Assessor Resource

CUVPHI521A
Produce commercial photo images

Assessment tool

Version 1.0
Issue Date: March 2024


This unit applies to the production of commercial photo imaging products by advertising, architectural, commercial, fashion and industrial photographers. Working with limited or no supervision, commercial photographers usually respond to closed or open briefs supplied by art directors or direct clients. A normal commercial workflow requires liaison with designers, graphic designers, advertising agency creative team, art directors, post-production and pre-press coordinators. Commercial photographers are often responsible for supervising others (e.g. assistants).

This unit requires the application of skills and knowledge in order to respond to a brief, prepare quotes, plan and prepare shoots, process and optimise images, supply images to clients, bill clients, and liaise and consult with a range of associated and allied persons, work teams, government agencies and private enterprises.

This unit describes the performance outcomes, skills and knowledge required to produce commercial photo imaging products for art directors and direct clients.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)

Prerequisites

Not applicable.


Employability Skills

This unit contains employability skills.




Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the ability to:

apply a typical workflow in commercial photo imaging professional practice

interact and liaise with clients, art directors and associated professionals

apply business, coordination and negotiation skills to own photo imaging work practices

apply technical and imaging skills, including capturing and optimising commercial images.

Context of and specific resources for assessment

Assessment must ensure:

access to:

a range of photo imaging production equipment employed in a commercial context, such as cameras, computers, software, printers, darkrooms, lighting and accessories

a range of locations and studios for commercial photo imaging shoots

sources of information to research contemporary styles and conceptual and aesthetic approaches to commercial photo imaging

appropriate learning and assessment support when required

opportunity for collaboration with or in allied industries, such as design, fashion, make-up, food styling, engineering, architecture, graphic art and printing

the use of culturally appropriate processes, and techniques appropriate to the oracy, language and literacy capacity of the candidate and the work being performed.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

direct questioning combined with review of portfolios of evidence

review of third-party reports from experienced practitioners

direct observation of candidate applying a typical workflow in commercial photo imaging professional practice

case studies to assess candidate’s ability to research contemporary styles and conceptual and aesthetic approaches to commercial photo imaging

participation in and observation of professional design, advertising and photo imaging awards

review of photo imaging products against commercial industry standards and service specifications.

Assessment methods should closely reflect workplace demands (e.g. literacy) and the needs of particular groups (e.g. people with disabilities, and people who may have literacy or numeracy difficulties, such as speakers of languages other than English, remote communities and those with interrupted schooling).

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

CUVPHI516A Research the role and use of the photo image in visual communication

CUVPHI517A Research and exploit photo imaging trends

CUVPHI518A Explore the descriptive and emotive nature of photo lighting

CUVPHI519A Investigate and exploit innovative imaging options

CUVPHI520A Produce an innovative presentation of professional work

CUVPHI529A Employ colour management in a digital imaging workplace.


Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)


Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

Required skills

photo imaging skills to:

create and optimise files

film to commercial photo imaging industry standards

research skills to:

compare contemporary styles and conceptual or aesthetic approaches to commercial photo imaging

maintain professional practice arrangements for commercial photo imaging

critical thinking skills to:

recognise and address barriers to effective photo imaging workflow

reflect on and analyse own performance

literacy skills to develop and interpret business documents and contracts

numeracy skills to:

develop and use complex spreadsheets

maintain contractual and financial records for business and taxation purposes

prepare budgets, quotations and invoices for clients

planning and organising skills to:

coordinate activities of models, assistants, and creative and production teams

interpret and respond to photo imaging briefs

organise shoots on location or in studio and prepare shoot management timelines

communication skills to:

establish and nourish industry links with clients, contractors and employees

make business presentations

negotiate prices and fair exchange of services with clients and project stakeholders

negotiate with and relate to clients, models, creative team and project stakeholders

seek feedback from client or art director on shoot progress and image selection

work effectively with diversity and deal empathetically with subjects

learning skills to review personal performance within shoot context

problem-solving skills to identify and rectify equipment malfunction or failure

teamwork skills to work with production and creative teams

technology skills to check and reinstate equipment, studio and props.

Required knowledge

architectural, advertising, commercial, fashion and industrial photo imaging practices and products

business practice, including partnerships, contracts, intellectual property, copyright, legal, moral, insurance, financial, budget, political, OHS, licences and permits

nature of relationship between photo imaging practitioner and the client/art director

procedures for selecting, testing and evaluating technology to determine suitability for commercial production purposes

traditions and contemporary issues that inform commercial photo imaging practice

protocols for working with government institutions and regulations relating to commercial photo imaging practice.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Client brief may include:

closed and open brief

self-commissioned for folio or self-promotion.

Commercial photo imaging shoots may include:

advertising, both figurative and non-figurative

internal and external architectural

catalogue or corporate report

fashion and food

industrial, including small product or structural.

