Creative direction

At a top agency nothing is written or drawn until the creative director has decided what the film is. The copywriter, the director, the director of photography and the sound designer then each execute one idea instead of guessing four. This skill is that decision. Its output, the treatment, is pasted into every later stage.

The standard

The bar is the work of a top Chinese agency or a Hollywood-grade brand film: one idea, precisely felt, executed with restraint. Not a list of selling points, not a mood board of everything nice. A good treatment can be said in one breath and a crew could light, cast and score from it.

Workflow