Learn to conceptualize and produce effective commercial and branded content

There are no available registration dates at this time.

In this week-long creative lab, you’ll be guided by a career director in conceptualizing and producing commercial content.

This hands-on workshop is for directors, producers, agency executives, and all creatives who want to gain practical experience in creating compelling and effective promotional material. The class will begin by screening a variety of commercials and branded content, analyzing trends and visual styles, and discussing concepts, technology, and visual storytelling. The relationships among the director, production company, cinematographer, ad agency, and client are explored.

The focus of the class will be on combining narrative storytelling with brand placement. Students will conceptualize ideas, write scripts, create storyboards, scout locations, and pre-visualize their concepts before shooting. We will discuss directing technique, lighting, camera placement, and movement. The week’s focus will then be on the production and creation of branded content shorts. Students will collaborate to direct and shoot each chosen concept.

Once shooting has commenced, students will work in conjunction with MMW Staff Editors to cut their pieces together for the Friday showcase of student work. Throughout the week, dailies and rough cuts will be critiqued and discussed. The instructor will be available to discuss career pathways and share their experience finding success.

Students should be prepared to submit a sample commercial or brand content treatment when applying for this workshop. These concepts will be pitched during class.

As we will move quickly during production, knowledge of basic filmmaking techniques and basic set etiquette are required pre-requisites for this course.

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Instructor: Jon Weiman

Jon Weiman is half of the Los Angeles-based directing duo Jon+Torey. Jon and his partner have made commercials for brands such as Infiniti (featuring Steph Curry) , Facebook, Samsung, McDonald’s, Hyundai, Acura and Google. Over the years, their work has won multiple Gold Lions at Cannes, one show Pencils and Clio Awards. Their most recent commercial for Tim Horton’s “The Autograph” was Ad of the Week in AdWeek and featured in AdCritic and Clio Magazine. They are represented by Furlined which is in the 2020 Production Company A-List. As a child of therapists, Jon’s work seeks to find humanity in unexpected places while working with a strong team of talented collaborators. Originally from Toronto, Jon graduated Queen’s University with a degree in Film Studies and, prior to his career in commercials, made a documentary about youth in post-genocide Rwanda.