Commercial Editing Essentials Workshop - October 20th-25th, 2025

PART 1: Commercial Editing Essentials

This five-day hands-on workshop provides a comprehensive dive into the world of commercial film editing, with a focus on narrative craft, pacing, and audiovisual impact. Through analysis of iconic campaigns, technical practice, and creative exercises, participants will gain a detailed understanding of how to structure, edit, and finalize short-form branded content at a professional level.

Working with Adobe Premiere Pro, participants will refresh core editing skills while advancing in areas such as VO integration, music selection, pacing, color correction, and commercial storytelling. In addition to practical editing, the course also explores the psychological and structural principles that make commercial content successful.

Over five days, participants will plan, script, cut, and finish their commercial project. resulting in a final piece that is both creatively distinct and technically polished.

Key Outcomes:

• Refreshment of technical and creative editing skills using Adobe Premiere Pro

• Mastery of narrative construction and emotional arc in commercial formats

• Insight into commercial production workflows and psychological techniques

• Understanding of format-specific editing strategies and export standards

• Completed self-edited commercial content for personal reel or client use

Note: This workshop can be attended on its own, but it is strongly recommended to also complete Part 2: Content Creation for Social Media, which builds upon the fundamentals taught here.

Prerequisites: Basic knowledge of Adobe Premiere Pro, Avid Media Composer, or equivalent editing experience.

Info: ◦ Introduction of the participants, presentation of the workshop framework,

expectations and goals of the participants

◦ Overview of different decades of advertising film with many examples

◦ Analysis and comparison of several commercials, especially the structure and the

statement. Conclusion of what makes a good commercial

◦ Differentiation between commercial and social media content

◦ Introduction to the use of music and VO

◦ Insights into the production flow of a highly budgeted commercial film production

◦ Psychological tricks in advertising campaigns

◦ Brief Adobe Premiere Pro interface review

◦ Analysis of work brought along by the participants and sharing experience

Info: ◦ Efficient project setup and footage organization

◦ Import and review footage

◦ Practical footage handling, preparation and organization in Premiere Pro

◦ Footage management exercises

◦ Overview of audio features and color correction possibilities

◦ Overview of artwork creation and handling, text animation

◦ Insight into formats and compression rates

Info: ◦ Introduction to various storytelling techniques and the power of a well-written

voiceover

◦ Editing considerations for main formats and cutdowns

◦ Script an impactful VO

◦ Record, import, and handle VO

◦ Select and source music

◦ Optimize workflows and collaborative practices

◦ Create and structure a proper footage selection

Info: ◦ Transitions, pacing, and rhythm for audience engagement

◦ From selection to edit

◦ LUT and look handling

◦ Practical use of visual effects, sound effects, and color presets

◦ Keyframe practices

Info: ◦ Edit your commercial

◦ Enhancement of visuality and storytelling

◦ VO adaptation and fine-tuning

◦ Professional sound mixing for impactful audio

◦ Finalization and export

◦ Final presentations

◦ Analysis and group feedback of the work created

◦ General recap, Q&A and workshop wrap-up

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