Alejandro Urman

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Advert ● February 2025

M-VAVE Foot Controller

With this spec ad, I strived to create an ad that showcases the real-world use of the M-VAVE MIDI Foot Controller Pedal. This is a great tool for guitarists who want a physical controller for their digital guitar plugin to switch between guitar sounds seamlessly. Whether transitioning from a clean, harmonic rhythm tone to a sharp, distorted lead, this pedal makes it easy to take on multiple roles mid-song, much like using a loop pedal.

For this ad, I wanted to push my creative boundaries by experimenting with new video and animation techniques. I incorporated super-zooms, glass animations, rotating product close-ups, 3D text and ring animations, all designed to compliment the visual storytelling and present the product in a more engaging and dynamic way.

This ad showcases the M-VAVE Foot Controller in a real, practical application that resonates with guitarists. More importantly, it presents the product in a short, visually engaging, and dynamic format that brings it to life on screen.

Video edited & graded in DaVinci Resolve

Video

VIDEO STILLS

Advert ● November 2024

Force USA Folding Bench

I wanted to expand my advertising portfolio into the fitness industry, and with this spec ad, I set out to showcase the versatility and practicality of the Force USA Foldable Home Bench in a real-world setting. My goal was to bring the core message, “Turn your home into a gym,” to life by transitioning from a warm, sunset-lit living room to a focused, blacked-out setting, illustrating how the bench transforms a living space into an intense workout environment.

I aimed to present the bench as a reliable fitness tool, supporting a range of heavy exercises, while offering the convenience of folding compactly to leave the room clean and uncluttered afterward. I also strived to integrate the Force USA branding naturally throughout the ad, ensuring a consistent brand presence as the gym-goer worked out.

How I Shot | Behind The Scenes
Discover the creative process behind transforming a living room into a cinematic home gym.

Video edited & graded in DaVinci Resolve

Video

VIDEO STILLS

Advert ● October 2024

Rode M5 Mic

I set out to create an ad that showcases the real-world versatility of the Rode M5 microphone. Whether it’s for music recording, voiceovers, or sound effect capture, the Rode M5 excels.

To highlight its clarity and sensitivity, I recorded a natural acoustic guitar performance directly with the Rode M5, which serves as the foundation for the ad’s audio.

Additionally, I aimed to highlight Rode’s commitment to quality by showcasing the signed golden Quality Control Certificate included with the microphones. This certificate verifies the matched sensitivity of both units, underscoring the brand’s dedication to providing quality in the market.

How I Shot | Behind The Scenes
Explore the concepts, creative process and techniques behind crafting the Rode M5 Spec Ad.

Video edited & graded in DaVinci Resolve

Video

VIDEO STILLS

Advert ● September 2024

VEVOR Folding Wagon Cart

I set out to create an ad for a product that wasn’t originally marketed to the audience I’m targeting.

Whilst this type of cart was originally designed and advertised for camping or beach use, many creators like myself rely on them to haul heavy, bulky equipment to shoots.

My goal was to make a relatable and authentic ad that positions the cart as an essential tool for creators. From transporting gear to keeping things organised on set, and handling various terrains with ease, the ad positions the cart as a companion for creators.

How I Shot | Behind The Scenes
Go behind the scenes to see how I positioned a camping cart as a companion for creators.

Video edited & graded in DaVinci Resolve

Video

VIDEO STILLS

Advert ● June 2024

Dunlop Music

This spec ad features Jim Dunlop’s Formula 65 Cleaner & Polish and Formula 65 Ultimate Lemon Oil.


During the busy months of the first half of the year, my guitar gathered dust as I focused on other projects. Realising that many people can relate to their hobbies taking a backseat when life gets busy, I saw an opportunity to create a genuinely relatable ad.


My aim was to craft an ad that understood and reflected the brand’s audience in a real-world manner. For guitar enthusiasts, it offers a realistic, down-to-earth depiction of their own experiences and needs with music. Seeing their own experiences depicted in the ad and feeling understood, creates a deep connection of trust with the brand.

Video edited & graded in DaVinci Resolve
Music composed & mastered in FL Studio

Video

VIDEO STILLS

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Take The Challenge

69 people have taken the challenge!

Can you edit faster than the B-Roll Fade & Finish PRO System?

