About the Program

Visual Storytelling is a new form of filmmaking that combines directing, cinematography, post-production, and AI into a single, cohesive creative process.

Contemporary film, advertising, and premium content are no longer produced within strictly compartmentalized departments. Creatives who understand the entire pipeline—from concept to visuals to the final product—are the most sought-after professionals in the industry. The program at AMA Kraków is built around this shift.

You’ll learn how to direct a scene and work with actors. You’ll learn to use framing, movement, and lighting as a language, not just a technique. You’ll learn to edit narratively and think in terms of rhythm. And you’ll learn to use AI thoughtfully—from visual references in pre-production to integrating generative content with filmed footage.

Not just one role—the entire film. The program culminates in the production of an original film project, which also serves as the first entry in the student’s portfolio.

Who is it for?

This program is for people who:

• want to enter the world of film, advertising, and new media on a solid foundation,

• are interested in cinematography, storytelling, camerawork, editing, or directing,

• They don’t want to limit themselves to a single specialization at the beginning,

• want to learn how to work as part of a team and understand the entire production pipeline,

• They want to create short films, online content, and modern visual projects.

What You’ll Learn

As you learn, you’ll cover the basics:

• visual narrative and the language of film,

• directing and scene-setting,

• working with the camera, composition, movement, and lighting,

• narrative structure and rhythm,

• project work in a team,

• the use of AI to support the creative process.

What Is Learning Like?

The program is based on hands-on practice, exercises, and project work. Students will learn the fundamentals of directing, cinematography, and post-production, gaining an understanding of the entire process of creating contemporary audiovisual works. This program provides a broad foundation and prepares students for further specialization.

Learning Outcome

Upon completing the program, students will understand the fundamentals of contemporary audiovisual language, be able to design and produce a short visual piece, and work effectively with imagery, narrative, and modern tools. This provides a solid foundation for further development in directing, cinematography, or post-production.

FAQ — Visual Storytelling Kraków (On-Campus)

What is visual storytelling, and how does it differ from directing or cinematography?
This is an introductory program—it combines elements of directing, cinematography, editing, and post-production into a single curriculum. Directing and Cinematography are specializations for those who already know which direction they want to pursue. Visual Storytelling is for those who want to first understand the entire filmmaking process before choosing their own path.

Do you need to have previous experience in filmmaking?
No. The program starts from the basics—cinematic language, camera work, and scene-building. No portfolio or prior experience is required. What matters most is a curiosity about the visual medium and a willingness to engage in project-based work.

Does the program include work with AI?
Yes, and not as a separate module—AI is built into the entire process: from reference generation and pre-production, through cleanup in post-production, to the integration of generative content with filmed footage. You learn to use AI as a tool to support creative decision-making, not as a substitute for thinking.

What can I do after I graduate from this program?
Visual Storytelling provides a foundation for further specialization—whether at AMA or elsewhere. Graduates are able to independently plan and produce a short audiovisual piece: from the script to the finished film. This opens the door to working on content for brands, online formats, low-budget productions, and creative projects.

What does the diploma entail?
The basis for passing the course is the completion of an original film project presented publicly before a committee. In addition to the practical exam, there is a theoretical exam. Graduates receive a diploma from the AMA Film Academy.

Can I continue my studies at AMA at a higher level after completing this program?
Yes. Visual Storytelling is a natural starting point for programs such as Directing, Cinematography, and VFX & AI Production. The program provides an understanding of the entire production pipeline, which makes it easier to transition into any of these specializations.

Degree in [Field of Study]

To pass the course and earn a diploma, students must submit a graduation film to be screened in front of an audience during an open exam and pass a theoretical exam. Students who pass receive an AMA FILM ACADEMY diploma.

A program supported by the Polish Film Institute