In recent years, there has been a noticeable shift in the way treatments are put together. More and more, agencies and clients expect to see movement rather than just static images.

The idea behind this trend is clear: motion makes a treatment feel more alive, helping to convey pacing, energy, and directorial intent. But does that mean every treatment should be filled with moving visuals? Not necessarily.

A treatment should always be a carefully curated storytelling tool, not just a collection of trendy visuals. Every image or element included must serve a purpose, reinforcing the tone, emotion, and style of the proposed project.

This is where the decision between GIFs, still photography, and film frames becomes critical. Knowing when to use each—and when not to—can elevate a treatment from something generic to something that feels intentional, well-crafted, and truly representative of the director’s vision.

The Role of GIFs in a Treatment

Over the past five to six years, motion-based visuals have become an industry expectation, especially in treatments for high-energy commercials — such as those for brands like Nike, Porsche, and McDonald’s.

GIFs are particularly useful when a director wants to showcase camera movement, such as a whip pan, tracking shot, or handheld style. In cases where movement is a defining part of the film’s visual language, a still frame simply won’t capture the intended effect.

GIFs are also highly effective for demonstrating pacing and editing rhythms. If a commercial relies on quick cuts, fast zooms, or seamless transitions, a well-selected looping image can instantly communicate how these elements will be used.

Additionally, GIFs often work well on the cover page of a treatment, helping set an immediate tone—especially if the alternative is a still that lacks impact. However, GIFs should be used with restraint. Too many can overwhelm the reader, making the treatment feel chaotic rather than polished.

One common mistake researchers make is confusing GIFs with short video clips. A GIF should be a short, looping moment, typically no longer than five seconds, that conveys a specific action or mood instantly.

A 10- to 20-second clip from a commercial is not a GIF. Directors reviewing a treatment don’t have time to watch extended video excerpts when a well-chosen, concise GIF would communicate the same idea in seconds. Being mindful of cutting and formatting GIFs properly ensures that they add value rather than slow down the pitch.

The Value of Still Photography

In my view, photography remains one of the most effective ways to set the tone and mood of a treatment, particularly when working with fashion, beauty, or highly stylized brands.

Over the past three to four years, many agencies have gravitated toward highly saturated, Pinterest-style imagery, associating it with being trendy, bold, and visually engaging. This style has become especially prevalent in treatments for brands like Coca-Cola, TikTok, or Instagram, where youth-driven, aspirational aesthetics are key.

Well-composed still photographs can often be more impactful than moving images, particularly when directors seek striking, conceptually-driven visuals that feel bold, refined, and demonstrate a strong sense of taste and aesthetic sophistication.

A high-end fashion editorial image, for example, conveys polish, lighting, and composition far more effectively than a looping GIF. The key is to recognize when a still frame tells the story more efficiently than movement, and when movement is genuinely necessary.

However, not all projects benefit from glossy, stylized photography. When a film calls for a more cinematic, documentary-inspired, or raw visual approach, relying too heavily on highly curated stills can make the treatment feel artificial or detached from the intended tone. Knowing when to lean into this trend—and when to step away from it—is essential in creating a treatment that feels cohesive and aligned with the director’s vision.

Why Film Frames Still Hold Power

For directors and researchers who come from a cinematic background, film frames remain an invaluable visual tool.

Unlike Pinterest-style imagery, which often prioritizes aesthetics over storytelling, a well-selected film frame carries inherent narrative depth.

Many of the most compelling frames in film history were carefully composed to capture emotion, atmosphere, and meaning in a single shot, making them particularly effective for treatments that need to communicate cinematographic intent.

I personally started in treatments by selecting frames from long feature films, and I still find them to be the most compelling visual reference. The old-school directors who mastered visual storytelling—those who knew how to evoke emotion in a single moment—created images that stand the test of time.

That said, I also recognize the importance of balancing these classic cinematic influences with contemporary trends. A strong treatment merges classic storytelling depth with modern aesthetics, ensuring that it feels relevant while maintaining a distinct directorial voice.

That being said, film frames must also be carefully curated. One of the biggest mistakes researchers make is automatically pulling sequential frames from a scene, rather than selecting the most powerful, intentional moments. A random batch of stills quickly becomes a collection of blurred, unfocused imagery that does little to enhance the treatment. Every frame used should be high quality, visually striking, and directly relevant to the project.

Directing Your Team and Curating with Intention

Whether you’re a director crafting your own treatment or working with a research team, intentionality is everything. Clear direction saves time and ensures that the treatment aligns with your vision. If you prefer GIFs for certain sections but not others, or if you want film frames for lighting references but photography for wardrobe, communicate that from the beginning. The more precise the guidance, the less time is wasted on revisions.

A researcher’s job isn’t to throw together a massive folder of references and hope something sticks—it’s to deliver a refined, carefully curated selection that already feels like the best of the best.

A director should be choosing from only the strongest possible visuals, not filtering out blurry, weak, or irrelevant references. The best treatments come from collaboration where every element serves a clear purpose.

Final Thoughts

There is no single right answer for when to use GIFs, photos, or film frames, but the best treatments always come down to intentionality. Motion is powerful when used correctly, but overwhelming when overdone. A well-placed still photograph can hold more weight than a dozen GIFs, and a carefully chosen film frame can communicate cinematographic intent in ways that stock images never could.

The strongest treatments blend classic and contemporary approaches, balancing cinematic storytelling, high-quality photography, and strategic use of motion. Knowing how and when to use each element isn’t just about making a treatment look good—it’s about making it resonate, sell the vision, and ultimately win the job.

What Next?

If this resonates with you, I’ll be sharing more deep dives into the craft of treatment design. Let me know if there’s a topic you’d like me to explore next.

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