Commercial Filmmaking & Storytelling
Learn how to create compelling films for brands, products and causes. This online course explores commercial filmmaking as a powerful storytelling tool—teaching you how to plan, pitch and produce visually engaging content that reflects brand identity and connects with audiences in a competitive digital landscape.
This course introduces the core principles of commercial filmmaking, combining creative storytelling with strategic brand communication.
You’ll explore how to develop film ideas that align with brand values, craft strong visual narratives, and understand the production process from concept to screen.
With a focus on short-form content for digital platforms, this course is ideal for those looking to break into advertising, branded content, or promotional filmmaking with industry-relevant, hands-on skills.
Throughout the course, learners will be introduced to the key stages of the commercial filmmaking process, from interpreting a client brief through to the delivery of a creative concept. A central aim is to teach how story and emotional engagement can be used as a tool for selling ideas, values, and products. Students will examine how brands use cinematic techniques to connect with audiences and will explore how to craft a narrative that reflects a brand’s voice and purpose.
Key learning outcomes include understanding how to develop and pitch an idea, how to direct with intent, and how visual elements - such as cinematography, editing, sound, and design and use these tools to contribute to cohesive and impactful visual outputs.
Learners will explore pre-production planning, location sourcing, casting, and the creative development of storyboards and pitch decks. There is also a strong focus on post-production, with learners introduced to video editing.
Throughout the course, real-world case studies will be examined to highlight industry expectations and professional standards, with an emphasis on the growing demand for content in digital spaces.
Whether learners are interested in agency work, in-house brand storytelling, freelance filmmaking, or creative direction, the course offers an industry-aligned skillset that enables them to develop and present their own visual output by the end of the programme.
RGU Upskilling
Undertaking a RGU online short course can help you to develop or change your career or support your business to grow.
We're proud to offer a range of online short courses tailored to meet the evolving needs of businesses and individuals in Scotland. If you are domiciled in Scotland, you will be eligible for a fee-waiver place, meaning you can study for free. Identified and created in collaboration with industry, these 15-credit online courses are designed to enhance employability for individuals and organisations looking to upskill their workforce.
Find out more about the range of courses on offer and the benefits of studying online with RGU:
Learning Methods
This module is delivered entirely online, using the University’s virtual learning environment, Moodle, through weekly pre-recorded lecture content and weekly live online support webinars.
The module is aimed at individuals interested in learning how to create short-form films that reflect the values, tone, and identity of a brand. It is designed to provide learners with a foundational understanding of commercial filmmaking - where creative storytelling meets strategy and visual communication.
Activity Summary
- Webinar - 25 students per group, 1 hour per week
Independent Study
Independent study will focus on the planning, development, and execution of each learner’s own visual output. This includes scripting, sourcing locations, organising production elements, and shooting footage. Learners are encouraged to manage their time effectively, apply taught skills independently, and reflect critically throughout the filmmaking process.
Assessment
Typically students are assessed via a Video Output Portfolio.
Staff delivering on this course
This course is delivered by a multi-award-winning filmmaker and Branch Member of BAFTA Scotland, with a strong background in screenwriting, producing, and directing. The teaching team brings years of experience in video production, media education, and creative practice. With an emphasis on real-world application, the course is shaped by those actively working in the industry. Lecturers are passionate about storytelling and hands-on filmmaking and bring this energy into every session. Staff involved have also been recognised by students through RGU’s STAR awards for their dedication to teaching and learning.
This course is ideal for anyone looking to break into the creative industries with a focus on commercial and branded content. By learning how to craft compelling visual stories for businesses, organisations, and clients, learners will gain skills that are highly relevant across advertising, marketing, digital content creation, and social media strategy. These are areas that continue to grow as businesses increasingly rely on video as part of their brand communication.
Completing this course can enhance job prospects in areas such as freelance video production, content creation for agencies or in-house teams, directing and producing commercial campaigns, or developing branded storytelling for charities and the third sector.
For those interested in further study, the course serves as a strong stepping-stone toward undergraduate degrees in film, media production, or creative communication.
At RGU, learners may consider progressing into courses such as the BA (Hons) Film & Media.
Whether used to boost a portfolio, support a career change, or enhance existing creative practice, this course provides valuable industry-relevant experience and a foundation for further growth.
Find out moreRGUflex
There are no prerequisites for this course.
Academic Year 2024/2025
Fee-waiver places
If you are domiciled in Scotland, you may be eligible for a fee-waiver place, meaning you can study for free.
To meet the requirements to be allocated a funded place, applicants must meet the criteria to be assessed as "Home" for the purposes of fees. Find out more about the Fee Status and the Scottish Government regulations that we use to make our assessment:
Eligibility is assessed on application and further evidence may be required.
All other applicants
Applicants who are not eligible for a fee-waiver place can pay to study the course - £500 for the entire course
Additional Costs
Some other costs are not included in the course fees:
Disclaimer
For new intakes, course fees are reviewed and published annually for each mode of delivery. Tuition fees are fixed for the duration of a course at the rate confirmed in the offer letter. For further information:
Any Questions?
Get in touch with the team and we'll do our best to help.