Music Video vs. Commercial Treatments

Crafting a director's treatments requires a nuanced understanding of the pitch process. While both music video and commercial treatments share some commonality, the approach to each is distinctly different.

Creative Freedom

One of the primary differences between music video and commercial treatments is the level of creative freedom involved. In music videos, directors often act as creative directors, guiding the artist, conceptualizing ideas from scratch, and contributing significantly to the overall vision. This role allows for more artistic liberty, enabling directors to push boundaries and experiment with bold visuals and abstract concepts. Conversely, in commercial treatments, the director’s role is more aligned with problem-solving within an existing brand voice. The creative direction and campaign concept has been mulled over for months with the ad agency creative team. The director’s role is to elevate and execute the idea in a way that aligns with the brand’s identity while taking it to another level.

Storytelling and Narrative Structure

The narrative structure of music videos versus commercials also differs significantly. Music videos allow for non-linear storytelling, embracing unstructured and abstract narratives that aim to evoke a particular tone or emotion. The focus is on creating an artistic and emotional experience that resonates, rather than leading the audience to a specific CTA. In contrast, commercials are more “see-say,” with a straightforward narrative designed to build up to a clear CTA. The storytelling in commercials is concise and focused, aiming to communicate the product’s benefits or the brand’s message within a limited timeframe.

Visual Style and Risk-Taking

The visual style of music video treatments tends to be more diverse and experimental. Directors have the freedom to be artful, dramatic, irreverent, and bold, pushing creative boundaries to create a unique visual experience. This creative latitude in commercials more confined and direct, risk-averse, depending on the client of course. The need to align with brand guidelines and the scrutiny of multiple “cooks in the kitchen” can limit the extent of visual experimentation in commercials.

Engagement and Purpose

The engagement and purpose of music videos and commercials are inherently different. Music videos aim to entertain, evoke emotions, and resonate with fans. The purpose is often to amplify the artist’s voice and brand. In contrast, commercials aim to drive action, purchase a product, increase brand awareness, or promote a campaign. The engagement is broader and more inclusive, designed to appeal to a wider demographic and achieve clear marketing objectives.

Collaboration Dynamics

The collaborative process in creating treatments varies between music videos and commercials. Working with an artist on a music video involves building a sensitive and personal relationship, as you are helping to tell their story or visually represent their song. It requires a deep understanding of the artist’s vision and emotional investment. In commercials, collaboration with creative directors and brand teams is more about enhancing their existing ideas. It’s a shared effort focused on amplifying the brand message and ensuring the final product is engaging.

As a filmmaker and director looking to master your pitch process, this gives you the broad strokes of how to tailor your treatments whatever path you are leaning in - music videos and commercials, or both.