Sources of information may include:

contemporary media, such as newspapers, television and magazines

internet sites

interviews

personal experiences

professional awards

professional libraries

workshops, seminars and conferences.

Appropriate people may include:

members of creative teams:

art directors

client representatives

designers

members of relevant professional associations

mentors and peers

practising commercial photographers, photo imagists or members of allied fields.

Shoot responsibilities may include:

check estimate against budget and make necessary adjustments to date, props, location and talent

confirm budget with client

confirm legal aspects of the shoot, such as copyright, licensing issues and intellectual property rights

control the creative product and the shoot

negotiate and sign contract

pay bills of third-party suppliers and service providers

receive purchase order from client

select and hire models

select locations, props and backgrounds

send confirmation and quotation to client and include:

cover note

creative fee and usage

duration, media and region

terms and conditions

sign off on creative product.

Shoot requirements may include:

analog or digital capture technologies and supporting accessories

creative product:

how it is to be used

what the client specifies

food and accommodation

hire options for equipment

layout references

models, props and backgrounds

photo imaging lighting:

ambient

light painting/light tents

light/shadowless tables

mixed lighting

multi-flash

supplementary, such as electronic flash, tungsten and fluorescent

processing requirements for image work created

production team

studio or internal/external location

timelines for stages of commercial workflow

transportation of team and equipment

use of studio style or other as specified by client.

Professional practice arrangements may include:

contracts

copyright, licensing and intellectual property rights

creative product archive/digital asset management

financial management

insurance, including personal, public risk, accident and sickness, equipment

completed creative product transportation and storage

licences and permits

model and property releases

OHS

project budget management.

Shoot preparations may include:

assemble and check all equipment

brief assistants and other members of creative team

conceptualise involvement in creative process

confirm time, place and requirements for all aspects of the shoot that will be supplied by others

undertake weather check for location shoots.

Shoot context may include:

agreed sign-off protocols

application of teamwork and management skills conducive to a creative environment

colour management specifications

format and orientation of image

provision of innovative suggestions and options to improve creative product

scope of the brief

technical requirements of creative product

timelines.

Production team may include:

art director or direct client

assistants for:

camera equipment

digital systems

home economists

location scout

make-up artists, hairdressers and stylists

post-production coordinators

set builders.

Optimise images may include:

maintain quality and integrity of the digital data

process files:

capture

digital negative

RAW

bit depth

colour space

digital asset management

file dimensions and size in pixels

file format, such as:

joint photographic experts group (JPEG)

portable document format (PDF)

Photoshop Data (PSD)

tagged image file format (TIFF)

file naming, metadata, captions and inclusion of file information data

multiple file formats

transfer media, such as CD, DVD and internet

uncompressed and compressed files

retouch, enhance and photomontage (as requested)

use appropriate colour space.

Creative product may include:

colour film transparencies to specified format

digital files as specified

prints to specified size, mounting and finish.

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Evaluate requirements of client brief for a range of commercial photo imaging shoots 
Research sources of information for contemporary styles and conceptual and aesthetic approaches to similar commercial photo imaging shoots 
Clarify sample layouts and other visual references with appropriate people 
Prepare job, creative fee and usage estimates for a range of commercial photo imaging shoots 
Meet with client to confirm shoot responsibilities and define and refine shoot requirements 
Prepare terms, conditions and quotation for shoot according to client deadlines and check against initial estimate 
Make agreement and complete contract with client or commissioning agent where applicable 
Research and adopt professional practice arrangements for shoot and confirm with appropriate people 
Investigate site-specific OHS, licence and permit requirements 
Consider shoot requirements and make test shots to refine skills for shoot 
Prepare shoot management timelines and make appropriate shoot preparations 
Negotiate with necessary parties for access to models, locations and other subjects 
Capture in-production images to agreed style and content within shoot context 
Confirm any changes that occur during the shoot that may lead to cost variances with client or commissioning agent 
Work with production team, proof images and seek feedback from client/art director on shoot progress and image selection 
Optimise images and output creative product to agreed client specifications using industry standards 
Prepare work for electronic or physical dispatch and presentation/publication within the shoot context 
Prepare invoice or account for client 
Deliver completed images/creative product to client with invoice or account and copy of licence, and confirm client satisfaction 
Check and reinstate equipment, studio and props 
Catalogue and archive images or creative product appropriately 
Maintain contractual and financial records for business and taxation purposes 
Review client response and personal performance within shoot context 
Identify future opportunities, work directions, equipment needs and workflow changes resulting from the shoot 

Forms

Assessment Cover Sheet

CUVPHI521A - Produce commercial photo images
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I declare that the assessment tasks submitted for this unit are my own work.

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Assessment Record Sheet

CUVPHI521A - Produce commercial photo images

Student name:

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Assessment task 1: [title] Result: Competent Not yet competent

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