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Los Silva

A TASTE OF ITALY

Directors Treatment

HELLO.

It would be hard to think of Italy without coffee - in fact the


first Europeancoffeehouse was opened in Venice in 1645.
With its romantic flavor and exquisite taste, The City of
Water is a perfect stage for Barista Prima Coffeehouse. We
would love the opportunity to communicate the essence and
taste of Italy inside every Italian Roast K-Cup.
The experience of watching this spot should be both comedic
and alluring, reflecting the character and personality of
Francesco Sanopo. With his lightness, charm, and mastery
of all things coffee, he will serve as the viewers authentic
tour guide into his world of Caffe Italia.
Your concept and outline presented us a strong framework
to work with, and from that we built upon the main elements
for what we feel is a creative spin on a simple idea. Fusing
Barista Prima with the beauty and splendor of Italy, all a
person has to do is take one sip of the delicious brew and its
like theyve been teleported to Venice.

OVERVIEW

Our goal here is to present the viewer with a unique view of Venice, and we do this by
transporting coffee drinkers from their kitchen & neighborhood coffeehouse to Francescos
dream coffee shop, a place where art & coffee are created as one. Introducing him as
world class Barista Champion, Francesco invites us with open arms into his Academia De
Caff, a kind of modern take on the Italian guild schools where baristas & coffee artisans
can become masters like him. Rather than simply intercutting the still photographs with
Francescos monologue, we have made the landmark photos an integral part of the story.

We think the best method for shooting is for the action to unfold and allow the camera
its sneak peak into a world that is both familiar and new. Well get into the particulars of
each transitional piece below, the point is that since the physical location will not be set
in Italy, we can use every trick in our arsenal to make the illusion thoroughly spectacular.
Your script is solid and our arsenal is pretty extensive (were just saying), so thats a pretty
good start.

TONE & LOOK

This will feel authentic and fantastic all in the same breath as if the line of what is real and
what is designed has been blurred. The exterior architecture of our Caf has to resemble
both the uniqueness of Venetian buildings as well as their beautiful decay. Through brilliant
art direction and with some awesome props, we can successfully sell the authenticity of
our geographical location while heightening certain elements if we choose to.

effect. In post we also have the option of applying different color tones to the piece (such
as an antique sepia look) to enhance the look and feel of coastal Europe.

Each of the stills Francesco presents he does so in a unique and creative way that lets us
know his talent is not exclusive to coffee. The viewers will like him instantly and respect
his craft, always feeling like they are in the hands of a true master. There is an Italian
The sets inside the Caf will be designed to enhance the metaphors Francesco makes expression we love Anche locchio vuole la sua parte which translates to The eye also
between Venice & Italian Roast Coffee. Using both practical light sources and stylized wants its due. Barista Prima & Francesco Sanopo not only fulfill the viewers thirst for
lighting, we can shift and control the mood of each transitional piece for optimal dramatic quality coffee, but their creative eye as well.

A TASTE OF ITALY

This spot captures the inner workings of Francescos Venetian Coffeehouse. Here he
brews coffee beans, experiments, plays, and creates glorious works of art inspired by
the thing he loves mostItalian Coffee. We imagine that Francesco has picked up the art
of still photography and has spent the previous day taking amazing shots of the city of
Venice. Itd be great to really play on this idea and make it as much a part of the storyline
as possible, justifying the use of the stills and taking full advantage of their beauty.

to the wide shot we reveal the old-world style Caf basking in the warm coastal sunlight.
A good way to sell the authenticity would be to have Italian pedestrians and gondoliers
walk past the Caf, adding to the citys look and feel. As the camera smoothly approaches
the Caf, it glides through an open window where we see Francesco seated at one of the
shops tables. Once inside, a barista delivers a steaming cup of coffee to his teacher and
master. On the table next to the coffee cup are two distinct objects we will often see. The
first is a handcrafted dish, perhaps Venetian glass, holding several Italian Roast K-Cup
We open with a close shot of the Cafs wooden sign; maybe a painters easel with a Packs, and an Old Fashion Still Camera. As the steam from the coffee rises and hits the
painting of a map of Italy - the island of Sicily replaced with an espresso cup. When we cut sunlight, Francesco begins his monologue.


