Advertising assembly course

The montage is characterized by defining and marking the final structure of the audiovisual work, giving it rhythm and narrative. How can you make the viewer laugh, cry and be moved in less than a minute? Audiovisual advertising is characterized by telling great stories in a few seconds. How to synthesize the information, preserving the emotion, to tell a story while showing a product is the work of the editor.

In this advertising editing course Fernando Guariniello, renowned editor, will show the editing process of an advertising campaign. From the organization of the material to the different versions that the editor must make, each one with a different duration and tempo, through the analysis of the story board or the relationship with the agencies. All this during approximately the same time as the actual editing of the spot, 12 hours.

TEACHER: Fernando Guariniello. IMDB file

Film and advertising editor, Fernando has edited more than 2500 commercials since 1990 to date. He has worked on campaigns for brands such as Coca-Cola, Aquarius, Amena, El Corte Inglés, Banco Santander, Caja Madrid, BMW, Mercedez Benz, Estrella Damm, Telefónica, Mahou, Repsol, Vodafone, Hellmann’s, Banco de Santiago, Johnnie Walker, Heineken, Renault, Adolfo Domínguez, Siemens, Fiat, Chrysler or Mitsubishi, among others.

In film, he is responsible for the editing of feature films such as “Coronación” and “El chocolate del loro”. Fernando has also been a professor of Audiovisual Communication at the University of Buenos Aires, Argentina and at the Duoc University in Viña del Mar, Chile.

Some of his work can be seen in his 2012 reel.

DURATION: 12 hours

PRICE: 280 ¤ (240 ¤ booking before February 16) Applicable the “amigo promotion” and other discounts (not cumulative with the early booking)

WHEN: March 9th and 10th. Saturday from 16 to 20h and Sunday from 10 to 14h and from 15:30 to 19:30h (times may vary slightly).

WHERE: Ondas Formación If you need any kind of information, you can contact 709 MR by email or telephone (668840783).

COURSE CODE: MP61-090313

MATERIALS USED: Avid Media Composer or Final Cut Por 7 software on professional Mac workstations (one per student). During the course, students will use materials from the shooting of a real commercial.

AIMED AT: Editors with some experience who want to deepen their knowledge of advertising editing techniques. Filmmakers, directors and film-makers who wish to understand how to approach the narrative and structure of commercials.

PREVIOUS KNOWLEDGE: Independent use of the editing tool Avid Media Composer or Final Cut Pro 7 (basic use of editors will NOT be taught during the course). Knowledge and practice in audiovisual narrative.

GENERAL OBJECTIVES:

The objective of the workshop is to edit an advertising campaign in real time and to show that our purpose as editors is to share and enhance our creativity, beyond technical and linguistic knowledge, when participating in an advertising campaign.

COURSE OUTLINE:

In principle, advertising editing is dynamic, and not only in its language, but also in the process. The time an editor has to assemble a campaign is short and one has to be, in addition to being creative, very effective and fast at the time of assembly.

To achieve this, we will learn how to organize the filmed material, arranging it in an effective and clear way in order to select the best moments that we will use later in the editing.

We will analyze the agency’s script and the client’s needs. With the storyboard and the director’s treatment, we will interpret the director’s vision of the project and how he/she wants to communicate it.

With all this, each workshop participant will create a 45-second montage. To do so, they will use the footage of a real campaign with the music chosen by the advertising agency.

The editor will make several edits until he arrives at an assembly that he considers to be the final one.

At the end of the 45-second montage we will reduce it to 30 seconds. We will see that the internal rhythm of a 45-second version and a 30-second version are different since the total montage of each version has a different “tempo” and that each structure has different needs, so we will probably have to look for faster shots to tell the same story in the shortest possible time.

Finally, we will observe the montages made by each of the participants and we will see that each editor has his or her own style and that, beyond the needs of the agency, the client and the director’s vision, our work provides an individual creativity that is essential in the development of an advertising campaign.

You can download the documentation for the course here.

For further information please contact us at info@709mediaroom.com.