see that the dog is tugging at his pants urging him to play on.

6. Sehwag enters his living room with grocery bags in his hands. As he is about to put them on the kitchen counter, his eyes fall on a framed photo on the
wall of the Indian team lifting the World Cup trophy. A smile spreads across his face.The ambience sounds turn into cricket commentary – “And this is
the moment we’ve all been waiting for! India has lifted the World Cup!” Here we can use some actual footage of Sehwag hitting shots and a wide shot of
the Indian team lifting the World Cup trophy to bring energy to the edit.These real moments will have a great impact and deeply resonate with the
audiences.
As Virendra’s eyes moisten at the memory of the most beautiful moment of his life, the voice over exudes.“While other insurance companies just see it
as stuff, State Farm sees the things you’ve worked the hardest for. So why not give it the protection it deserves.” The Supers read – Auto & Home
Insurance. Suddenly the grocery bags in his hand rip at the bottom and all the stuff inside spills out and carpets the ground beneath. Sehwag sniggers and
shakes his head. The voice over continues,“That’s why we’re here, to protect them.”
We cut to the State Farm logo.The voice over wraps it up,“State Farm. Here to help life go right.”

7. Look & Feel
Our film is about moments, memories and the complex
interweaving of the two that enriches both at once.
Keeping that in mind, we can give these memorable
moments a warm look that exudes a feeling of happiness
and contentment.The past may be grey and gritty but the
warmth of the perception gives it a wonderfully pleasant
spin. A breathing camera would make the film stylized
while also dynamic, real and impactful.
It’s a beautiful day when our film begins. Warm and
golden sunlight lends the drive an ethereal and evocative
feel.The backlight adds a divine glow to the setting and
flares dance around the car as it moves. In contrast, the
past would be somewhat monochromatic and de-
saturated in the natural palette of greys and blacks. The
floodlights are on, motivation is boundless and sound
echoes through this empty space. The colour coding
would make the past and present distinct while the
texture and the tonality would make this time transition
beautifully smooth and seamless. While the present is
golden and resplendent, the past is grey and glamorously
gritty like the beautiful Nike films that have again and
again left a mark in the commercial film world.This kind
of a treatment would represent his focus and hard work
that has led him to a present that is overwhelmingly
bright.

8. THE RIDE IN THE CAR ON
A WARM AND GLORIOUS
DAY

9. THE CAMERA ROMANCES THE
C A R . T H RO U G H T E N D E R
TOUCHES & CLOSE UPS, WE
ESTABLISH THE CHEMISTRY
BETWEEN THE CAR AND ITS
OWNER

10. THE PAST – GREY,
G R I T T Y Y E T
G L A M O R O U S
SHOWCASE OF HIS
H A R D W O R K &
DETERMINATION

11. We then proceed to Sehwag’s house. It’s a beautiful and
luxurious house built with great care and serious thought
put into it. He knows the worth of this house. His entire
childhood and youth has gone into creating a niche for
himself as gorgeous as this. In front of this house is a
beautiful yard full of creepers, blossoms, bushes and
shrubs that bring a feeling of cheer and peace to the
setting. Cane furniture, swings and perhaps a pond with a
fountain in the backdrop add a sense of restive lavishness
to the film.
The final space where the film unfolds is Sehwag’s lavish
house full of luxurious objects and gadgets. In order to
appeal to the diaspora abroad and their nostalgia for the
land they left behind, it makes sense to include a lot of
cultural symbolism in the film. Keeping that feeling in
mind, Sehwag’s open kitchen-living room will be a
wonderful combination of traditional and modern. Pastel
walls, earthy fabrics and furnishings with interesting
motifs that combine Indian and Western into the same
thread, modern lamps with ethnic touch will adorn the
corners and beautiful net curtains that filter the sunlight
will provide gorgeous texture to the surroundings.
Smoke from incense sticks, diya lamps, perhaps plantain
leaves and brass vessels in the backdrop would bring
back innumerable memories from the past.