SANAPO

SANAPO
I AM FRANCESCO SANAPO, ITALIAN BARISTA CHAMPION. LET ME TELL YOU ABOUT
COINCIDENCE?
MY FAVORITE NEW COFFEE: BARISTA PRIMA COFFEEHOUSEITALIAN ROAST.
The transition cuts to a still of the real Campanile, communicating how his love of coffee
When Francesco delivers the line comparing the dark flavor of Italian Roast to the Grand inspires his art and vice versa. The tower can resemble the Campanile exactly or be a
Canal At Sunset, we cut to the kitchen that has been converted into a Photography tower of K-Cups on some sort of rack, or could even stand next to a framed still of the
Darkroom. Red lighting illuminates the row of baristas who develop prints in the liquid Campanile for a side-by-side comparison. Whatever the design, the point is to indelibly
solution bath. As camera dollies past them we see sacks of coffee beans overflow in the link Italian Roast with the feeling one gets when standing in front (or photographing) the
background and espresso machines glistening a cool red shine. The idea is to build upon Campanile.
the Caf and create a unique world of both art and coffee. Francesco pulls a print off the
line and reveals to the viewer a black & white photograph of the Grand Canal - camera
SANAPO
holds on the photo and it transitions to rich color exposing the warmth of the canal at
I DONT THINK SO.
sunset.
We return to Francesco in his original seat facing the Cafs large window with the steaming

SANAPO
cup of coffee in front of him.
EVERY TASTE IS AS VIBRANT AS THE PIAZZA SAN MARCO.

SANAPO
For the second transition, Francesco casually takes a sip of coffee while in the background THATS WHAT YOU CAN EXPECT FROM BARISTA PRIMA COFFEEHOUSE.
his baristas are busy hanging a large blown up print of the Piazza San Marco. The baristas
can stand on latters and can appear to be struggling with the large print (framed or not) Cut to an exterior shot of the Caf where the final titles are superimposed.
and it may be funny for Francesco to make a comment like a little more to the left.
TITLE: DEEP, DARK K-CUP VARIETIES. INSPIRED BY THE COFFEE HOUSES OF
CUT BACK TO THE CAF:
EUROPE
FRANCESCO HOLDS UP A TOWER OF K-CUP PACKS.

TITLE: BARISTA PRIMA COFFEEHOUSE LOGO. BREW LIKE A BARISTA.

For the reference of the Campanile we see Francesco framing up a shot using an antique
camera from the beginning of the century, the kind with the hood and flash that smokes,
mounted on a wooden tripod. He takes a picture of a replica of the Campanile made out
of K-Cup Packs.

By utilizing different sections and components of a Caf, and with amazing Production
Design, we feel we can reach a level of art worthy of the Venetians blessings. The events
taking place and transitions are interesting enough that we dont need special effects to
express the idea of the spot. Keeping it simple yet with an elegant style, we believe this
spot can really turn viewers onto Italian Roast
K-Cup Packs.

MUSIC & SOUND DESIGN


This can have an awesome soundtrack that varies and changes frequently in conjunction
with the transitions and subtle changes of the story. For example we can begin with Italian
Music or a Gondolier singing, later use Foley for transitions such as a camera flash or
the bells of the campanile, and end with the natural ambience of Venice along the water.
In 30 seconds we can show Venice in numerous ways and through sound also enhance

the viewers trip, so that it feels like they were really there. Happily, we can experiment
with this in post to our hearts content and as we have mentioned, we would like to be
intimately involved with the postproduction process so that you can rest assure the vision
reaches its maximum potential. Now how does that sound?

THANKS

This spot makes us smile, which equals effective advertising. Transporting to a foreign
place for a domestic product really brings the authenticity of Italy home for the viewer.
Combining a great idea with a clever way of displaying the stills, and our experience in
elegant photography, and were bound to make a spot that will do great on the web,
worthy of broadcast TV. Lets talk soon and continue to figure out how to make this as
great as we all know it can be.
Yours Respectfully,
Michael Chung & Los Silva.