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THE
TREATMENT
OF STORY.
-Strictly Confidential-
-Strictly Confidential-
-Strictly Confidential-
-Strictly Confidential-
-Strictly Confidential-
-Strictly Confidential-
-Strictly Confidential-
-Strictly Confidential-
I don’t think screenplay writing is the same as actual writing.
I think it’s blueprinting.
Robert A...
-Strictly Confidential-
TOOLS OF THE SCREENWRITER
-Strictly Confidential-
Inciting Incident

Theme

Story beats

Controlling...
-Strictly Confidential-
Creative ExecutionStrategy
Time
Understanding
Motivation
Money
-Strictly Confidential-
Creative ExecutionStrategy
story structure by
“F--- sneakers, let’s make speakers.” Jimmy Iovine an...
-Strictly Confidential-
You can’t fix a bad script after you start shooting. The problems
on the page only get bigger as the...
-Strictly Confidential-
TOOLS OF THE SCREENWRITER
-Strictly Confidential-
Inciting Incident

Theme

Story beats

Controlling...
-Strictly Confidential-
TOOLS OF THE SCREENWRITER
-Strictly Confidential-
Inciting Incident

Theme

Story beats

Controlling...
-Strictly Confidential-
STORY
STRUCTURE
story structure by
“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre t...
-Strictly Confidential-
STORY
STRUCTURE
story structure by
“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre t...
-Strictly Confidential-
INCITING INCIDENT
-Strictly Confidential-
-Strictly Confidential-
-Strictly Confidential-
-Strictly Confidential-
-Strictly Confidential-
-Strictly Confidential-
-Strictly Confidential-
STORY
STRUCTURE
story structure by
“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre t...
-Strictly Confidential-
CONTROLLING IDEA
-Strictly Confidential-

Our mission is to be our customers’ favorite place and
way to eat and drink. We’re dedicated to be...
-Strictly Confidential-
-Strictly Confidential-

A controlling idea describes how and why life
undergoes change from one condition of
existence at ...
-Strictly Confidential-

Justice triumphs because the protagonist is more
violent than the criminals.
	
DIRTY HARRY

Justic...
-Strictly Confidential-

A controlling idea describes how and why a
customer’s life undergoes positive change
from one cond...
-Strictly Confidential-

People deserve fast food that is simple, natural and
delicious.
	
IN N OUT

City travel is empower...
-Strictly Confidential-
STORY
STRUCTURE
story structure by
“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre t...
-Strictly Confidential-
GENRE
-Strictly Confidential-
-Strictly Confidential-
ACCESSIBLE INNOVATION
Truly game-changing technology
present, but not felt; simplicity
leads. 
C O ...
-Strictly Confidential-
FUNCTIONAL VALUE
An existing experience vastly
improved; productivity and
efficiency reign. 
C O N V...
-Strictly Confidential-
TRIBAL STRENGTH
Experiences outweigh features;
the group IS the product. 
C O N V E N T I O N
-Strictly Confidential-
TECHNICAL EXCELLENCE
Technology embraced in a way
that builds value and trust;
expertise is king. 
...
-Strictly Confidential-
SELF-EXPRESSION
Breakthrough technology still
very present, but design and
image are the drivers. 
...
-Strictly Confidential-
BUSINESS ENABLER
The engine under a business’s
hood, it’s all about return and
results. 
C O N V E ...
-Strictly Confidential-
PURE ESCAPISM
No utility attempted here, this is
all about entertainment and relief
from the real w...
-Strictly Confidential-
ACCESSIBLE INNOVATION Simplicity leads.
C O N V E N T I O N
FUNCTIONAL VALUE
TRIBAL STRENGTH
TECHNI...
-Strictly Confidential-
STORY
STRUCTURE
story structure by
“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre t...
-Strictly Confidential-
CHARACTERISTICS
-Strictly Confidential-
-Strictly Confidential-
-Strictly Confidential-
-Strictly Confidential-
-Strictly Confidential-
-Strictly Confidential-
STORY
STRUCTURE
story structure by
“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre t...
-Strictly Confidential-
story structure by
“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of
Character...
THE END.
www.treatmentofstory.com
clay@treatmentofstory.com
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01 sv brand forum 101116

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Clay Hausmann's Treatment of Story presentation shown at the Silicon Valley Brand Forum at Adobe, 10/11/16

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01 sv brand forum 101116

  1. 1. THE TREATMENT OF STORY.
  2. 2. -Strictly Confidential-
  3. 3. -Strictly Confidential-
  4. 4. -Strictly Confidential-
  5. 5. -Strictly Confidential-
  6. 6. -Strictly Confidential-
  7. 7. -Strictly Confidential-
  8. 8. -Strictly Confidential-
  9. 9. -Strictly Confidential- I don’t think screenplay writing is the same as actual writing. I think it’s blueprinting. Robert Altman
  10. 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
  11. 11. -Strictly Confidential- Creative ExecutionStrategy Time Understanding Motivation Money
  12. 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. 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. 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. 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. 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. 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
  18. 18. -Strictly Confidential- INCITING INCIDENT
  19. 19. -Strictly Confidential-
  20. 20. -Strictly Confidential-
  21. 21. -Strictly Confidential-
  22. 22. -Strictly Confidential-
  23. 23. -Strictly Confidential-
  24. 24. -Strictly Confidential-
  25. 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
  26. 26. -Strictly Confidential- CONTROLLING IDEA
  27. 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
  28. 28. -Strictly Confidential-
  29. 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. 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. 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. 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. 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
  34. 34. -Strictly Confidential- GENRE
  35. 35. -Strictly Confidential-
  36. 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. 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. 38. -Strictly Confidential- TRIBAL STRENGTH Experiences outweigh features; the group IS the product. C O N V E N T I O N
  39. 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. 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. 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. 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. 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. 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
  45. 45. -Strictly Confidential- CHARACTERISTICS
  46. 46. -Strictly Confidential-
  47. 47. -Strictly Confidential-
  48. 48. -Strictly Confidential-
  49. 49. -Strictly Confidential-
  50. 50. -Strictly Confidential-
  51. 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. 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!
  53. 53. THE END. www.treatmentofstory.com clay@treatmentofstory.com

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