how to create a visual lookbook, creative brief, pitch deck, or treatment
in this article, we’ll go step by step into how to create a visual lookbook and if you read to the end, you can find a free customizable template to download and use for your next creative project! if you want to read the earlier installments of this series, click here:
https://www.jkyhcbll.com/blog/whatisalookbook
https://www.jkyhcbll.com/blog/elementsofalookbook
the first step to creating a visual lookbook, pitch deck, treatment, and/or creative brief is to have an idea or concept that you want to execute.
once you have your concept you want to take some time to brain dump all of your ideas into a document. this is the phase when you want to think BIG. how can you make this the most amazing thing ever? what is your big idea? don’t limit yourself worrying about budget constraints. be realistic yes but dream big, because you never know how things will fall into place.
let’s say we’ve been booked to direct a short film for a music video. the first step is to listen to the song the video is for and write down all the ideas that come to mind while listening to the song. what’s the concept and how can you make it as amazing as it can be?
let’s say we decide on a western concept for the video. we want it to take place in a saloon and there is a fight between to men over the leading lady of the music video. we’ll continue to build upon this idea while creating the lookbook as we gather visual references, wardrobe choices, possible actors, etc.
quick sidebar: when creating your lookbook it isn’t necessarily necessary but you should do your best to ensure that the aesthetic and presentation of your lookbook align with the aesthetic and concept of the project you are working on. i understand we’re not all the best graphic designers but the least you can do work within the same color palette and not veer too far away from the theme of the project. since we decided to have a western concept video, i would make the lookbook fit within that theme by using fonts that are “old timey”, textures that have that american frontier feel to is and overall just make sure that there aren’t any discrepancies between the lookbook presentation and the overall concept of the project. if there are, you’ll waste time in meetings answering questions and clarifying confusion. so, do your best to keep things all on one accord!
the next step is to start gathering visual references for your project.
when you are searching for your visual references, you want to be as organized and detailed as possible. create a folder for the project and then within that create a folder called visual references. you’ll want to create folders within your project folder for all the different elements of the project. there should be a folder for paperwork/documents, budget, screenplays, treatment drafts, research and more.
in your visual references folder, you want to create subfolders for each category you are gathering for such as wardrobe, make-up, location, props, vehicles, color palettes, lighting, cast, etc. this way when you begin creating your lookbook you can easily find everything you need.
want to know where to find visual references for projects? you can read the article we wrote on it here:
https://www.jkyhcbll.com/blog/findingvisualreferences
but to name a few places, pinterest, google, tumblr, shot deck, film grab, local libraries, book-stores, digital archives, and physical archiving are a few places you can find visual references for your projects.
the final step is to actually create the lookbook
once you have gathered all of your visual references you can begin creating your deck. you will use and revise the copy you wrote in your idea brain dump and implement that into the deck to assist the visuals in articulating your vision and vice versa. the visuals and the words should work together seamlessly. if a page is getting too wordy, create another page or try to find a visual reference that can articulate that. remember, a picture is worth 1000 words. :)
the process of creating a deck is one of trial and error. the further along you go, the more comfortable you will be with creating your visual blueprint and you’ll be revising and adjusting until you have fully captured your creative vision.
don’t be afraid if the deck itself doesn’t look “pretty”. just as long as the person reviewing it gets exactly what you are trying to say, your mission has been accomplished.
now that you know how to create a lookbook, download the free lookbook template and take all your creative projects to the next level!
if you want to know what elements should be in your lookbook, i’ve listed them below and you read the full article here:
https://www.jkyhcbll.com/blog/elementsofalookbook
the music video treatment and lookbook example
download jakiyah cabell’s mock music video treatment for speechless by beyoncé!
