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Evidence Guide: CUVPHI506A - Produce commercial photoimages

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

CUVPHI506A - Produce commercial photoimages

What evidence can you provide to prove your understanding of each of the following citeria?

Establish and define requirements for a range of commercial projects.

  1. Evaluate requirements of clientbrief for a range of commercial photoimaging shoots.
  2. Research sources of information for contemporary styles and conceptual/aesthetic approaches to similar commercial photoimaging shoots.
  3. Clarify sample layouts/other visual references with appropriate person/s.
  4. Prepare job, creative fee and usage estimates for a range of commercial photoimaging shoots.
  5. Meet with client to confirm shootresponsibilities and refine/define shoot requirements.
  6. Prepare terms and conditions/quotation for shoot in accordance with client deadlines and check against initial estimate.
  7. Make agreement and complete contract with client or commissioning agent (where applicable).
Evaluate requirements of clientbrief for a range of commercial photoimaging shoots.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Research sources of information for contemporary styles and conceptual/aesthetic approaches to similar commercial photoimaging shoots.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Clarify sample layouts/other visual references with appropriate person/s.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Prepare job, creative fee and usage estimates for a range of commercial photoimaging shoots.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Meet with client to confirm shootresponsibilities and refine/define shoot requirements.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Prepare terms and conditions/quotation for shoot in accordance with client deadlines and check against initial estimate.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Make agreement and complete contract with client or commissioning agent (where applicable).

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Prepare for shoot.

  1. Research/adopt professional practice arrangements for shoot and confirm with appropriate person/s.
  2. Investigate site-specific OHS, licence and permit requirements.
  3. Consider shoot requirements and make test shots to refine skills for shoot.
  4. Prepare shoot management timelines and make appropriate shoot preparations.
  5. Negotiate with necessary parties for access to models, locations and other subject/s.
Research/adopt professional practice arrangements for shoot and confirm with appropriate person/s.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Investigate site-specific OHS, licence and permit requirements.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Consider shoot requirements and make test shots to refine skills for shoot.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Prepare shoot management timelines and make appropriate shoot preparations.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Negotiate with necessary parties for access to models, locations and other subject/s.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Shoot images, proof and optimise work to client specifications.

  1. Capture in-production images to agreed style and content within shoot context.
  2. Confirm (with client/commissioning agent) any changes that occur during the shoot that may lead to cost variances.
  3. Work with production team, proof images and seek feedback from client/art director on shoot progress and image selection.
  4. Optimiseimages and output creative product to agreed client specifications using industry standards.
  5. Prepare work for electronic/physical dispatch and presentation/publication within the shoot context.
  6. Prepare invoice/account for client.
  7. Deliver completed images/creative product to client with invoice/account and copy of licence and confirm client satisfaction.
Capture in-production images to agreed style and content within shoot context.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Confirm (with client/commissioning agent) any changes that occur during the shoot that may lead to cost variances.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Work with production team, proof images and seek feedback from client/art director on shoot progress and image selection.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Optimiseimages and output creative product to agreed client specifications using industry standards.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Prepare work for electronic/physical dispatch and presentation/publication within the shoot context.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Prepare invoice/account for client.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Deliver completed images/creative product to client with invoice/account and copy of licence and confirm client satisfaction.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Wrap up and review shoot.

  1. Check and reinstate equipment, studio and props.
  2. Catalogue and archive images/creative product appropriately.
  3. Maintain contractual and financial records for business and taxation purposes.
  4. Review client response and personal performance within shoot context.
  5. Identify future opportunities, work directions, equipment needs and workflow changes resulting from the shoot.
Check and reinstate equipment, studio and props.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Catalogue and archive images/creative product appropriately.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Maintain contractual and financial records for business and taxation purposes.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Review client response and personal performance within shoot context.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify future opportunities, work directions, equipment needs and workflow changes resulting from the shoot.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

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.

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

Evidence of the following is essential:

ability to apply a typical workflow in commercial photoimaging professional practice

ability to interact and liaise with clients, art directors and associated professionals

ability to apply business, coordination and negotiation skills to own photoimaging work practices

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

Context of and specific resources for assessment

Assessment must ensure:

access to a range of photoimaging production equipment employed in a commercial context (e.g. cameras, computers, software, printers, darkrooms, studios, lighting, accessories)

access to a range of locations and studios for commercial photoimaging shoots

access to sources of information to research contemporary styles and conceptual/aesthetic approaches to commercial photoimaging

opportunity for collaboration with or in allied industries (e.g. design, fashion, make-up, food styling, engineering, architecture, graphic art, printing)

access to appropriate learning and assessment support when required

the use of culturally appropriate processes, and techniques appropriate to the oracy, language and literacy capacity of the assessee 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 and third party workplace reports of on-the-job performance by candidate

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

case studies to assess candidate's ability to research contemporary styles and conceptual/aesthetic approaches to commercial photoimaging

participation in/observation of professional design, advertising and photography/photoimaging award/s

review of photoimaging products against commercial industry standards and service specifications.

