This project is aimed to apply both knowledge and practice aspects in describing the way a director is able to transform a theoretical concept of audiovisual media. Understanding hoax phenomena that occur in Indonesia and arranging those based on the concept given by a bereu or a copywriter in the deck or brief formed so it can be a useful and advantageus social advertisement. It is important for a director to insightfully understand the phenomena in order to support director’s creative works producing an anti-hoax message.