We put treatments together.
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7 posts
A sharp, first-impression analysis of the Super Bowl LX 2026 ad break, exploring nostalgia, AI, late capitalism, visual trends and the standout commercials that best captured the cultural moment.
An inside look at what changed in treatments during 2025 — from interactive, web-based experiences and docu-style realism to deeper director involvement, evolving design language, and the impact of AI on narrative development.
Ghost drops its visual research rates to reflect how AI tools reshaped the craft. Human taste and curation still lead the way.
In September 2025, OpenAI released Sora 2, a tool promising to generate realistic video from text prompts. But despite the hype, its impact on commercial production has been limited. We look at why the advertising industry’s response to Sora 2 has been cautious, how its current capabilities fall short of professional standards, and what that means for producers, agencies, and visual researchers.
The AI & Creativity Report keeps repeating “taste” like we all agree on what it means. At Ghost, we break it down and ask why it took AI for the industry to start valuing it.
In 2025, treatment design is rejecting hyper-modern polish in favor of tactile, expressive, and human-centered layouts. A look at the trends shaping winning commercial pitches this year: collage, low hierarchy, serif typography, and analogue textures.
Explore how generative AI is changing commercial treatments, with Midjourney visuals and AI-generated storytelling. Are we truly ready for AI-driven pitches? A look at where the industry stands and where it’s heading.
