The FULL Treatment: What to know when creating photo treatments for a creative team & why it matters

Tue 17th Oct, 2023 – 7:00pm–9:00pm

Posted by APA New York

This panel discussion will focus on the creative treatment created by commercial artists for the creative team during the bidding and hiring process.  We will explore what they are, why they are needed, how the treatments are used inside the agency workflow and do’s and don’ts.  Our panel will include an various members of creative teams to provide the inside scoop artists need to be aware of when approaching this process.

Moderated by Heidi Goverman 

Panel includes:  

Jana Jarosz, Creative Director | FCB Health 

Glenn Batkin, Creative Director | Art Director | Harrison Star

Patricia McKeon, Production Consultant | Integrated Producer

Daryn Henry, Creative Director | Creative Strategy Consultant

*This event will be held IN-PERSON at School of Visual Arts, 136 West 21st Street, NY

Doors open 6:30 panel starts7pm, 1 hour discussion with Q&A

***Seating is limited. Registration Required. ONE seat registration per person.

Panelist Bio:  Jana Jarosz is a hybrid creative thinker, maker, designer. Whether working to shift the boundaries of inclusivity, diversity, and cultural standards to build a brand with a social impact point of view across all platforms or creating content by hand and by pixel, Jana's working process celebrates the agility of design thinking applied to ideas, a disciplined curiosity, and the joyful spirit of endless innovation—from the post-it with the big idea to the social posts. After content creation hours, Jarosz spends her time sharing her creative expertise with students at CUNY’s City Tech, Manhattan’s only full-time night high school, and with creative-preneurs at the New Museum’s tech incubator, New Inc.

Panelist Bio: Glenn Batkin is an award-winning creative director in advertising, Glenn believes humans are wired for stories. Creative storytelling through photography can evoke emotions and generate strong personal connections to a brand, its objective, and its products. He is currently working in the healthcare space and has also created advertising for such brands as Pfizer, Novartis, Genentech, Bayer, IBM, DeBeers Diamonds, Gatorade, Aeropostale Clothing, The US Armed Forces, The American Heart Association, Barbados Tourism and Verizon Wireless. Glenn has worked with some of the world’s top commercial photographers to capture striking images for his clients.

Panelist Bio: Trish McKeon: A seasoned integrated producer, Trish nurtures strong partnerships with directors, photographers, animators and editors whom she trusts implicitly to execute a creative's vision on paper. Never tired and always inspired, Trish sets up productions for success by assembling a talented, creatively-focused team who work well together as partners to execute best-in-class work. A TV commercial producer at her core, she always strives to tell stories with whatever medium is required: art, photography, video, experiential, animation and has been art producing for 12 years now. She is currently working with health and wellness clients, and is also dabbling in Business Affairs and talent payments for an e-commerce agency. She has worked with clients at Pfizer, Novartis, Genentech, Otsuka, Vertex, Ocean Spray, Pizza Hut and Pepsi to name a few. Always evolving and diversifying her skill sets, Trish has been an agency production department leader twice, an integrated producer, a cost consultant, and has traveled the world for her productions including Canada, Spain, Portugal, Australia and South Africa. Trish enjoys talking with other industry creatives about creating great work together.

PanelistBio: Daryn Henry: Daryn’s prevailing endeavor is the concise visual conveyance of essential information. Originally from Wales, his audience-first, creativity-with-purpose philosophy has created award-winning campaigns for New York’s largest agencies. A creative director and veteran of healthcare brand launches including blockbusters Boniva, Brilinta and Tamiflu, his client roster has also included Charles Schwab, AT&T, CNN, Unisys and CBS. What fuels his creativity? Deep insights into audience needs and motivation, an objective north star, judgment-free ideation, smart risk-taking, and looking in places you’d never think would have answers. Daryn celebrates creative that’s brutally elegant in its simplicity, sticky in its memorability, directive in its mission, and has the kind of stopping power one cannot ignore. A regular on award juries, he’s been a guest lecturer for Parson’s BFA in photography. A passionate photographer himself, he fully embraces the power of storytelling that photography provides. With the revolutionary advent of generative AI, it’s more important than ever to provide collaborative ideation of unique concepts that have a point of differentiation. He resides in New Jersey, with his young family including 2 rescue labs.

Moderator Bio: Heidi Goverman began her tenure with Workbook in 2014 as the West Coast Regional Representative and is now Senior VP of Development and Client Relations.  At Workbook Heidi introduced the popular FaceTime (now ScreenTime) portfolio events, produces panel events as well as the Workbook webinars Where Are We Now series and Minding Your Own Business.
She started as the Director for APA Los Angeles where she fell in love with supporting commercial artists and anything to do with helping them market.  She is originally from North Salem, a super small town just north of NYC filled with apple orchards and horse farms. She moved to Los Angeles in 1993, fell in love with the weather and easily learned to live without snow.   Heidi is a talker but also a good listener who likes to solve problems and connect people. 




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