Premiere Pro: Commercial Editing Techniques

Course details

Learn to creatively compose short-form advertisements using Adobe Premiere Pro. Author Christine Steele explores how to communicate and market an idea that does more than just sell a product or service, by experimenting with concepts that help the audience feel, rather than think. The techniques in this course break from the more narrative style of film and television storytelling, and allow you to explore alternative visual messaging styles. First Christine shows you how to use style frames and temporary audio to nail down an idea before you start editing. Then you'll learn how to construct the rough cut: in this case, an action montage interspersed with hero shots that define and highlight the brand messaging. You'll refine your cut with motion graphics, final audio, and effects, and learn to manipulate color, lighting, and timing to increase your audience's emotional reaction to the spot. Last, learn the basics of layering sound effects, audio filters, and subtle volume adjustments to create an effective sound mix for your commercial.

Learning objectives
Marketing a brand
Understanding the role of the editor
Using style frames and temporary audio to previsualize the spot
Replacing hero shots
Building action montages
Timing the cuts to audio
Refining the cut
Adding color, lighting, and transition effects
Sound design

Concepts

0. Introduction

01 - Welcome
02 - Using the exercise files

1. Intro to Commercial Editing

03 - Marketing a brand
04 - Understanding the role of the editor

2. Preparing to Edit

05 - Introducing the brand assets
06 - Starting previsualization by laying down an audio track
07 - Sketching the visuals with style frames
08 - Adding custom effects to the previsualization timeline

3. Building the Rough Cut

09 - Replacing hero shots
10 - Building action montages
11 - Exploring montage editing options
12 - Exporting a reference rough cut movie for effects creation

4. Refining the Cut

13 - Replacing temp voiceover and music
14 - Timing the cuts to audio
15 - Adding the final hero shots with effects
16 - Refining the cut

5. Visual Effects

17 - Speed and timing effects
18 - Color effects
19 - Lighting effects
20 - Transition effects

6. Sound Design

21 - Setting up for sound design
22 - Tweaking sound effects for timed sound design
23 - Adding audio filters for creative sound design
24 - Clip volume adjustments
25 - Simple sound mix

Conclusion

26 - Next steps