- George Matthews, Commercial Director from Berlin
The process starts with the client’s raw material — in this case, Nook’s brand brief. Instead of spending hours combing through every page, Treatment Studio ingests the document and instantly pulls out the essentials:
Key points
Brief summary
Nook, a transforming furniture brand, wants to create TV commercials that reimagine product demonstrations as choreographed dance performances. The campaign concept pairs contemporary dancers with Nook's space-saving furniture pieces in intimate duets, where each transformation unfolds like choreography rather than mechanical demonstration. Targeting urban professionals living in small spaces who refuse to compromise on lifestyle, the campaign aims to capture the magical delight people experience when seeing the furniture transform for the first time. The creative approach emphasizes dramatic, cinematic visuals with warm tones and natural lighting, featuring real people who happen to move beautifully rather than traditional dancers. Each commercial builds like an epic performance to an intimate crescendo, with no voiceover needed since the power lies in the choreography itself. The campaign transforms functional furniture advertising into mesmerizing performance art.
After the brief, the next layer of context comes from the agency call. Instead of relying on memory or messy notes, Treatment Studio ingests the recording and transforms it into structured prompts for each treatment section.
Prompt suggestions for "Approach":
I want to use transformation as a theme throughout the entire campaign - not just the furniture transforms, but everything around it transforms too, from the character to the tone, visual style, music, and movement.
We'll create a before/during/after dynamic where we start in a normal world with the character going about their day, but when the furniture transforms, it triggers a whole sequence to unfold.
The dance routine should become the transition between the first activity and the second activity - so when they decide to do something else, transforming the furniture enables this change.
The transformation should come as a surprise - you don't expect the furniture to transform when you first see the character, and the dance should be unexpected too, catching the audience off guard.
We'll seamlessly interweave the dance with them going about their day, giving the dance a reason for being rather than just showing off the furniture.
For example, we could start on a woman finishing a Zoom call, she closes her laptop and this movement leads into the first movement of transforming the table, which triggers her spontaneous routine.
With the brief distilled and the call translated into section prompts, it’s time to turn direction into draft. In Treatment Studio, each prompt becomes the seed for fully written treatment text — professional, polished, and ready to refine.
I want to use transformation as a theme throughout the entire campaign - not just the furniture transforms, but everything around it transforms too, from the character to the tone, visual style, music, and movement.
We'll create a before/during/after dynamic where we start in a normal world with the character going about their day, but when the furniture transforms, it triggers a whole sequence to unfold.
New furniture doesn't just transform a room, it transforms how you feel. From the moment you roll out of bed in the morning to the second you collapse on the couch after a long day... It all feels different.
So instead of focussing on the furniture itself, we'll make it about our hero's emotional journey as the world changes around her.
During the opening sequence, everything seems normal. She;s going about her day, side-stepping through her cramped apartment. She's not glum, but not exactly full of life, either. Then in an instant, everything changes.
The moment she swipes the armchair away, we're catapulted to a new visual world. The camera, lighting, styling and art direction instantly get a heavy dose of playful energy.
Her movement becomes fluid and dance-like. Not in a rigid, choreographed kind of way, it's more spontaneous. Uncontrollable. As though she's been possessed by the rhythm (which has just kicked in) and just can't help herself.
We need that transformation to feel totally unexpected. One second we're watching someone shimmy around a piece of oversized 90's furniture, the next we're thrown into the middle of a dramatic avalanche of excitement and drama. It'll be a lot of fun to watch.
Once each section is drafted, Treatment Studio brings everything together into a single, seamless document: the Full Treatment. Directors can see their vision laid out from start to finish, refine transitions, and make sure the narrative feels cohesive.
Treatment Studio transformed a dense brief and agency call into a polished, client-ready treatment in record time. What usually takes days was distilled into hours — without sacrificing creativity or voice. The final document captured Nook’s brand essence and left the agency impressed.
What normally takes me a weekend, I had ready in just two hours without losing my creative voice.
Every client priority and creative cue was captured, with no details missed or overlooked.
The final text sounded authentic, polished, and true to my unique style.
A seamless, professional document — clear and presentation-ready.