TMS_Torchyn_Joris_Bacquet

TORCHYN

DIRECTOR'S TREATMENT
by Joris Bacquet

THE MARTINI SHOT PRESENTS

INTRO

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INTRO

Torchyn is a mix of spices that makes the process of cooking fun and easy. It spices up your meals but also your life.
We will bring this spicy energy into a rap music video to express originality, creativity and youth energy through freestyle choreographic movements, for example.
We will be a part of the making of a soup spiced up by Torchyn ingredients: garlic, carrots, parsley leaves, leek, onions, parsnips, celery, green onions, bell peppers, powdered tomatoes and spices like black pepper and turmeric.
We will follow a bunch of friends (probably 5-6 people) cooking together in a kind of rap music video style. We will have choreographic movements or at least synchronized and contributive movements as I will describe it later through this treatment.

Anyway let us talk less and let's begin to cook!

- With this commercial, I want to definitely speak to the youth who are considered as people eating only fast food and bad food. Let's show everyone that's not true!
- I will feature strong characters who will act like a bunch of friends cooking together in a crazy atmosphere into a kitchen. They are cooking all together or at least are part of the global energy and making of the meal thanks to Torchyn product.
- We are not showing a party but mostly bunch of friends playing like they are in a music video while they are cooking. The acting will not be based on rap cliché or parodical things (I hate that!)
- We will do it energetically with a real contemporary twist thanks to rap music song and attitudes to express cooking in a different way.
- Camera movements will be dynamic but not too much to not lose the storytelling part of it.

- We will use interesting and sometimes unconventional camera axis for this kind of commercial to feel that energy.
- We will use elements which we can find in Travis Scott, Post Malone or other music videos of big contenders "rap game".
- To emphasize this contemporary and edgy style, we will also play with graphic elements and create a commercial dedicated to the product but which is also including a specific mood aesthetically speaking and new point of view on the content. And to conclude, the demo part will be consider as a "playground",a laboratory where we will mix real live action shooting of saucepan or food stylism with graphic ingredients related to the real ingredients we can find into the Torchyn product.

SCRIPT

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SCRIPT

SHOT BY SHOT:

This shot by shot list is still a work in progress version. Few changes may appear later.

1

We introduce the commercial with a presentation shot from low angle. We start upside down and rotate the camera on itself while getting close to the soup saucepans.
Lighting is a backlight effect first and then becomes globally lit.
Some friends are looking towards the camera from low angle in a static attitude defying us.
2

Close-up shot on the main talent starting to rap facing the camera while shaking packs of herbs.
3

We see him behind the sauce pans while stiring the Torchyn. While moving some "Voxelized CGI" ingredients are falling into the soup for real.
Optional / 3b. We are in low angle as the sauce pan pov and see some ingredients coming towards us.
4

In close up we see some voxels ingredients diving into the soup in slow motion and really close up (like Lurpak reference). A glitch makes the transition to the next shot thanks to some words appearing on the global framing.
5

We are in medium shot and see some friends making gang sign and creating with hands 1 and 0 to symbolize the 10 ingredients (some laser light is writing same numbers on the other characters (like Travis Scott ref). Some small animated gif of "voxelized ingredients" are moving from bottom to top like emojis on social media during a facebook video for instance.
6

Another guy is handling money guns filled with Torchyn soup packs and make them rain in the air like money bills. Some voxels ingredients are getting out Torchyn packs. A pattern is appearing behind him make him disappear through a glitch effect and make appear another character in the same attitude with the money gun.
7

One pack of Torchyn herbs comes toward the camera and makes transition. we are discovering a graphic pattern made of cgi voxels elements turning on itself like pots, ladles put together creating a cross and some Torchyn packs of herbs.
Suddenly a giant vegetable enter the frame from the top and create transition with the next pattern.
8

This pattern will focus more on ingredients due to the lyrics. We see a kind of 8bit games where the goal is to bring inside the different pots some vegetables (like 4 different tetris gameplay). Suddenly pots are combining to one and becomes reel. Camera is zooming in at the same and we are back to the real kitchen set.
9

