Objectives
- To equip participants with more in-depth understanding of directing and producing TV Commercial and on-air promos.
- To enhance the effectiveness of participants practical skills and hands-on techniques through workshops and existing projects.
- To enable participants to pursue a career in the field of directing TV Commercials/Promo Videos.
Course Duration and Structure
- Consist of 8 modules and 1 project (2 days).
- 10 days course.
- Assessment by class participation, assignments and project rating.
Trainer
Eric AlexandreEric's primary artistic goal has always been to achieve a level of expression with visual imagery that would communicate everything that could be communicated, and in the process, discover and master the medium that would do just that. Hailing from a fashion photography background, having spent 6 years in Paris, assisting fashion photographers, Eric's first assignments in New York were with modeling agencies Elite, Wilhemina, Karin, IMG, Company, Boss, etc. His visual style won him the 1997 TIMMY Awards for "Best Photographer" in New York. It was during this period in the mid to late 1990ís that Eric began to experiment extensively with film and video media.
He shot and directed his first music video, "Strawberry Rose", on 35mm film for the "Le Bain Douche/Queen" Parisian singing sensation, Bamboo. Immediately after, he broke into the video fashion world when he was hired by The Fashion Association in 1996-1997 to direct and shoot the Menís and Womenís Spring/Fall Collections. A string of fashion show videos followed which included shows from BCBG, Amer Kamal, Epperson etc.
Course Curriculum
Module 1:Introduction to Advertising
- Learn how the various types of existing companies and brands advertise
- Different types of advertising needed, from global campaigns to simple in-house corporate communication messages.
- The organizational structures involved, how they are linked to each other, their roles and responsibilities
- Client Brief/Agency Brief
- Learn how to analyze and understand a brief from the client and the advertising agency.
- Treatment/References
- To write a treatment and get references based on the knowledge gained from your understanding of the client/agency brief
- Learn how to develop a storyline that fits in 30 seconds.
- Stilomatics
- To create a reference promo clip that will get the client's and the agencys approval for your project.
Module 2:Director's Requirements
- How many days shooting? How many rolls? What type of lenses etc.
- Each project has different needs and parameters, learn how to effectively demand what you need to realize your project
- Budgeting Accurate costing is the key on getting the client's approval for a job.
- Learn how to communicate with your producer to identify fixed and variable costs effortlessly
- Storyboarding is the first draft of your commercial.
- Learn how to time your board and choose which key frames are relevant to your clients
- Shot References/Audio References
- How and why to select audio/video/photo references for your commercial
- Learn where and what to look for
Module 3:Location Recci
- How many indoor/outdoor locations your project needs, and the best way to present them.
- How to decide between studio-set shoots and on-location venuesCastingChoosing your main talent and extras and working closely with your casting director
- Scheduling Timing is everything, here you will learn how a producer structures and allocates proper timing for the entire production
- Production Booklet
- Before clients and agencies can give you the green light for your shoot, a producer will need to present your creative ideas clearly and effectively.
- Booklets are the blue print of your commercial, learn what needs to be presented and how
Module 4:Actor's Workshop/Preparation
- Acting tips and techniques that will unleash the true potential of your actors.
- What the director needs to know and do prior to the shoot day
- Shot List
- How to list the shots your commercial requires.
- Learn how to write a detailed shot list based on a storyboard and /or a treatment
- Shoot Board
- The client and agency are here with you during the shoot how to share and communicate with them using the shoot board
- Here you'll learn to create a shoot board that will be your reference guide thru the entire shoot.
Module 5:Set Design
- How to communicate your vision with the set designer and tell him what needs to be built.
- Learn to effectively develop a set that will fit the requirements of your commercial
- Crew Handling
- From DOP to PA, learn what they need to know in order to do their job.
- Learn how to gain the support of your team
- Working closely with your AD
- The AD is your personal assistant and support throughout the entire process.
- Learn what his role is before the shoot and his responsibilities during the shoot
- Film Equipment Workshop
- Each project has its requirements, choosing the right gear is crucial to produce the shots you need.
- Here we cover some basic as well as some of the latest equipment available in the market
- Product Shot/Logo
- It could be a car, a building or a cellular phone.
- Learn how to shoot and enhance any product to satisfy your client's demands.
- Learn the most important basic rules of the corporate logo
Module 6: Film process/Telecine (One Lite)
- You commercial is in the can, head off to the lab to learn the various processes that will help you achieve the look you want
- Rushes/Selection
- That's it, you are looking at it - that's what you've shot.
- Learn how to organize and select the shots that will make your commercial successful
- Offline Edit
- Learn how to edit the selected shots and work with an editor in order to define the style and pace of your commercial
Module 7:Full grade/Tape Grading/Color correction
- Doesn't matter which format you have shot on, learn how to grade, enhance and color-correct your offline edit
- Online Edit
- Your offline has been approved by the agency and client, time to polish it.
- Learn how to choose the online suite needed to achieve the final look that will make your commercial stand out
- 3D Animation
- Some commercials need partial or entire 3D.
- Learn how to brief and direct a 3D studio/animator so they will produce the right visuals for your commercial.
- Compositing
- Some special effects require compositing.
- Learn basic green or blue screen techniques and how to determine and shoot the layers you will need to achieve common special effects
- Motion Graphics
- Most commercials have supers, learn how to time, animate them to maximize their impact on the target audience.
- Master Releases (Formats)
- Your commercial is ready to go on air.
- Learn about the requirements of the various formats, signals, compressions and transfers for the current available platforms
Module 8:Audio Briefing/Sound Design
- Learn how to brief the sound designer that will produce the soundtrack for your commercial
- Live Recording Learn basic recording techniques on the set
- Voice-Overs
- Learn how to brief and direct the voice-over artist
- Mixing/Audio Stripping
- Get your final audio mixed and laid over your visuals
Project
Besides the assignments from each module, you will now create a spec commercial based on an existing product/brand utilizing the knowledge and techniques you have gained from the 8 Modules.
Duration:
10 sessions (8 lessons + 2 days for project), 7 hours per lesson
Price:
$3,500 per person
(discounts are applied for couples and groups of minimum 2 students from the same company)
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