12. A LAVISH & BEAUTIFUL HOUSE
ADORNED BY A YARD THAT
ADDS THE FRESHNESS OF
N A T U R E T O T H E
SURROUNDINGS

13. THE GORGEOUS, BRIGHT
& M O D E R N O P E N
KITCHEN LIVING ROOM

14. A SPRINKLE OF INDIAN CULTURAL
ELEMENTSTO EVOKE NOSTALGIA

15. Music & Sound Design
Our film is all about memories, moments and that very significant element that enriches our present; nostalgia. In a film such as this, it would make
sense to embroider the setting with cultural aspects that add to the nostalgic value of the film.Audio and sound are just as important to evoke
nostalgia and capture the beauty of the moment as any other element in a film. Keeping that in mind, one suggestion would be to use an evocative
voice over that through its prose and eloquence expresses the overall sentiment of the film.The voice over would enunciate the philosophical and
introspective journey that is life.We could create beautiful and visceral poetic lines to the mood of - “Main aur meri tanhayi aksar ye baatein karte
hain…” from a popular Bachchan song that reflect the introspective ruminations of a man in his solitude. Such magnificent poetry would resonate
with the audiences as they talk of the beautifully whimsical nature of life as a journey.
The film progresses from a nostalgic feel to a humorous feel when the bags rip open and things crash to the floor.The music would capture this
change in mood through instrumentation that changes from gentle melodious strings to a foot tapping rhythm that brings about the climax of the
film and does so on a high note.A film about a diaspora population that values both the modernity of western world and the merit of traditional
culture deserves a piece of music that is a wonderful mélange of western sounds and traditional instrumentation.

16. References
https://m.youtube.com/watch?v=GhjNroA-veo# (For general look, feel, mood & intensity)
https://m.youtube.com/watch?v=YYd6TuJsYWM# (For mood, look & intensity)
https://m.youtube.com/watch?v=LAclQydIV0c# (ForVO, Mood & passion)
https://m.youtube.com/watch?v=dOZxIpy6Gm4# (ForVO style & Sound design)
https://m.youtube.com/watch?v=_shug-k45Oo# (For Music,VO & Cutting between past and present)

17. FILM 2 – FAMILY CAR

18. In ‘Family car’, a car becomes a narrator that tells the story of a wonderful family and their chemistry across time. It talks of a journey of a
family.And what better metaphor than a car to give this journey wheels and momentum. Our film is about a simple family that enjoys the little
moments that make life the unparalleled treasure that it is.These moments, or call them life broken down into little measurable pieces, would
eventually become memories.When a car, an inextricable part of that life, becomes analogous with every beautiful moment lived and enjoyed
with loved ones, it stops being a mere object and becomes a family member. State Farm is the guardian of that family member that has become
home to the most wonderful memories of life.

19. Story Flow
Our position lock stop block film opens on a brand new car in front of a showroom. A newly married couple, evident from the woman’s chuda and
mehndi, are in an embrace as they hold the keys to their first car.
We match cut to the same car. A 4 year old girl and the mother are playing frisbee. A badly directed frisbee by the girl is about to hit the car but the
father dives in front of it and catches it, saving the car in the process.
We match cut to the car and see that it is parked next to a camping tent. Suddenly the car begins to get splattered by the unexpected rain drops.The
family rushes in with as much stuff as they can pack in their hands and shut the door with a slam.
We match cut to the car with a fender bender on it. We match cut to the State Farm agent looking at the damage.

20. Match cut to the sublimely colourful festival of Holi. We see families and friends playing with the colours and little by little, the
car gets carpeted in different coloured powders.
DRAPED IN THE COLOURS OF HOLI,
IN THE SPIRIT OF INDIA.