We are now back into the main kitchen. One guy is singing with a ladle instead a microphone and in the center of the frame two guys are stirring the soup accordingly to the soundtrack beats they are defying us. The other ones are playing drums by clapping ladles together. Some word supers appears on the top of it (probably "Torchyn soup"). We are zooming into one super word.
10

An insert shot showing in close up the forearms making a cross shape filled with vegetables tattoos.
11

We see now a guy facing us with some vegetables tattooed on his forearms and he's showing his closed fist to the camera. We can read on his fingers the word "love". He's holding on the other hand a pack of Torchyn spices.
12

We see some friends dancing synchronized way and suddenly dancing like a bugging effect (like "Les Twins" dancers style / boomerang effect but for real and not thanks to post) some 8 bit style thought bubbles are appearing over them with some specific comments on the Torchyn soup. Some voxels vegetables appear on the top of it and strobing suddenly in various colors.
13

One guy is holding the pack of herbs and camera is on board on it. The pack is shook and camera follow exactly the movement (so no blur on the pack but only the environment becomes blurry).
14

Demo product shot of TORCHYN soup in a bowl. We see some people dancing in the background with led light animated around. Suddenly a spoon is diving into the soup and the bowl disappear in dynamic movement.
15

The guy is holding the soup spoon and put it in his mouth sipping some (onboard camera). He then makes a big smile and we can see on his grill the TORCHYN word. Some ingredients are moving inside his eyes or on his sunglasses like casino machine game. The camera is turning on itself thanks to his hand slapping the camera on the right and make blurry transition onto the next shot.
16

We are now seeing friends taking a selfie video together and on the top of their faces we can see some vegetables head filter or TORCHYN packs tracked on their movement One is holding the money gun throwing voxels ingredients.. Camera is zooming out to see it from the smartphone holder pov with hashtags on the video inside the smartphone screen.
17

Tag TORCHYN.

I want to always keep the camera in motion

We will use steady cam for keeping it on the move and at the same time stabilized to not lose the global story of it. I also want to add dynamic thanks to onboard cameras to be really involved into the making and the use of Torchyn product. And finally dynamic camera axis to make it more interesting like music videos and more unusual axis for this kind of product commercials. We will sometimes play also with short lens shot to enlarge the scene and make it more dynamic aesthetically. As for now, I'm thinking also to use insert shot of slow motion attitudes of the main characters sometimes but it will depend on what the track rhythm will be and the global possibilities of editing it in the good way.

This film is targeting mostly the youngest. It needs to use what they are made of: Energy. That's the reason why, we will edit it in a more music video style without losing the product benefits and features. To be attractive, we need to play with the "youth generation codes". In order to emphasize the music video feeling, we will use dynamic transitions. Several takes of the same action/acting or playing with graphics to illustrate the creativity of Torchyn products users. The idea is to bring various styles and creative elements together in a dynamic way without losing the features and products benefits and mostly without being boring!

CHOREO

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CHOREO

I don't want to create a real choreographic part for all the commercial but I definitely need choreographer help to make it good. In my opinion, we need to make it look more "natural". That's the reason why I want to explore more "connected moments" between the bunch of friends than a proper perfect choreographic commercial.

You like your friends and choose them because there is something special between you, a connection. It can be a humoristic way of being or a same way of living or small connections that can be visible in the way of moving or speaking for example.
In my opinion, it will be more relevant of what people are and the way they're "acting" while cooking together. We need to consider them as a tribe not a boys band.

As the main example, I will quote French worldwide famous dancers now. They dance with Jay Z Beyonce, Madonna, Rihanna and other big names in music industry: Les twins (references to edit)

What makes them special in my opinion, are connections during few seconds they can share with the audience. Few moments when they're connected one to another. That's the kind of choreographic connections I want for this commercial instead of an all the time perfect choreographic musical comedy.

I like the idea that sometimes symbiotic movements can be done by all the cast crew and suddenly go back to freestyle moves.
Sometimes only two of them are perfectly synchronized on the track rhythm while the other are just enjoying this moment of life together.