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

CUVPHI501A Research role and use of the photoimage in visual communication

CUVPHI502A Research and exploit photoimaging trends

CUVPHI503A Explore the descriptive and emotive nature of photo lighting

CUVPHI504A Investigate and exploit innovative imaging options

CUVPHI505A Produce an innovative presentation package of professional work

CUVPHI514A Employ colour management in a digital imaging workplace.

Required Skills and Knowledge

Required skills:

photoimaging skills sufficient to create/optimise files and film to commercial photoimaging industry standards

research skills sufficient to:

compare contemporary styles and conceptual/aesthetic approaches to commercial photoimaging

maintain professional practice arrangements for commercial photoimaging

critical thinking skills sufficient to:

recognise/address barriers to effective photoimaging workflow

employ reflective questioning to analyse performance

literacy skills sufficient to develop and interpret business documents and contracts

numeracy skills sufficient to:

develop and use complex spreadsheets

maintain contractual/financial records for business/taxation purposes

prepare budgets, quotations and invoices for clients

planning and organising skills sufficient to:

coordinate activities of models, assistants, creative and production teams

interpret and respond to photoimaging briefs

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

communication skills sufficient to:

establish/nourish industry links with clients, contractors and employees

make business presentations

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

negotiate/relate with clients, models, creative teams and project stakeholders

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

work effectively with diversity and deal empathetically with subjects

learning skills sufficient to review personal performance within shoot context

problem solving skills sufficient to identify/rectify equipment malfunction/failure

teamwork skills sufficient to work with a production team

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

Required knowledge:

architectural, advertising, commercial, fashion and industrial photoimaging practices and products

business practice (e.g. partnerships, contracts, intellectual property, copyright, legal, moral, insurance, financial, budget, political, OHS, licences and permits)

relationship between photoimaging practitioner and the client/art director

selection, testing and evaluation of technology to ascertain suitability for commercial production purposes

traditions and contemporary issues that inform commercial photoimaging practice

working with government institutions/regulations relating to commercial photoimaging practice.

Range Statement

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 brief/open brief

self-commissioned for folio or self-promotion.

Commercial photoimaging shoots may include:

advertising (figurative, non-figurative)

architectural (internal, external)

catalogue/corporate report

fashion/food

industrial (small product, structural).

Sources of information may include:

contemporary media (newspapers, television, magazines)

internet sites

interviews

personal experiences

professional awards

professional libraries

workshops, seminars, conferences.

Appropriate person/s may include:

members of creative teams

art directors

client representatives

designers

members of relevant professional associations

mentors/peers

practising commercial photographers, photoimagists or members of allied fields.

Shoot responsibilities may include:

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

confirm budget with client

confirm legal aspects of the shoot (e.g. copyright, licensing issues and intellectual property rights)

control the creative product and the shoot

negotiate and sign contract

pay bills of third party suppliers/service providers

receive purchase order from client

select and hire model/s

select locations, props, backgrounds

send confirmation/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:

analogue or digital capture technologies and supporting accessories

food and accommodation

layout references

model/s, props, backgrounds and hire options for equipment

photoimaging lighting:

ambient

light painting/light tents

light/shadowless tables

mixed lighting

multi-flash

supplementary (electronic flash/tungsten/fluorescent/other)

processing requirements for image work created

production team

studio, location (internal/external)

the creative product (how it is to be used/what the client specifies)

timelines for stages of commercial workflow

transportation of team/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; 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/members of creative team

conceptualise involvement in creative process

confirm time/place/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/orientation of image

provision of innovative suggestions/options to improve creative product

scope of the brief

technical requirements of creative product

timelines.

Production team may include:

art director/direct client

assistants for:

camera equipment

digital systems

home economists

location scout

make-up artists, hairdressers and stylists

post-production coordinator/s

set builders.

Optimise images may include:

maintain quality/integrity of the digital data

process files:

capture

digital negative

RAW

bit depth

colour space

digital asset management

file dimensions/size in pixels

file format (e.g. JPEG, TIFF, PSD, PDF)

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

multiple file formats

transfer media (e.g. CD, DVD, internet)

uncompressed/compressed files

retouch, enhance, photo-montage (as requested)

use appropriate colour space.

Creative product may include:

colour film transparencies to specified format

digital files as specified

print/s to specified size, mounting and finish.