Ever wondered how a director convinces an agency or brand that their vision is the one to trust? In advertising production, it often comes down to a single document - the treatment.

In this episode, we break down what a treatment really is. A director’s visual and written pitch that sells the idea, builds trust and makes the creative feel inevitable. From the opening paragraph that hooks a client, to the mood boards, casting choices, locations, wardrobe, production approach and post-production style - we unpack what separates an average treatment from one that wins the job.

Featuring insights from industry heavyweights like Heath George, Nat Taylor, Wilf Sweetland and Nigel Camilleri, we explore how treatments are used in competitive bidding, what makes them unforgettable and the evolving role of AI in creating them.

If you’ve ever wanted to understand the secret weapon behind getting a director greenlit, this episode will take you inside the process.