COMMERCIAL CREATIVE / DIRECTOR TREATMENT / PRESENTATION DESIGN
NBA × American Express: concept, narrative and design for a commercial director treatment
I helped translate a commercial creative brief into a director treatment with a clear concept, point of view and visual language. The work sat at the intersection of storytelling, persuasive presentation and practical creative direction.
01
Turning a commercial brief into a convincing director treatment
A treatment has to communicate more than attractive images. It needs to convince decision-makers that the creative team understands the brief and has a distinctive, coherent way to execute it.
02
Creative concept, narrative and presentation design
I developed treatment structure, narrative flow, typography, layout, imagery selection and visual presentation to make the creative direction concrete and persuasive.
03
A commercial treatment for a competitive pitch
A treatment associated with winning commercial creative work, as documented in my portfolio. My contribution was the treatment/story/presentation work.
04
Persuasive storytelling depends on deliberate choices
Good creative strategy is visible in the quality of the choices, not the quantity of pages.