Go from making clips to shipping work a brand founder says yes to — and knowing what to charge when they do.
You can already generate a beautiful ten-second clip. What you can't do yet is turn that into something a brand will pay for. The gap isn't model skill — it's everything around it: reading a brief, knowing why a hook dies at second three, delivering 16:9 and 9:16 and 1:1 from one concept, clearing the music, and saying a price out loud without flinching. This course closes that gap. You'll reverse-engineer real brand guidelines into a prompt vocabulary, build five hook variants from one idea and test them on a matched budget, cut a branded mini-documentary with an ethics checklist you actually apply, mix to −14 LUFS so the ad lands in a sound-off feed, and build endframes that survive platform safe zones. Later modules cover localising a campaign for other markets, talent releases and AI disclosure, and how to quote a retainer. Five capstones — a DTC performance campaign, a brand anthem, a mini-documentary, a social-first sizzle reel, and a client-ready pitch package. Submit any three to earn your certificate. No camera, no crew, no production company.
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Read a brand's guidelines the way a director does, so your output looks like that brand instead of just looking good.
Performance ads live or die on data. Build five hook variants from one idea, test them fairly, and read the report without guessing.
A true story told with AI B-roll still has to earn trust. Build the beat sheet, the ethics checklist, and a cold open that holds.
TikTok, Reels, and Shorts each reward a different opening. Cut one concept three ways and keep viewers past the first three seconds.
Most AI ads sound cheap. Fix that with deliberate silence, product sounds you brief yourself, and a mobile mix that lands at −14 LUFS.
The last three seconds decide whether anyone acts. Build endframes that hold, CTAs worth clicking, and legal supers that stay readable.
Reach a new market without reshooting: decide subtitle versus dub, adapt colour and symbols, and QA a version you can't read.
Releases, music rights, trademarks, and AI disclosure are where this work gets pulled. Know the rules before a client's lawyer does.
Position against production companies that cost ten times more, price so the work is sustainable, and turn one project into a retainer.
Complete all modules, then submit the required number of capstone projects. Each must earn a passing rating from an admin reviewer.
Pick a real DTC brand (or spec-client). Ship one :30 hero spot and five tested hook variants targeting a specific audience on Meta or TikTok. Submit: all 6 MP4s (correct aspect ratios for chosen platform), the creative brief, a hook-test plan with matched-budget setup, and a 400-word rationale on which hook would graduate to primary media weight and why.
Produce a 60-second brand anthem spot for a real or spec brand. Requirements: a clear brand proposition, a narrative arc (not a product demo), licensed or generative music, endframe with logo lockup, and suitable for CTV/pre-roll (16:9 landscape primary). Submit: MP4, creative brief with the proposition, shot list, and a 300-word note on the craft decision you're proudest of.
Produce a 3–5 minute branded documentary. Requirements: a real subject or cause aligned with the brand, voiceover narration, at least one real interview (or AI with disclosure), AI-generated B-roll and atmosphere, and a clear ethical disclosure of what was AI-generated. Submit: MP4, narration script, interview transcripts or release forms, and a 500-word process note on the ethics calls you made.
Produce a complete pitch package for a real (or spec) client engagement: 3 spec spots, a one-page offering doc (problem, approach, craft, pricing), a behind-the-scenes short showing the workflow, and a short cold-pitch email template. Submit: all MP4s, one-page doc (PDF), BTS short (MP4), and the pitch email (text). The pitch must be specific enough that a brand founder could say 'yes' from it.
Everyday reference for global commercial output. Useful for brief-reverse-engineering practice.