Art direction

Member lesson

Presenting a look before it exists

Lesson 8 of 12 in Art direction.

Lesson

Clients approve words and then dislike pictures, which is costly and almost entirely avoidable. A treatment shows them the pictures first, at a stage where changing them costs nothing.

An ink drawing of a client leaning over six loose treatment pages on a table, pointing at a rough picture of window light while the art director watches.
A short treatment lets the client agree the light before anything is shot.
Member

The rest of this is for members.

You have read the opening of this lesson. The rest of it comes with a membership.

One membership covers all four courses and Brands.

  • All lessons in the four Learn courses
  • All brand breakdowns in the Brands section
  • All quizzes, flashcards and crosswords
  • An AI teacher on every lesson, for up to 60 questions a day
  • All course material published during the membership

Price

Membership is from $12 a month on the Yearly plan, which is charged at $144 once a year. Lifetime access is $59, paid once.Membership is from ₹200 a month on the Yearly plan, which is charged at ₹2,400 + GST once a year. Lifetime access is ₹3,999 + GST, paid once.

Check what stuck

Members only

You can't take this check yet.

Members answer these 3 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    Which of these words means this? “A document showing how the work will look and feel before it is made.”

    • House style trap
    • Treatment
    • Non sequitur
    • Over-promise
  2. Question 2, locked

    Which of these words means this? “Images made to show the intent. Now cheap, and therefore expected.”

    • Single-mindedness
    • Previsualisation
    • Actionable note
    • Copywriter
  3. Question 3, locked

    Which of these words means this? “A rough drawn layout. Still the fastest way to show a composition.”

    • Copywriter
    • Scamp
    • Trust
    • Clock

Elsewhere in the library

Hear about new courses.

Leave an email and we will tell you when something new lands. We do not write often.