First, Download the Challenge DaVinci Resolve Project Archive:

Download

Then, follow these simple steps to Import the Project Archive into DaVinci Resolve:

  1. Download & Unzip: Click the download button above and extract the .zip file to your computer. You will see a folder ending in .dra (DaVinci Resolve Archive).

  2. Open the Project Manager: Launch DaVinci Resolve. If you are already in a project, click the Home icon in the bottom right corner to open the Project Manager.

  3. Restore the Archive: Right-click in any empty gray space within the Project Manager window and select “Restore Project Archive…”

  4. Select the Folder: Select the “Take The Challenge.dra” folder and click Open.

  5. Ready to Edit: The project will appear with all the necessary image assets loaded and ready for you to take the challenge.

Then, Choose Your Method below and Start the Stopwatch when you’re ready –

00:00

Time to Beat

Using the PRO Method: 02:14

Using the FREE Method: 03:18

Using the Native Method: 05:21

Choose Your Method

Editing Challenge Steps

For users using only native DaVinci Resolve tools.

Phase 1: The Foundation

Setting up base footage and initial blur transition.

  1. Setup A-Roll: Drag the A-Roll Image from the Media Pool onto Video Track 1.
  2. Add Adjustment Clip: Open the Effects tab (top-right) and drag an Adjustment Clip onto Video Track 2.
  3. Apply Blur: Drag Gaussian Blur (Resolve FX -> Filters) effect onto the Adjustment Clip at Video Track 2.
  4. Animate Blur: With the playhead at the start of the Adjustment Clip, keyframe Blur Strength at 0.000 in the Inspector. Move playhead forward 10 frames and keyframe it at 0.600.

Phase 2: Background Dim & B-Roll Setup

Creating dim transition and preparing first B-Roll.

  1. Create Dim: Drag a Solid Color (Generators category in Effects tab) onto Video Track 3.
  2. Animate Dim: With the playhead at the start of the Solid Color, keyframe Opacity at 0.00 in Inspector. Move playhead forward 10 frames and keyframe it at 40.00.
  3. Place First B-Roll: Drag your first B-Roll Image from the Media Pool onto Video Track 4.
  4. Crop B-Roll: Use the Cropping sliders in the Inspector or the Crop option in the dropdown menu located under the Viewer, to crop to the designated boundary.
  5. Scale & Position B-Roll: Use the Zoom & Position sliders in the Inspector or the Transform option in the dropdown menu located under the Viewer, to scale and center the image.

Phase 3: Polish & Movement

Adding styling and entrance fade animation.

  1. Add Border: Drag the Outer Stroke effect (Effects category in Effects tab) onto the B-Roll image. Set Border Edge to ‘Circle’ and the color to light grey (e.g. #8a8a8a).
  2. Add Subtle Drop Shadow: In the Inspector’s Shadow section of the Outer Stroke effect, set Softness to 0.0112, Light Distance to 0.96, and Blend to 0.75.
  3. Set Animation Keyframes: Ensure the playhead is already forward 10 frames. In the Video tab of the Inspector, set keyframes for both Position and Opacity (under Composite) without changing the values.
  4. Entrance Animation: Move the playhead to the start of the B-Roll clip. Adjust the Y Position in Inspector down by about 100.000 and then set the Opacity (under Composite) to 0.00.

Phase 4: Final Adjustments & Batch

Final framing and batch applying effects.

  1. Extend Timeline: Add subsequent B-Roll Images from Media Pool to Video Track 4. Extend Video Tracks 1, 2 & 3 to match the total length of your B-Roll sequence.
  2. Final Crop, Scale & Position: For each remaining B-Roll image, repeat Steps 8 and 9 to ensure individual cropping and centering are correct.
  3. Batch Apply Attributes: Select the first B-Roll image and press Ctrl + C. Select all remaining B-Roll images and press Alt + V to open the Paste Attributes panel. Check only the Fusion Effects box and click Apply.

Editing Challenge Steps

For users utilising the free version of the B-Roll Fade & Finish tool.

Phase 1: The Foundation

Setting up base footage and A-Roll tool.

  1. Setup A-Roll: Drag the A-Roll Image from the Media Pool onto Video Track 1.
  2. Add Adjustment Clip: Open the Effects tab (top-right) and drag an Adjustment Clip onto Video Track 2.
  3. Apply A-Roll Effect: Drag and drop the ‘A-Roll Blur & Dim’ effect onto the Adjustment Clip on Video Track 2.

