Short stories

The science of storytelling

Clay Hausmann

Chief Marketing Officer, Aktana;

Principal, treatment

@clayhausmann

@newscred

THETREATMENTOF STORY.

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- S t r i c t l y C o n f i d e n t i a l -

- S t r i c t l y C o n f i d e n t i a l -

HOW WAS YOUR TRIP?

Air Travel

Accommodations

Dining

Activities

FamilyMemories

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Creative ExecutionStrategy

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- S t r i c t l y C o n f i d e n t i a l -

Creative ExecutionStrategy

story structure by

“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of

Characteristics

GenreMajor: Self-Expression

Controlling ideaMusic is best enjoyed when it arrives exactly as the artist intended.

Inciting Incident

Minor: Technical Excellence

treatment. • www.treatmentofstory.com • clay@treatmentofstory.com

Minor: Tribal Strength

Investment in design

Prestige through price

Dr. Dre

Thump the bass

- S t r i c t l y C o n f i d e n t i a l -

TOOLS OF THE SCREENWRITER

- S t r i c t l y C o n f i d e n t i a l -

Inciting Incident

Theme

Story beats

Controlling Idea

Act

Climax

Protagonist

Antagonist

Genre

Scene

Open ending

Tone

Premise

Character

Setting

Backstory

Closed ending

Conflict

Resolution

Synopsis

Logline

Look book

Treatment

Dialogue

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STORYSTRUCTURE

story structure by

“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of

Characteristics

GenreMajor: Self-Expression

Controlling ideaMusic is best enjoyed when it arrives exactly as the artist intended.

Inciting Incident

Minor: Technical Excellence

treatment. • www.treatmentofstory.com • clay@treatmentofstory.com

Minor: Tribal Strength

Investment in design

Prestige through price

Dr. Dre

Thump the bass

- S t r i c t l y C o n f i d e n t i a l -

INCITING INCIDENT

- S t r i c t l y C o n f i d e n t i a l -

- S t r i c t l y C o n f i d e n t i a l -

- S t r i c t l y C o n f i d e n t i a l -

STORYSTRUCTURE

story structure by

“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of

Characteristics

GenreMajor: Self-Expression

Controlling ideaMusic is best enjoyed when it arrives exactly as the artist intended.

Inciting Incident

Minor: Technical Excellence

treatment. • www.treatmentofstory.com • clay@treatmentofstory.com

Minor: Tribal Strength

Investment in design

Prestige through price

Dr. Dre

Thump the bass

- S t r i c t l y C o n f i d e n t i a l -

CONTROLLING IDEA

- S t r i c t l y C o n f i d e n t i a l -

Our mission is to be our customers’ favorite place and way to eat and drink. We’re dedicated to being a great place for our people to work; to being a strong, positive presence in your community; and to delivering the quality, service, cleanliness and value our customers have come to expect from the Golden Arches – a symbol that’s trusted around the world.

MISSION STATEMENT

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- S t r i c t l y C o n f i d e n t i a l -

A controlling idea describes how and why life undergoes change from one condition of existence at the beginning to another at the end.

IN FILM

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A controlling idea describes how and why acustomer’s life undergoes positive change from one condition of existence at the beginning (without your services) to another at the end (with them).

IN BUSINESS

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STORYSTRUCTURE

story structure by

“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of

Characteristics

GenreMajor: Self-Expression

Controlling ideaMusic is best enjoyed when it arrives exactly as the artist intended.

Inciting Incident

Minor: Technical Excellence

treatment. • www.treatmentofstory.com • clay@treatmentofstory.com

Minor: Tribal Strength

Investment in design

Prestige through price

Dr. Dre

Thump the bass

- S t r i c t l y C o n f i d e n t i a l -

GENRE

- S t r i c t l y C o n f i d e n t i a l -

- S t r i c t l y C o n f i d e n t i a l -

A C C E S S I B L E I N N O V A T I O N Simplicity leads.

C O N V E N T I O N

F U N C T I O N A L V A L U E

T R I B A L S T R E N G T H

T E C H N I C A L E X C E L L E N C E

S E L F - E X P R E S S I O N

B U S I N E S S E N A B L E R

P U R E E S C A P I S M

Productivity & efficiency reign.

The group IS the product.

Expertise is king.

Image and design are drivers.

Return and results.

Entertainment and relief from reality.

G E N R E

- S t r i c t l y C o n f i d e n t i a l -

STORYSTRUCTURE

story structure by

“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of

Characteristics

GenreMajor: Self-Expression

Controlling ideaMusic is best enjoyed when it arrives exactly as the artist intended.

Inciting Incident

Minor: Technical Excellence

treatment. • www.treatmentofstory.com • clay@treatmentofstory.com

Minor: Tribal Strength

Investment in design

Prestige through price

Dr. Dre

Thump the bass

- S t r i c t l y C o n f i d e n t i a l -

CHARACTERISTICS

- S t r i c t l y C o n f i d e n t i a l -

- S t r i c t l y C o n f i d e n t i a l -

- S t r i c t l y C o n f i d e n t i a l -

- S t r i c t l y C o n f i d e n t i a l -

- S t r i c t l y C o n f i d e n t i a l -

- S t r i c t l y C o n f i d e n t i a l -

STORYSTRUCTURE

story structure by

“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of

Characteristics

GenreMajor: Self-Expression

Controlling ideaMusic is best enjoyed when it arrives exactly as the artist intended.

Inciting Incident

Minor: Technical Excellence

treatment. • www.treatmentofstory.com • clay@treatmentofstory.com

Minor: Tribal Strength

Investment in design

Prestige through price

Dr. Dre

Thump the bass

- S t r i c t l y C o n f i d e n t i a l -

story structure by

“F--- sneakers, let’s make speakers.” Jimmy Iovine and Dr. Dre tire of

Characteristics

GenreMajor: Self-Expression

Controlling ideaMusic is best enjoyed when it arrives exactly as the artist intended.

Inciting Incident

Minor: Technical Excellence

treatment. • www.treatmentofstory.com • clay@treatmentofstory.com

Minor: Tribal Strength

Investment in design

Prestige through price

Dr. Dre

Thump the bass

motivation

clarity

context

differentiation

THE END.w w w . t r e a t m e n t o f s t o r y . c o mc l a y @ t r e a t m e n t o f s t o r y . c o m