IN THIS WORKSHOP
Workshop Goal: This workshop aims to guide students through the complete pre-production process of a professional commercial, from concept to client-ready package.
Final Project: By the end of the workshop, each student or group (Depending on number of students) will have developed a complete commercial pre-production package, ready to be shot. While this workshop does not include filming, it is designed to reflect real industry workflows and deliverables.
On-Set Shadowing Opportunity: Select students or group will be chosen (Depending on their performance in the flinal project) to accompany the instructor on set during her next commercial project (The date of which will be set by the instructor depending on her schedule), offering a unique chance to observe a real shoot in action and gain behind-the-scenes exposure to a professional commercial production environment.
Introduction & Industry Overview
- Introduction
- Overview of the advertising industry in Egypt and the Arab world
- Progress and changes in ads production field through time
- AI impact on commercial ads field
- Quick introduction to the three production phases:
– Pre-production
– Production
– Post-production
- Case analysis: deconstructing successful ad campaigns from a production perspective
Creative Foundations
- Understanding insights, tone of voice, main concept, execution
- Balancing creative vision with production feasibility
- Overview of key departments within an agency:
– Creative Team
– Art Direction Team
– Account Management Team
– Production Team
Creative in Action & Team Roles
- Hands-on exercise: working with a real brief
- Assignment from a creative perspective
- How producers coordinate and communicate with each team
- Role-play simulation: internal communication scenarios
Pre-Production Planning
- Pre-production planning
- Breaking down Directors treatment into production elements
- Selecting directors, crew, and key collaborators
- Location scouting
- Building storyboards, moodboards, wardrobe, casting sheets
- How to run an efficient and focused Pre-Production Meeting (PPM)
On-Set Production Management
- Scheduling and managing shoot days
- Overseeing logistics, timelines, and resource flow
- Role hierarchy on set (individual roles of a production team)
- Introduction to the role of everyone on set, not only key crew
On-Set Challenges & Budgeting
- Crisis management and decision-making under pressure
- Case study: real production challenges and how they were handled
- Budgeting and cost management
- Translating director’s treatment to a final quotation
Advanced Budgeting & Post-Production
- Managing open vs fixed budgets
- Real-world budgeting constraints and how to work around them
- Post-production workflow
- Working with editors, colorist, sound designers, audio mix, animation
Finalization & Future Trends
- Managing rounds of edits and handling client feedback
- Ensuring final deliverables meet technical and creative expectations
- Discussing final student projects
- Open questions
About Hagar
Hagar Amer is an Egyptian producer who graduated from the German University in Cairo with a Bachelor’s degree in Applied Arts, majoring in Media. She pursued a Master’s degree in Interactive Media Composition. Hagar began her career as an assistant producer and assistant director, eventually choosing to focus on production and went on to establish her own production house.She has executed and contributed to the success of numerous major media campaigns for brands such as Banque Misr, OLX, Biskrem, Pepsi, Visa, Noon, 57357 Hospital, Cairo University, and many others.
Hagar's Works
More Information
Duration
- Number of sessions: 9 Sessions
Fees
- 16000 EGP
Venue
- AFS– Heliopolis
Date and Time
- Mon, Nov 10, 2025 – 7:00 PM to 10:00 PM
- Thu, Nov 13, 2025 – 7:00 PM to 10:00 PM
- Mon, Nov 17, 2025 – 7:00 PM to 10:00 PM
- Thu, Nov 20, 2025 – 7:00 PM to 10:00 PM
- Mon, Nov 24, 2025 – 7:00 PM to 10:00 PM
- Thu, Nov 27, 2025 – 7:00 PM to 10:00 PM
- Mon, Dec 1, 2025 – 7:00 PM to 10:00 PM
- Thu, Dec 4, 2025 – 7:00 PM to 10:00 PM
- Mon, Dec 8, 2025 – 7:00 PM to 10:00 PM
Refund Policy
- Before Monday, October 20, 2025 – Participants will receive a full refund
- From Monday, October 20 to Sunday, November 2, 2025 – Participants will receive a 50% refund of the total price
- From Monday, November 3, 2025 onwards – No refunds will be issued