Learn to conceptualize and produce effective commercial and branded content

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SOLD OUT!! Email [email protected] to be placed on a wait list.

In this advanced, week-long creative lab you’ll be guided by a master producer/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 in 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 his experience finding success in the commercial film industry.

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.

In addition to being offered on an individual basis, this workshop is also an optional Follow-up to the 8 Week Directing Intensive

Image Credits:  Jen Hoffer,  Kara Birnbaum

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Instructor: Bob Giraldi

Bob Giraldi has produced and directed over 4,000 unique visual marketing and advertising pieces for some of the world’s leading brands including Toyota and McDonald’s. He directed one of the longest advertising campaigns in history (“Tastes Great, Less Filling”) for Miller Lite. In 2014, he was the first commercial director to be elected to the Advertising Hall of Fame. He has also directed classic music videos and acclaimed films. Bob’s work resides in the permanent collection of Museum of Modern Art and he earned the distinction of being named as one of "101 Stars Behind 100 Years of Advertising.” He has been inducted into the NY Art Director’s Hall of Fame, one of the few film directors to be honored. He runs his own production company, Giraldi Media, out of New York and Los Angeles, with a network of other renowned commercial directors connected through it. A pioneer in music videos, his narrative and musical storytelling abilities were first seen in Michael Jackson's "Beat It", as the video swept the country and won numerous awards. Working with other music luminaries such as Paul McCartney, Lionel Richie, Stevie Wonder, Ricky Martin, Pat Benatar, Diana Ross, Hall & Oates and Will Smith, he continued to win acclaim and define the future of the medium. His feature film “Dinner Rush” appeared on a number of 2001’s Top 10 lists and was selected for the prestigious New Directors/New Films Series at MoMA.  Among its many awards, “Dinner Rush” was also listed by Roger Ebert as "One of the Best 100 Films in the Last 10 Years".