Upcoming Dates
Weekend One: Nov 14 & 15, 2026 & Weekend Two: Nov 21 & 22, 2026
BE BETTER THAN AI | Craft Uncompromising Commercials & Social Campaigns
Social Media & Commercial Editing Essentials Workshop - $1,500
[FOUR-DAY INTENSIVE, 10am - 7pm, two consecutive weekends]
“Alan is a super-experienced editor and an amazing instructor. Taking his class made me realize how little I know about editing — it’s a good feeling! The workshop is hands-on and incredibly personalized. And you’ll never be able to find the things he’s teaching on YouTube or anywhere else.” - Alicia, Editor
Working in Adobe Premiere Pro, you will learn to master cinematic psychological and structural principles, multi-format workflows, sound design, and visual refinement without sacrificing your personal signature. In an era increasingly dominated by AI-generated content, standing out from the generic noise is no longer just a creative goal. It is a career necessity. Taste and the unshakeable belief in your own artistic framework are key. Even prompted footage sent by a client needs an editor’s eye, expertise, and care.
This intensive, hands-on workshop provides the tools and mindset to cultivate narrative craft, distinct visual authority, and creative confidence. You can be better than AI.
Over two weekends, participants learn to find their own line: the editing choices and instincts that make their work recognizably theirs, and how to hold that line under pressure. The focus is social media content and the psychology behind what makes an edit feel special, engaging, and memorable.
You will learn to plan a cut in your head before you touch the keyboard, a lost discipline that no AI shortcut can replace. You will then edit and finalize a professional, multi-platform social media campaign, leaving with a portfolio-ready body of work that no algorithm can replicate.
There will also be a Zoom Q&A session during the week between weekend class dates on Wednesday at 9 pm to discuss the progress of the homework.
Key Outcomes:
High-speed setup and creative editing workflows using Adobe Premiere Pro: project organization, color grading essentials, graphic design/text integration, and audio mixing• Understanding of the psychological and structural principles behind memorable content. Audience targeting, format-specific editing strategies, and export standards
Publishing strategy: release planning, metadata, hashtags, cross-device testing
Development of a bold, uncompromising personal aesthetic and voice (Taste), and the conviction to hold it
Advanced mastery of narrative construction, emotional pacing, and cutdown strategies
End-to-end campaign creation across multiple formats (16:9, 9:16, 1:1) tailored for platforms like Instagram, TikTok, and YouTube
Strategic use of AI tools for VO, music, and asset generation, as creative enhancers rather than creative replacements
Walk away with a ready-to-pitch 30“ commercial and a multi-format social campaign for your portfolio. Ready to get booked in the industry
Prerequisites: Basic knowledge of Adobe Premiere Pro, Avid Media Composer, or equivalent editing experience.
Instructor: Alan Rexroth | Senior Editor & Creative Director for brands like Mercedes, Sony, Nissan, Red Bull | https://whitehousepost.com/editors/alan-rexroth/reel/
Course Outline:
Weekend 1:
Day 1: Creative Vision & High-End Workflow
Welcome, workshop framework, participant goals
Outsmart AI & Narrative Supremacy: Analyzing iconic commercials across decades; what separates generic cuts from timeless visual storytelling?
The Power of Taste and Psychology: Psychological tricks, emotional arcs, and the strategic use of music and Voiceover to command attention
Production & Technical Setup: Insights into high-budget workflows, efficient project organization, footage management, and media handling in Premiere Pro
Brief Adobe Premiere Pro refresher and interface review
Participant Reel Analysis: Review and feedback session on participants' existing work to identify and sharpen individual styles. Setting the tasks for the upcoming days
Efficient project setup and footage organization. Import and review footage
Day 2: Scripting, Pacing & Crafting
Know your audience: Discuss various storytelling techniques and the power of a well-written Voiceover. Script and prompt an impactful VO
Know your platform: Editing considerations for main formats and cutdowns. Select and source music. Plan Artwork creation and handling, text animation
Find your line: Develop a personal editing voice and the discipline to keep it
Create and structure a proper footage selection
Start crafting the Edit: Hands-on editing session focusing on pacing, rhythm, transitions, keyframing, and visual impact
Weekend 2:
Day 3: Platform Strategy, AI Integration and Edit
Content Design for Modern Platforms: Adapt your structure for Instagram, TikTok, YouTube, and short-form video without losing visual integrity
Sequence planning, shot lists, and establishing a distinct brand identity across formats
Visual Enrichment: Typography, animated text, graphics, color grading, and creating multi-aspect ratio cutdowns. Generating assets, subtitles, graphics, and background elements
Multi-Format handling: Setting up timelines for 16:9, 9:16, and 1:1, footage organization, and asset design for immediate audience hook
Edit your content campaign 01: Transform longer formats into short formats and different framings
Day 4: Campaign Editing, Multi-Device Testing & Delivery
Edit your own content campaign 02: Final editing session; finalize the cuts into dynamic short-form assets
Color & Audio polish: Applying LUTs, look development, visual/sound effects, and professional audio mixing
Quality & Multi-Device Testing: Review edits on various devices (phone, laptop, monitors) and fine-tuning visual/audio balance
Finalizing the Content: Export standards, group review, feedback, and refining the commercial edit for impact
Create a strategic content release and publication plan. Budget and resource allocation tips
Final Presentation & Publishing Strategy: Strategic release planning, metadata, hashtags, group analysis of completed campaigns, Q&A, and wrap-up