Genesis Motors - Secret Menu
Advertising Treatment
Role: Designer
AYR Treatment
What the heck is a treatment, anyway?
A treatment is the document that a director shows a prospective agency or client in order to “sell” their vision.
As a designer, there are two key steps to building a treatment:
- Visual research, in the form of snapping film stills, editing gifs and locating other material around the web.
- Putting together the imagery in a captivating format that reflects the copy and director’s personal style.
- Approval of all images and GIFs by the director and EP for use in the treatment (I use PicDrop for this)
- Publishing a document online, using InDesign (at this point, I am an InDesign wizard.)
These projects require a quick turnaround time! I only ever get two to three days to work on these, and the documents themselves are typically around 35-50 pages. So a lot of imagery is required, and constant communication between me and the director/EP is a must.
Because treatments contain sensitive IP from directors and their clients, I am only able to show you my work after I have latinzed the body copy. As such, I have selected my favourite pages from this treatment for you.
Enjoy!
“Secret Menu”
This was for an ad campaign with Genesis Motors. The idea was for a scavenger hunt to happen in Los Angeles, and players had the chance to win a Genesis coupe if they decoded the password/order from a hole-in-the-wall type of restaurant.
Our aim with this treatment was to create something fun, edgy, and uniquely playful.