ECD Katrina Alvarez-Jarratt (Le Truc, part of Publicis) joins us to break down the strangest, most complicated shoot of her career: Heinz "The Pickle." The idea — put a man in a giant pickle costume and send him into La Tomatina, Spain's tomato-throwing festival. The budget — tiny. The plan — barely held together.Kat takes us through a bribed balcony, a GoPro stolen within five minutes, her accidentally filming her own tomato-covered face, and a three-hour turnaround to get it onto breakfast TV.

It's a masterclass in earned media, adaptability, and why the idea is the only boss.

Then: how Kat picks directors, why real-people work is back as a pushback against AI, and why AI previs is killing creativity on set.

Plus Hot Takes — the word "industry," paid treatments, and the spiciest take we've ever read out.

00:20 Intro

05:54 The Breakdown: Heinz "The Pickle"

15:10 Everything that went wrong

23:50 How earned media actually works

31:10 How an ECD picks directors

46:20 AI previs vs creativity

50:10 Hot Takes

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