Course details

A two day workshop to heighten awareness of the skills behind successful storytelling on screen. We propose to examine the techniques used by film-makers to create memorable moments that engage audiences. These techniques can be applied to advertising work or appreciated in their own right.

Structure and Content of the Course:

Both days are a mixture of lecture and active participation.  (We begin with a brief summary of the areas of structure covered in the July 2013 course: it will not be necessary for participants to have attended that course)  We will focus on scenes, the smallest unit of dramatic tension. Over the course of the two days we will demonstrate how to identify different types of scenes:

  • scenes of decision;
  • scenes of preparation and aftermath;
  • scenes of orientation
  • scenes of illumination
  • scenes of a creative lie

We will show how each of these scenes have a specific structure and purpose. We will share the understanding of how to write and rewrite these scenes for maximum impact.

We will look in particular at the feature films The Sting and Catch Me If You Can. We will also look at the screenwriting in television productions The Bridge; Modern Family and Episodes.

Participants will write their own scenes (with and without dialogue) which will be workshopped in small groups. The same method will be used as during the summer course but the scene writing exercises will be new to all attendees.

Learning Outcomes:

By the end of the two days all attendees will have been given a thorough grounding in the grammar of cinema including:

  • a new and energising way of clarifying their stories
  • a repeatable and objective method of interrogating creative work
  • a clearer understanding of the effect of creative choices on audience
  • a new way of playing
Updated on 08 November, 2015

About Institute of Advertising Practitioners in Ireland

IAPI is the leading representative and advocacy organisation for the Irish marketing and communications sector. they members include all the full service creative ad agencies, media agencies and digital specialists. they give advertising a voice.

What they do

  • they are the public voice for they industry.
  • they develop talent and skills
  • they uphold standards of professionalism that deliver value for members, consumers and business.

they work covers different types of lobbying and negotiations, guidance notes,  industry-specific publications, award schemes and events.

IAPI is driven by its members. The board is elected by the members. Members decide the priorities and drive they agenda. The staff listen and respond to members concerns.

Thank you for trusting us to be ythey collective voice.

You can find out all about what they achieved in 2013 from they annual review below. 

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