Directorial concept and treatment, presentation.
One of my disciplines is the creation of directorial treatments. Once a director (in this case Pamela Hansen) and I agree on a concept, I write the copy that expresses the creative intention, and hopefully demonstrates a clear and thorough understanding of the brand and the desired creative outcome. My extensive brand experience becomes advantageous, not just visually but verbally as well. Of course no story is complete without gorgeous visuals- here I conveyed the chic modernity of the Jergen's Natural Glow customer- utilizing elements of modernity and palette to telegraph the visual tone of the spots.