DEMO PART

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DEMO PART

To not disconnect the demo part to the rest of the commercial, I suggest to keep the same ingredients than the global commercial: dynamic, mix of styles with graphic elements into real live shooting. Dynamic axis thanks to onboard camera when we put the Torchyn ingredients into the saucepan (like Lurpak onboard camera reference below)

I think using a food stylist is essential.Even if some elements will come from post side later on with graphic part. It's really important to me to have design and contemporary look but with imperfection in it.

Because it's supposed to be done by/for friends dinner and not from a gastronomic chef restaurant. It needs to be yummy and not too much look like an art piece.

KITCHEN

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KITCHEN

Depending on the final track, I think we can play with various lighting for the same location to accompany the global mood and rhythm of the soundtrack.

We will shoot everything into the same location: a kitchen. We will build it from scratch into a studio to control all elements and lit it in the good way. The kitchen set needs to be built around an open plan kitchen in order to move around and play with different axis and foreground and background. Friends are moving easily around it and not stuck behind it or reverse to us facing the wall. Few set building elements will be used as a background and few props can be put or lean around the main saucepan. We need to understand that we are in a kitchen but at the same time I don't want to show too much objects to not be focus on it and lose the main action and purpose of this commercial.

I definitely want to add lighting in this location as a real part of it and not lighting it from outside sources. We need to consider the kitchen a bit as a stage like music video are expressing location in a different way with LED lights on the top to add color or a more modern feeling.

LIGHTING

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LIGHTING

To create this contemporary / music video feeling, I think it's really important to bring LED light technology and maybe also laser light like my references below. Lighting needs to be adjustable and dynamic with strobing effect, or can let us write words on characters thanks to videoprojection / laser light effects.

We need to consider the kitchen as a stage or a common location becoming something new thanks to lighting effect.

Lighting is a significant part of what music videos are nowadays and probably even more for rap music video ones. Hazer smoke machine also to create an interesting light mood.

GRAPHICS

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GRAPHICS

To create our own kind of graphic style, we need to combine several existing styles. As our audience target will be the youngest ones, we need to be attractive not only on the content but also on the form. We need to talk to this "internet/social media grown up generation" through graphic elements they can understand in a glimpse. So, we will combine CG graphic ingredients becoming like 8 bits elements thanks to the "voxels" technic. This technic will allow us to define our ingredients in motion and on various axis during a falling movement for example.

Thanks to this technic, we can imagine dive into water or soup some tomatoes turning on itself and see it in motion and not only on one axis like 2D animation gif. Animated gif style will be better if used for the action or some choreographic part of the main characters like a repeat mode or "boomerang effect".

I also want to highlight some lyrics word that can be used as a super element to emphasize it but in a graphic way like references below.
We will also use glitch effects sometimes to make transitions between different actions for instance.It will help us to keep a red line, a continuity to several shots.

CASTING

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CASTING

In my opinion, we need to find people under 25 yo for sure but they need to look like independent people. We need to find strong characters to make it edgy and interesting like music video styles. Some of them can already have ear rings, tattoos, and other physical specificities. I don't want necessary beautiful people like models. They need to express what young generation is nowadays. They need to be eye catching, get some freckles, specific haircuts. And they definitely need to be dancers. Not dancing with friends during party but have some real dancing background like Krump, hip hop dance style, electro may be too. I want dancers to not have issue to work with choreographer and be able to do again and again same movements or understanding simple choreographic movement but also timing. I definitely to cast people from various origins and not only "pure" Ukrainian people. The world is only one race: the human kind not a color.

WARDROBE

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WARDROBE

IMPERFECTION IS ALWAYS THE TRUTH.

In my opinion, we need to be edgy to create something interesting. It needs to be a combination of streetwear, luxury brand sportswear elements may be, plastic fabrics, colorful elements, grills for teeth, sunglasses, beanies. Accessories will be really important because in my opinion it's what will help us to create living people and not characters who look build from scratch only for this commercial.

We will also create specific things like fake tattoos of ingredients or else. But they need also to look real and not perfect ones.

MUSIC

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MUSIC

based on

the Alyona Alyona track

we will adjust the lyrics to make our own version while keeping the same instrumental part (tbc). Choreographic moves and attitudes of the cast crew will depends on the track rhythm and energy.

THANK YOU FOR INVITING ME TO SHARE MY THOUGHTS.

By Joris Bacquet

on January, 2020