SCF Studios · Confidential Bid Brief

PPS BC
Visual
Campaign

Director / Producer Bid Brief
Treatment + Budget Request

Prepared for external creative production partners. For bidding purposes only. Not for client distribution.

Prepared by
Sahil Chawla / SCF Studios
Location
Vancouver, BC
Date
June 2026
Status
Confidential RFP
Access Agreement

Before entering the RFP.

This brief contains confidential project strategy, client context, campaign positioning, and creative direction prepared by SCF Studios.

By completing the form and entering your initials, you acknowledge the confidentiality, ownership, and non-solicitation terms on the right.

Confidentiality + Ownership Terms

By submitting your details and initials, you acknowledge and agree to the following:

Plain English: you are being given access so you can prepare a treatment and budget only. You cannot share the brief, contact the client directly, use the strategy for another project, or claim ownership over SCF's client relationship, project strategy, or existing creative direction.

Confidential use only

You may review this material only for the purpose of preparing a creative treatment, production approach, schedule, and budget for SCF Studios.

No redistribution

You may not copy, forward, publish, upload, or disclose this brief or related project information to any third party without written permission from SCF Studios.

Client relationship

PPS BC, the project strategy, and all client-facing communication remain under SCF Studios. You agree not to contact or solicit the client directly regarding this project unless authorized by SCF in writing.

Creative ownership

SCF retains ownership of the brief, strategy, existing concepts, campaign structure, and client-facing materials. Your submitted treatment remains yours unless selected and separately contracted.

Unselected treatments

SCF will not use an unselected treatment without written agreement. The selected treatment may be developed collaboratively under a separate production agreement.

No implied engagement

Accessing this RFP does not guarantee selection, payment, or engagement. Any paid work requires a separate written agreement, scope, and approved budget.

RFP
Treatment + Budget Request

SCF Studios is seeking a creative production partner to bid Option A: "Before You're Ready" brand trust film, Option B: "The Day You Realize" narrative brand film, or both — and recommend the strongest path for PPS BC.

01
Bid Objective

How to use this brief.

SCF Studios is seeking a director, producer/director, or compact commercial production partner to submit a creative treatment and budget for executing a premium visual campaign for PPS BC Consulting Group.

This is a production bid brief, not the client-facing sales proposal. The purpose is to give enough strategic and creative context to develop a strong treatment and realistic budget while preserving SCF Studios as the client-facing lead.

Submission requested
Creative treatment, production approach, rough schedule, and itemized budget for shoot + post.
Concepts
Option A: "Before You're Ready" brand trust film. Option B: "The Day You Realize" narrative brand film. Bid both, or just one, and recommend one.
Production preference
Lean, high-taste commercial execution. Premium but practical. Avoid bloated agency-style production.
Tone target
Warm, cinematic, mature, emotionally intelligent, trustworthy, polished, and restrained.
02
Project Snapshot

Trust before the first call.

PPS BC is a dental practice brokerage and consulting group serving dentists in British Columbia. They help dentists plan and execute one of the most important transitions of their careers: selling, transitioning, valuing, or preparing the future of a dental practice.

The problem: most of this decision happens before a dentist ever reaches out. The campaign is designed to make PPS feel visible, credible, and human before that first call. It should help a dentist feel, "these are the people I want in my corner."

Client
PPS BC Consulting Group
Commissioning studio
SCF Studios
Primary location
Theory & Essence, North Vancouver — premium modern dental clinic
Key people
Mike, Danielle, and potentially Dr. Shahbazi or an actor depending on concept
Likely shoot scope
1–2 shoot days, lean crew, minimal clinic disruption
Timeline target
Approx. 8 weeks from concept lock to final campaign delivery
03
Business Context

The problem PPS solves.

What PPS does

They guide dentists through the sale or transition of a practice.

Advisory work around legacy, livelihood, patients, staff, and retirement. Not a simple listing service — it is one of the most important transitions of a dentist's career.

The market gap

Relationship-heavy service. Trust signal not yet visible online.

The dental brokerage space in BC is quiet and referral-driven. PPS has deep national experience, but the online visual presence does not yet reflect the depth of the team or the trust required.

The audience is often not actively shopping at first. They may be quietly researching after hours, considering retirement, burnout, relocation, or a longer-term exit plan.

The film needs to meet them in that emotional decision-making moment — before they compare firms, before they call, and before they know exactly what they need.

Make PPS feel credible before a dentist reaches out.
Turn an abstract advisory service into something human and specific.
Show Mike and Danielle as trusted guides, not salespeople.
Use the clinic environment to create premium trust without over-explaining.
04
Audience + Mindset

They are researching a life decision.

