This 2-day graduate level certificate workshop will guide you through the process of producing a short-form marketing video that can be used internally – within a corporation for training or “rallying the troops“, or externally to transmit a marketing message to the public. The course will show you how to convert a set of information (such as written reports, data and analysis, interview transcripts, etc.) into a short script from which to create a one to two-minute marketing video.
The course will include an overview of production essentials including budgeting, casting, rehearsal basics, tips on distinguishing essential messaging and fashioning it into a script, finding or creating a simple yet appealing set or backdrop, working successfully with both actors and non-actors to achieve an effective delivery of the script and overseeing the shooting and post production editing.
After successful completion of this course, you will have the knowledge and skills to:
- Understand the fundamentals of short-form video scriptwriting
- Complete basic budgeting and scheduling
- Direct your cast, whether they are company employees or trained actors
- Manage the stages of post production including editing, working with music, color grading, and sound design
- Choose how and where to place your video ad on digital platforms
- Take your career to the next level
Note: this is not a filming and editing course. To learn to film and edit video please join the Video Storytelling workshop.
Who Should Attend?
Ideal for those interested in or new to video production, content creators, content marketers, communications and PR folks, publishers, and educators.
Instructors & Facilitators
Instructors subject to change.
Myra Paci is a writer/director/cinematographer whose work includes her award-winning debut feature Searching for Paradise, developed at the Sundance Institute’s Screenwriting and Directing Labs, starring Chris Noth and Susan May Pratt and distributed by Showtime Entertainment, and her short thriller Girls Night Out starring Rosario Dawson, distributed by the Sundance Channel. For her writing and directing work, Paci has received fellowships from the Sundance Institute, the San Francisco Film Society, the National Endowment for the Humanities, the MacDowell Colony and Middlebury Script Lab, among other organizations.
With her production company, SLAP Agency, Paci has created marketing videos for such clients as AAA, Kaiser Permanente, Intel, Lending Club, and Schwab. To see some of her work, visit theslapagency.com, myrapaci.com, and badmuthaz.com. Paci received a B.A. in History from Yale University and an M.F.A. in Film/Video Production from N.Y.U., and she teaches Screenwriting and Directing at San Francisco State University.
We encourage team work! Bring a colleague or friend and receive additional tuition discounts.
UC Berkeley Graduate School of Journalism
121 North Gate Hall, Berkeley, CA 94720