Phase 2: B-Roll Setup & Framing

Applying B-Roll tool and framing.

  1. Place First B-Roll: Drag your first B-Roll Image from the Media Pool onto Video Track 3.
  2. Apply B-Roll Effect: Drag and drop the ‘B-Roll Fade & Finish – FO’ effect onto the B-Roll Image on Video Track 3.
  3. Move Playhead: Move the Playhead forward 10 frames. In the dropdown menu located under the Viewer, select the Fusion Overlay option.
  4. Crop, Scale & Position: From the Starting Position, use the Outer Frame and Left Point to crop the B-Roll. Use the Inner Frame to scale the B-Roll image and the Right Point to center it.

Phase 3: Animation & Extension

Setting keyframes and extending timeline.

  1. Set Keyframe: With the Playhead still at 10 frames, click the keyframe icon next to the ‘Center’ parameter (under Scale & Positioning) in the Inspector.
  2. Animate Position: Move the Playhead to the start of the B-Roll clip. In the Inspector, adjust the Y Center slider down by approximately 100.000.
  3. Extend Timeline: Add subsequent B-Roll Images from Media Pool to Video Track 3. Then extend the A-Roll (Video Track 1) and Adjustment Clip (Video Track 2) to match the total length of your B-Roll sequence.

Phase 4: Batch & Final Adjustments

Batch applying effects and final framing.

  1. Apply B-Roll Effect to Second B-Roll: Drag the ‘B-Roll Fade & Finish – FO’ effect from the Effects tab onto the second B-Roll image and set the Fade In Duration to 0.0 in the Inspector.
  2. Batch Apply Attributes: Select the second B-Roll image and press Ctrl + C. Select all remaining B-Roll images and press Alt + V to open the Paste Attributes panel. Check only the Fusion Effects box and click Apply.
  3. Final Crop, Scale & Position: Repeat Step 7 for each remaining B-Roll image to ensure individual cropping and centering are correct.

Editing Challenge Steps

For users utilising the B-Roll Fade & Finish PRO System.

Phase 1: The Foundation

Setting up base footage and PRO A-Roll tool.

  1. Setup A-Roll: Drag the A-Roll Image from the Media Pool onto Video Track 1.
  2. Add Adjustment Clip: Open the Effects tab (top-right), go to the Effects category, and drag an Adjustment Clip onto Video Track 2.
  3. Apply A-Roll Effect: Drag and drop the ‘A-Roll Blur & Dim PRO’ effect onto the Adjustment Clip on Video Track 2.

Phase 2: B-Roll Setup & Framing

Applying PRO B-Roll tool and framing.

  1. Place First B-Roll: Drag your first B-Roll Image from the Media Pool onto Video Track 3.
  2. Apply B-Roll Effect: Drag and drop the ‘B-Roll Fade & Finish PRO’ effect directly onto the B-Roll Image on Video Track 3.
  3. Move Playhead: Move the Playhead forward 10 frames. In the dropdown menu located under the Viewer, select the Fusion Overlay option.
  4. Crop, Scale & Position: Use the Diagonal Points to crop the B-Roll to the designated boundary. Use the Outer Frame to scale the image and the Center Point to position it within the composition.

Phase 3: Animation & Extension

Setting movement and extending timeline.

  1. Configure Animation: In the Inspector panel, go to the ‘Fade & Animation’ section and set the In Animation parameter to ‘Up’.
  2. Extend Timeline: Add subsequent B-Roll Images from Media Pool to Video Track 3. Then extend the A-Roll (Video Track 1) and Adjustment Clip (Video Track 2) to match the total length of your B-Roll sequence.

Phase 4: Batch & Final Adjustments

Batch applying effects and final framing.

  1. Apply B-Roll Effect to Second B-Roll: Drag the ‘B-Roll Fade & Finish PRO’ effect from the Effects tab onto the second B-Roll image and set the Fade In Duration to Static in the Inspector.
  2. Batch Apply Attributes: Select the second B-Roll image and press Ctrl + C. Select all remaining B-Roll images and press Alt + V to open the Paste Attributes panel. Check only the Fusion Effects box and click Apply.
  3. Final Crop, Scale & Position: Repeat Step 7 for each remaining B-Roll image to ensure individual cropping and centering are correct.