Social Media Ads for ThreeAlfa Formation
Short form video ads for a private training center. Concepted, shot and cut for Instagram Reels.
The brief
ThreeAlfa Formation is a private training center with an audience of around 58,000 on Instagram. They needed short form video to sell courses there, where the thing an ad competes with is not another training center, it is everything else in the feed.
A long run of ads, each built around one trainer and one course: digital marketing, web development, motion design, photography, Power BI and the full media pack.
One format, a whole run
The interesting part of this project is not any single ad. It is that all of them came out of one system.
The same studio setup, the same lighting logic, the same typographic treatment, the same brand lockup in the same place. Change the trainer and change the course, and it still reads as ThreeAlfa inside the first second of somebody scrolling past. For a training center that is worth more than any one video, because people judge the account, not the post.
All of them are framed vertical for Reels rather than cropped down from a landscape master, and the titling is sized to be read on a phone at arm’s length, which is a different type decision from titling made to look right on a monitor. They run in French and in Arabic, set properly in both.
How they were made
Concept, shoot and edit, all by me. Working that way across a long run is what makes the run consistent in the first place: there is no brief being handed between a director and an editor who each interpret the format slightly differently.
- A setup built to be repeated. The lighting and framing were decided once and then rebuilt for every shoot, so an ad made months later still cuts against the first one.
- The monitor is the frame. Vertical is judged vertical on the day. Every one of these was composed on a monitor showing the 9:16 crop, not framed wide and rescued afterwards.
- One person talking to camera. These are people who teach, not performers. Getting an unrehearsed subject to look at ease is most of the work on a day like this, and it is the reason the setup stays simple rather than elaborate.
- Typography carrying the second half. Most of these are watched muted. The titles are not decoration on top of the speech, they are how the ad works when the sound is off.
