The program, module by module

The same example threads through half the course: a fictional coffee cooperative's video ad takes shape and gets adapted module after module, from the scenes to the final edit.

1. Anatomy of a video ad that converts

   Identify the four beats of a converting video ad — hook, problem, solution, CTA — and the cutting pace that sustains it.

2. Writing an advertising script

   Write a thirty-second script in two columns — voiceover and visual — calibrated to about seventy-five words to fit the time.

3. Generating visuals and scenes

   Break the script into scenes and write precise prompts — subject, action, setting, style — keeping visual consistency from one shot to the next.

4. AI voiceover

   Choose and direct an AI voiceover — tone, pace, emphasis — then sync it precisely to the length of each scene.

5. AI-assisted editing

   Edit the ad with AI tools — rhythmic cuts, purposeful transitions, proofread auto-subtitles — without losing control of the pacing.

6. Adapting an ad to multiple formats

   Adapt the same ad into story, reel, and classic spot formats, respecting each format's safe zones and its own CTA style.

7. Ad platform basics

   Check Meta Ads and TikTok Ads technical requirements — format, duration, subtitles, AI-content disclosure — before submitting a campaign.

8. Measuring and iterating

   Diagnose an underperforming ad by reading retention, click rate, and conversion in cascade, then test one change at a time.

9. Professional Integration and Certification

   Certification

   Cross-cutting module: portfolio/proof of skill, professional brand, interview practice, and job market activation — specific to this course's real career outcomes. Triggers generation of the final certificate.

How certification works

Three levels, from simplest to most demanding. Each one only claims what it actually verifies.

The distinction is added to your certificate of achievement — it never replaces it: nothing off-platform ever blocks the certificate itself.