Primary audience
Dentists in BC, often late 50s to early 60s, considering retirement, transition, or practice sale.
Secondary audience
Younger dentists considering transition because of burnout, divorce, relocation, financial pressure, or lifestyle change.
Decision state
Quiet research, uncertainty, emotional weight, concern for staff/patients/legacy, and fear of making the wrong move.

Core audience questions

  • Is it time to sell or transition?
  • What is my practice worth?
  • Who can I trust with something I spent decades building?
  • How do I protect my staff, patients, and legacy?
  • What does a realistic exit plan look like?
05
Creative Mandate

Premium, human, restrained.

We are not looking for a corporate explainer. We are looking for a premium commercial / brand film that makes professional expertise feel human, calm, and trustworthy.

Reference lane: beauty commercial warmth + professional services credibility + quiet documentary realism.

Cinematic Warm Mature Premium Grounded Human

Should not feel like

Corporate, stock, melodramatic, salesy, overly scripted, healthcare brochure, or inspirational cliché.

Visual priority

Use the premium clinic environment to create trust before anyone speaks.

Performance priority

Make Mike and Danielle feel natural, calm, credible, and specific — not rehearsed.

06
Concept Options

Bid one or both. Recommend one.

Option A · Brand Trust Film

Before You’re Ready

Dentists don’t decide to sell in one clean moment. It starts quieter than that. They stay late after a long day. They look around. They wonder if they have five good years left, what the practice is worth, what happens to their team, whether selling means they failed, or whether it means they finally get to breathe.

Before You’re Ready lives in that moment. Not a commercial. Not a corporate profile. A calm, cinematic piece that says: you don’t need to know if you’re selling. You just need to understand your options.

Desired audience reaction: these are the people I could trust with the biggest transition of my career.

Potential film structure · 2:00–2:30
Opening · The quiet question

After-hours dental clinic. Not dramatic. Just real. Instruments put away. Staff gone. The chair is empty. A dentist pauses before locking up.

"I always thought I’d know when it was time. But it didn’t feel like a decision. It felt like a question I kept avoiding."

Middle · The real questions

Lead with the questions dentists actually have: what is my practice worth, what happens to my team, do I sell now or build for two more years, and who can I talk to without pressure?

Mike and Danielle enter as calm advisors. Mike speaks to valuation, timing, and experience. Danielle speaks to relationship, process, and clarity before commitment.

Close · Not a sale, a first conversation

"You don’t need to know if you’re selling. You just need to know what your options are."

Final card: PPS BC Consulting Group · Start the conversation before you’re ready.

Visual style
  • Premium, quiet, observational. The camera earns its presence; it doesn’t announce it.
  • After-hours clinic atmosphere. Slow dolly shots. Practical light.
  • Theory & Essence carries the production value. Let the space do the work before anyone speaks.
  • Real textures: hands on files, empty chairs, hallway lights, coffee on a desk.
  • Mike and Danielle in conversation — not staged boardroom poses, forced smiles, or choreographed handshake moments.
  • Colour: warm sodium or cool teal. Never both in the same piece.
  • Medium saturation, high contrast, lightly textured. Premium but not Hollywood-melodramatic.

Director should respond with

  • A concise creative treatment for the hero film.
  • Production approach: shoot days, lean crew, visual style, and how to make Mike and Danielle feel natural.
  • Rough schedule from prep through final delivery.
  • Itemized budget covering shoot and post.
Option B · Narrative Brand Film

The Day You Realize

A cinematic commercial for dentists who haven’t decided yet — but are starting to ask the question.

There is a day — not a decision, just a day — where the practice starts to feel heavier than it used to. The clinic still looks great. The team still counts on them. But something has shifted. That’s where PPS enters. Not as a brokerage. Not with a pitch. As the calm, experienced guide who moves a dentist from uncertainty to clarity before pressure ever enters the picture.

Creative warning: this must stay restrained and premium. No melodrama. No cheesy "sad dentist" acting. The emotional truth should come from quiet details, not over-performance.

Potential film structure · 90 sec hero commercial

Open to a fresh concept along this premise: a dentist at the moment the question becomes real, with PPS entering as the calm trusted guide rather than a hard-sell brokerage.

Opening · The weight

Late evening. A beautiful dental clinic. The last patient has left. A dentist sits alone — not broken, just reflective. Details carry the emotion: tomorrow’s schedule, a staff photo, a framed diploma, a hand resting on the back of a dental chair.

"I always thought I’d know when it was time. But it didn’t feel like a decision. It felt like a question that kept getting louder."

Middle · The uncertainty

The dentist moves through the clinic. The VO voices the real questions: what happens to the team, what is the practice worth, and who can I trust with something I spent my whole career building?

Then the world shifts. Daytime. Clean light. Mike and Danielle enter as advisors.

"At PPS BC, we help dentists understand their options long before they feel ready to make a move."

Close · Clarity

The dentist is no longer alone with the question. The decision has not been made, but the weight has lifted.