21. Match cut to the car as the colours get washed away by a hose. Possibly in a slightly wider shot this time, we see that the father and daughter are
washing the car.The mischievous daughter suddenly sprinkles water on her father.The dad startled at first aims the hose at her and a full fledged
family water fight breaks out.The voice over exudes,“While other insurance companies just see it as a car, we see all of memories you make with
it. So why not give it the protection it deserves.”
We end the film with the shot of just the car in front of the house.
Supers read – State Farm. statefarm.com/southasian | 888-594-0616

22. Character & Chemistry
While this fantastic film remains almost entirely focused
on the car in the picture, it innovatively captures the life
that revolves around it.The car is clearly a character here
that grows and ages like any person, that becomes richer
by the day through relationships and experiences and
that absorbs emotions, moments and memories that take
birth around it. The car becomes a character as time
passes because it becomes a symbol for the emotions
and moments experienced by the characters around it.
Our family seems almost incomplete without the car that
knows and understands them and their needs almost as
much as any friend would. It is always around to be a
part of their life, celebrations and struggles. When brand
new, it was a trophy, an accomplishment for our young
couple but now as the years have passed, it has become
a friend, an ally, a family member.
The young endearing couple who considered their first
car their accomplishment grow into young parents.Their
young daughter becomes an invaluable part of their lives
and every moment from hereon would be defined and
enriched by her presence. While the parents would be
played by the same actors, we see the daughter grow
through the film and we will have to cast perhaps 2
different girls for the same role; each time we must
ensure that the daughter shares the same kind of
chemistry with the parents so the dynamics do not
change. We can even have a pet dog to complete this
cheerful, happy and effervescent family. The dog would
add flavour, fun, vivacity and humour to the lovely and
warm family moments and make these moments even
more memorable.

23. THE WONDERFUL FAMILY
& T H E I N C R E D I B L E
C H E M I S T RY AC R O S S
YEARS

24. Look & Feel
Our film unfolds around a car that lives and breathes the
emotions and sentiments of a family to which it has been
a loyal friend. As we match cut from the car on one day
to the same car on another, we see life revolve around it,
sometimes as the family directly interacts with it but
sometimes just through reflections and indirect
connection.When the family rides it or washes it, there is
a clear relationship between the car and the family but
when they play around it or unintentionally paint it in
Holi colours, we see the car absorbing the memories of
the family it loves. The focus always remains on the car
that in a way becomes the narrator of their lives.
Sometimes it is a beautiful day with gorgeous morning
sunlight streaming in and enveloping the car in its
ethereal glory. Sometimes it’s night and the moon shines
down on it together with the warm street lights that
lend a sheen to the body of the car. One culturally rich
and colourful moment in the film is the festival of Holi.
While one doesn’t see the elaborate celebrations that
usually unfold, one enjoys the festivities from the
perspective of the car through the flying colours, the
cheers and the reflection of the celebrations.

25. LIFE THAT UNFOLDS
AROUND THE CAR FROM
I T S P E R S P E C T I V E –
G L O D E N S U N L I G H T,
COLOURS & REFLECTIONS

26. SIZZLING FIRE, COLOURFUL LIGHTS &THE NIGHT REFLECTED INTHE CAR

27. Music & Sound Design
With crisp editing and sound design, this film would do wonders. By cutting quickly between sound snippets, ambience sounds and natural diegetic
sounds relevant to the sequence, we can leave a deep impact and create a magnificent rhythm for the film.The crackling of the fire, the splatter of
the rain, the song and dance of the Holi, the swooshing of the frisbee, the giggles and the laughter are some of the sounds that would resonate for
a long time due to the collective impact of the sound design.

28. References
https://youtu.be/n2CCz4x2xGE (For sound design)
https://youtu.be/v_ctfnjCtGU (For family vibe for car)
https://youtu.be/6XCFfMKZa6M (Agency Reference for Stop block style)

29. It would be an absolute honour to be associated with a film that
appreciates the value of little moments and memories that add meaning
and purpose to life. Life is an introspective and beautiful journey made
up of many moments and memories and that is what I would like
mirrored in every scene of these wonderful films. Any film that pays
tribute to life itself cannot do without characters and performances.
While the first film features Virendra Sehwag who brings with him great
charisma and charm, the second film would depend on wonderful
actors and their nuanced acting. I will ensure that I cast people who are
not just great actors but also share a wonderful chemistry so they look
like a real family with a shared past.
These films are also all about rhythm, pace and editing and through
interesting cuts between moments, whether it is the Sehwag film or the
latter, I hope to capture the visceral quality of life. I look forward to
working with you on these wonderful films!
Thank you!