One of the most neglected tools in the videographer's tool kit is usually the video treatment, a document that defines the concept, summarizes the story and determines the creative approach of your video. A well-written video treatment takes the lightbulb glowing over your head and makes it visible to others. It's an important tool that can help you plan, generate interest and obtain funding for your video.

Treatments aren't just for the pros. A great video treatment can make the difference between having a Matterhorn of unfinished projects and unwatchable tapes or having a library of high-quality, compelling videos. If you care about the end result--tapes that people actually want to watch--you could use a treatment.

Whether videography is your profession, avocation or hobby, you can ignite your creativity, enjoy production more than ever and experience real satisfaction when you screen the final, sensational results. Read on to learn how video treatments work for you in every stage of production, and how to develop them effectively and professionally.
Anatomy of a video Treatment

To understand the concept of a video treatment, imagine that you're telling friends about a movie you've just seen. First, you'd probably mention the title and try to capture their interest by giving them the high concept. ("Have you seen Root of All Evil? It's about this 21st century cop who goes back in time ...") Then you'd probably start at the beginning and tell the story sequentially, elaborating on scenes that were especially exciting, funny or that moved you. You might finish with a line or image that dramatically sums up the movie's theme. Then (if your friends aren't angrily berating you for spoiling it for them), everyone has a good idea of what happens in the film. A video treatment is pretty much the same thing: it summarizes the concept and essential story elements, captures the emotion and pacing and defines the creative slant of the finished piece.

Your video treatment is the foundation of the video project, so spend time on it. Make it good. After all, if the video doesn't work on the page, it's probably destined for that media Matterhorn where a tape resides until someone scans it, shrugs, and uses it to tape the new episode of When Animals Attack.
Step One: Research

The first thing you'll need to do is gather some basic information. What's the theme or central message? Who is the audience? What's the purpose of the video? What's the desired outcome--what do you want the viewer to do, think or feel? What style has been successful with this particular audience in the past? What's new or different about this subject? What's the budget for the production? How long will the finished video be? Record your answers on a worksheet and keep these guidelines on hand as you write.
Step Two: The Concept

Use your research worksheet to create a "concept statement"--a very brief summary of the theme and purpose of the video. Here's an example: "Entering the Japanese marketplace is a potentially lucrative prospect for software developers. But, differences in business style, technical requirements, currency and language create barriers. In this 5-minute video Head East, we introduce AccessPro, an exciting, new resource for those seeking to expand and succeed in Asian markets." It's a simple statement of what--a program called AccessPro, who--for software developers, why--to overcome cultural barriers and succeed in foreign markets, and how--by viewing this 5-minute video explaining the program.

The concept statement is the core message of the video, as defined by you or agreed upon by you and your client. The core message doesn't change, but you can present it or "treat" it in many creative ways.