"Before you sell your practice, know what your next chapter is worth."

Final card: PPS BC Consulting Group · The transition starts before the transaction.

Visual style
  • Warm, premium, commercial. The pacing and polish of a national brand spot, not a slow corporate film.
  • Two visual worlds: amber/evening for the dentist-alone scenes, clean daylight for PPS advisory scenes.
  • Slow push-ins. Controlled handheld for intimate moments. Locked-off for PPS scenes.
  • Theory & Essence as the primary location — one premium space doing the visual heavy lifting.
  • Detail-first cinematography: hands, diplomas, empty chairs, instruments, light through glass.
  • Mike and Danielle as themselves — listening, advising, present. Directed conversation, not scripted lines.
  • Music does the heavy lifting on tone — warm, understated, never sad.

Director should respond with

  • A concise narrative treatment and character approach.
  • Production approach: real dentist vs. actor, shoot days, crew, and scene requirements.
  • Rough schedule from prep through final delivery.
  • Itemized budget covering shoot and post, including any talent / HMU / wardrobe needs.
07
Deliverables + Cutdown Strategy

Hero film is the destination. Short clips create reach.

Option A Hero
1 × 2:00–2:30 brand trust film, built for website, LinkedIn, and presentations.
Option B Hero
1 × approx. 90-sec narrative commercial / hero film, built as the campaign destination.
Social cutdowns
Either 3–5 social cutdowns or a more structured set of 3 × 30-sec ads + 3 × 10–15-sec micro assets, depending on concept.
Formats
16:9 web/YouTube, 9:16 vertical, and 1:1 square where appropriate.
Post
Edit, licensed music, colour grade, sound mix, titles, captions, and delivery prep.
Masters
Web H.264 files + ProRes master files.
Revisions
3 structured revision rounds per major deliverable.

Each cutdown should be built around a real fear or question, not a feature. Together they should form a trust-building campaign where the hero film earns credibility and the shorter assets create repeated touchpoints across LinkedIn, Instagram, Facebook, and Meta ads.

Hero Film

The trust-builder. Lives on the PPS website and is shared organically by Mike and Danielle. This is where interested dentists go once the short clips create curiosity.

30-sec Short Ads

Paid or retargeting assets built around awareness, intent, and warm follow-up. Captions mandatory.

10–15-sec Micro Assets

Quote-based scroll-stoppers for organic use. Useful on LinkedIn and Instagram and can be repurposed quarterly.

Format
Title / Question
Speaker
Hook
30 sec
How do I know when it’s time?
Danielle
Awareness — emotional trigger, interrupts the feed.
30 sec
What is my practice really worth?
Mike
Intent — catches dentists already researching.
30 sec
Before you list, get clarity
Mike + Danielle
Bottom-funnel — warm leads and site visitors.
15 sec
The transition starts before the transaction
Mike
Authority positioning — campaign anchor.
15 sec
Don’t wait until you’re ready to sell
Danielle
Scroll-stopper — urgency without pressure.
15 sec
Know what your next chapter is worth
Mike + Danielle
Evergreen closer — runs indefinitely alongside paid.
Known Production Assumptions

Keep it lean, polished, and low-disruption.

  • Primary shoot location is expected to be Theory & Essence in North Vancouver.
  • Production should minimize disruption to clinic operations.
  • Lean crew preferred, with enough lighting and grip support to preserve a premium look.
  • Mike and Danielle will likely need coaching or a natural conversation-based approach.
  • For Option B, director should flag actor / real dentist assumptions clearly.
  • Location fees, HMU, wardrobe, paid media, and advanced graphic animation should be listed separately unless included.
08
Budget Guidance

Realistic, itemized, no surprises.

What to include

Line-item estimates only.

Include assumptions, exclusions, optional upgrades, overtime, and additional revision rates. Do not pad. Do not underquote to win the bid.

SCF Studios is looking for a partner it can trust — and that starts with a budget that reflects a real understanding of the project scope.

Typical line items
  • Director / producer day rates
  • Shoot days + crew
  • Camera + grip + lighting rental
  • Location fees (if applicable)
  • HMU, wardrobe (if applicable)
  • Talent (if actor required)
  • Edit + post
  • Contingency %
09
Submission + Ownership

What to send back.

Creative treatment

Interpret the idea.

Include story structure, tone, mood, pacing, visual references, production approach, and what the director would avoid.

Budget

Line-item estimates only.

Include assumptions, exclusions, optional upgrades, overtime, and additional revision rates.

This brief and all related project information are confidential and provided for treatment and budget submission only. The client relationship, project strategy, and client-facing presentation remain under SCF Studios.

All submitted treatments remain confidential. Unselected treatments will not be used without written agreement. The selected treatment may be developed collaboratively with SCF Studios and the client.