From Script to Screen
A four-month program that takes you through every stage of creating video ads that people actually watch—with assignments, feedback, and projects you'll build along the way.
What You'll Actually Work On
We built this program around twelve weeks of hands-on work. Each module gives you specific skills you'll use immediately—writing scripts that hold attention, planning shots that tell stories, editing sequences that flow, and understanding what makes people stop scrolling and start watching. You'll finish with a portfolio of completed ads and the confidence to pitch real clients.
Understanding What Works
Weeks 1-2Before you create anything, you need to know what makes video advertising effective. We break down successful campaigns, analyze viewer behavior, and examine how attention shifts in the first three seconds of a video.
- Platform-specific viewing patterns and technical constraints
- Audience psychology and decision triggers
- Budget realities and production planning
- Case study analysis with real performance data
Writing for the Screen
Weeks 3-4Scripts for video ads aren't like other writing. You're working with movement, sound, and limited time. This module teaches you to write concise narratives that work visually and verbally, with exercises in storyboarding and concept development.
- Scriptwriting fundamentals and structure
- Creating compelling hooks and clear calls to action
- Storyboard creation and shot planning
- Adapting messages for different platforms and formats
Production Essentials
Weeks 5-7You'll learn to shoot video that looks professional regardless of budget. We cover camera work, lighting setups, audio capture, and directing talent. By the end, you'll have completed your first full production shoot.
- Camera settings, framing, and composition
- Lighting techniques for different scenarios
- Audio recording and quality control
- Working with talent and managing shoots
Editing and Post-Production
Weeks 8-10Raw footage becomes advertising through editing. You'll learn pacing, transitions, color grading, sound design, and motion graphics. We focus on industry-standard software and techniques used by professionals.
- Editing workflow and software proficiency
- Color correction and grading techniques
- Audio mixing and sound effects
- Basic motion graphics and text animation
Distribution and Optimization
Week 11Creating great video is half the work. You also need to know where to place it, how to optimize for different platforms, and how to measure performance. This module covers distribution strategy and analytics.
- Platform specifications and best practices
- Targeting and audience segmentation
- A/B testing and performance metrics
- Budget allocation and campaign management
Final Project
Week 12Your capstone project brings everything together. You'll create a complete video advertising campaign from brief to final delivery, working with real constraints and presenting to industry professionals who provide detailed feedback.
- Client brief interpretation and creative development
- Full production cycle from concept to completion
- Professional presentation and portfolio building
- Peer review and expert feedback sessions
Ready to Start Creating?
Our next cohort begins soon. Spaces are limited to ensure everyone gets individual feedback on their work.
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