RappLearn’s masterclass: Professionals learn basics of vertical videos

MANILA, Philippines – How do you make people stop scrolling when the message you need to share is competing with thousands of other videos for their attention?

That was the question at the heart of RappLearn’s Scrollproof: A Vertical Video Masterclass on Friday, September 18, as professionals from different industries explored how to make short-form videos more effective without losing the message they want to communicate.

Rappler journalist JC Gotinga told participants that the challenge is not simply producing video, but finding a way to make a message competitive in an environment built around constant scrolling.

“You have messages that you need to put out in public, but the question is: how?” he said.

The one-day masterclass at the Rappler newsroom introduced participants to the fundamentals of vertical video, including conceptualizing and scripting, storytelling, shooting, and the realities of a rapidly changing digital landscape.

Throughout the masterclass, participants connected these principles to the challenges they face in their own industries — from reaching younger audiences to finding new ways to make products and brands more memorable.

Rethinking vertical video

For Justin Pardo, a digital creative associate at a wires and cables manufacturing company, the decision to explore vertical video came as his company began seeing stronger performance from video content compared with static posts.

His team had been comparing the metrics of their educational content and found that videos were reaching more people. This year, they also began exploring TikTok, even though Pardo felt the platform was “quite far” from their field of wires and cables, which traditionally reaches electricians and customers aged 30 and above.

“Our current dilemma in marketing is how to get the attention of the younger generation, since our target market is electricians in their 30s and above,” he said in a mix of English and Filipino. 

Because of this, Pardo, whose work focuses on digital and graphic design, wanted to strengthen his own production skills. During the masterclass, he got a closer look at the different stages of production, from planning and lighting to directing and editing.

One of his biggest realizations, however, was about the vertical format itself.

His team had been approaching vertical video mainly by repurposing content made for other platforms. They would take square videos made for Facebook, add a background, and export them in vertical format.

“We were just converting it so it would fit the platform,” Pardo said in a mix of English and Filipino. “[I realized] it’s more than just adjusting the video to fit a vertical format,” Pardo added.

He said that the masterclass led by Gotinga helped clear up these misconceptions by showing that creating for vertical needs to be planned right from the concept to filming stages. 

Starting with a good concept

This was also echoed by another participant, Franz San Diego, who works at a real estate company. He came to the masterclass with his colleagues wanting to better understand how to create vertical videos.

Before attending, he said he thought creating one was mainly about putting different scripts and shots together and stitching them into a finished video. But the session changed how he approached the process.

“Upon attending this workshop, [I realized] it really matters how you conceptualize it first,” San Diego said.

He realized that starting with the concept made the storytelling and production process simpler and more precise. It also made him see that content does not have to be complicated to work.

“Sometimes, keeping things simple is much, much better than overcomplicating it,” he said.

San Diego hopes to apply this approach to real estate marketing, using vertical video not only to generate engagement, but also to build familiarity with the brand among potential customers.

While it’s easy to sell to people already looking for property, he said his goal is to hook even the general public with his vertical videos. 

“Making someone who isn’t interested pay attention…that’s what I want to achieve,” San Diego said. “You might not be interested today, but eventually, when you are at that time, I want our company or our brand to have an impact on you,” he added. 

Join the next masterclass

The September 18 masterclass was the second run of Scrollproof: A Vertical Video Masterclass since it was launched on July 10, 2026. 

Designed for professionals, marketers, educators, and creators, the masterclass helps participants tell stronger stories through vertical video. Previous attendees included professionals from the corporate sector, government, academe, real estate, marketing, and non-government organizations. Learn more about Scrollproof here.

Ready to make people stop scrolling?

The October 23 session is almost full, with only a few slots remaining. Regular seats start at P15,000. Secure your slot now by clicking the button below:

For inquiries, email learn@rappler.com, and our team will respond to you. – Rappler.com