Commercial Editing Techniques


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Rated 4.80 out of 5 based on 5 customer ratings
(5 customer reviews)
  • Learn the unique requirements of a commercial
  • Clarify your messaging
  • Make your business or product stand out
  • Increase Emotional Impact
  • Improve Brand Identity

Develop Your Editing Chops

Regardless of which editing software you use, the principles in this tutorial will apply. Often, improving your commercial requires taking a step back and having a friend critique it for you. But what good is criticism without advice? This tutorial emphasizes the constructive aspect of constructive criticism.

Learn from Real World Examples

It’s easy to fall in love with a shot, or a piece of dialogue, especially if you’ve put a lot of effort into it. This tutorial shows you some examples of when it’s best to throw it out, and when a shot can be salvaged through a few editing techniques.

Strengthen Your Messaging

Creating a wildly entertaining commercial is satisfying, and people will remember it for ages, but if they don’t remember the product or services behind it, then the commercial has failed to live up to its purpose. This tutorial takes a look at how to avoid such pitfalls, and make sure the product or service you’re advertising is ultimately star of the show.

Small Adjustments Can Make Big Changes

Sometimes a particular scene is falling just a little bit flat. We’ll teach you how we examine a scene and develop solutions, so that you can get the payoff you want, without having to go out and re-shoot.

About the Author:

Steve Martin and Abba Shapiro
Steve Martin is the creative force behind Ripple Training and has been using and teaching Final Cut Pro since 1999. Since Final Cut Pro's introduction, he has introduced thousands of people to Final Cut Pro through his classes, workshops and training products. He has consulted and/or trained for Apple, Adobe, Disney, Canon, Walmart and other companies. He is also a writer, producer and avid photographer.
Full Bio

Abba Shapiro is an award-winning writer/producer/director with 30 years of experience in video and film production. He has worked for a wide range of commercial, corporate and federal clients, including: USA Today, NASCAR, The Associated Press, NASA, Univision, Major League Baseball, Showtime, Viacom, The Discovery Channel, and CNN. Abba also teaches video editing on a variety of platforms, DSLR production and postproduction, scriptwriting, and Photoshop for video In addition, Abba conducts production workshops around the globe at conferences including NAB, IBC, InterBee, Photoshop World, and Macworld. When Abba is not bouncing around the globe teaching and consulting, he is probably following his passion, chasing light and shooting photos.
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5 reviews for Commercial Editing Techniques

  1. Avatar
    Rated 5 out of 5

    Glen (verified owner)

    Great tutorial, walks you through the process of improving your story!!

  2. Avatar
    Rated 4 out of 5

    Paul (verified owner)

    Couldn’t figure how to make it 4.5 stars and I wanted to be less than the max, so I had to make it 4 star. Why? Because the content is excellent, but it is based on just ONE commercial in the making! For the cost of this tutorial, I really expected more – 3 or 4 would have been nice. That would give me greater insight than just one. Like you don’t sell a cookery book with only 1 recipe.

  3. Avatar
    Rated 5 out of 5

    Hugh W. (verified owner)

    Another great tutorial by Steve and Abba. I work as an editor and I have found many useful tips and strategies here. Well worth buying. After watching these lessons I am able to work faster. Great as always.

  4. Avatar
    Rated 5 out of 5

    Guy H. (verified owner)

    This is excellent – not only a clear demonstration of sound principles, but also an insight into the creative process – particularly how much a second opinion (especially an experienced and well-informed one) adds huge value to the final product. Many thanks Steve and Abba – more please

  5. Avatar
    Rated 5 out of 5

    Julia B. (verified owner)

    Thanks for another great tutorial. I’ve been editing video for a small nonprofit and it helps to know how to combine story and branding to give the best message.

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