Mohamad Moftah

The Director’s Cut: Intermediate Advertising Workshop
In Cairo


Arab Film School minis, our two-day Advertising Directing Workshop designed for intermediate-level participants. Unleash your creativity and gain valuable insights into the art of directing impactful advertisements. Learn from industry experts, explore the intricacies of storytelling, and refine your directing skills.

Session 1: Foundations of Advertising Directing

  • 1. Introduction to Advertising Directing
    ▪ Overview of the role and responsibilities.
    ▪ Key skills and attributes of successful advertising directors.
  • 2. Understanding the Advertising Brief
    ▪ Interpreting client requirements and objectives.
    ▪ Collaborating with creative teams (copywriters, art directors, etc.).
  • 3. Concept Development
    ▪ Generating creative ideas.
    ▪ Ensuring concepts align with brand messaging and target audience.
  • 4. Storyboarding and Scriptwriting
    ▪ Translating ideas into visual storyboards.
    ▪ Writing compelling scripts that engage and persuade.
  • 5. Pre-Production Planning
    ▪ Casting and selecting talent.
    ▪ Choosing locations and props.
    ▪ Scheduling and budgeting for shoots.
  • 6. Directing Techniques for Advertisements
    ▪ Techniques for directing actors and non-actors.
    ▪ Creating a visual style that enhances the message.

Session 2: Execution and Post-Production

  • 1. Shooting the Advertisement
    ▪ On-set best practices.
    ▪ Working with cinematographers and production crews.
    ▪ Managing time and resources efficiently.
  • 2. Directing Performance
    ▪ Eliciting desired performances from talent.
    ▪ Adjusting direction based on on-set challenges.
  • 3. Post-Production Process
    ▪ Overview of editing, sound design, and visual effects.
    ▪ Collaborating with editors to ensure the vision is realized.
  • 4. Sound and Music in Advertising
    ▪ Selecting and directing sound design and music.
    ▪ Impact of audio elements on the viewer’s perception.
  • 5. Client Feedback and Revisions
    ▪ Managing feedback constructively.
    ▪ Iterative process of refining the advertisement.
  • 6. Final Delivery
    ▪ Formats and specifications for different media platforms.
    ▪ Ensuring the final product meets all technical and creative requirements.
  • 7. Case Studies and Examples
    ▪ Analysis of successful advertising campaigns.
    ▪ Learning from real-world examples.
  • 8. Q&A and Workshop Wrap-Up
    ▪ Open floor for participant questions.
    ▪ Recap of key points and takeaways


  • Duration

    2 Sessions, 3 hrs. per session

  • Date and time:

    • Fri. July 26th, 2024 from 6:00 PM to 9:00 PM
    • Sat. July 27th, 2024 from 6:00 PM to 9:00 PM
  • Venue

    MQR The GrEEK Campus Downtown, 171 Tahrir St, Ad Dawawin, Abdeen, Cairo Governorate

  • Terms and Conditions

    • Payments are pre-paid, 50% on booking and the other 50% to be paid maximum one day before the first day of the workshop.
    • Bookings are ONLY confirmed by paying 50% of the total fees.
  • Fees

    4,000 EGP

  • Method Of Payment

    • Cash
    • Vodafone Cash
    • InstaPay
    • Bank Transfer
    • Visa

    50% of the workshop fees confirm your registration, if you did not pay before we get the maximum number of participants, your registration is not valid.

  • Refund Policy

    • Two weeks before the workshop starting date participants can get a full-refund.
    • One week before the workshop starting date payment are non-refundable.
For more information please contact us: