green= changes made to original answer
pink =Mark I got
1. Explain the client requirements of this brief, outlining which are explicit, implicit and open to interpretation (10)(9)
In this brief it has implicit instructions that the video must be child-friendly. This is implied in the target audience ages. The target audience is open to interpretation as the only information provided is the age range of 8-14. It explicitly mentions the footwear must be included, along with the company's name , logo and contact details, a four shots minimum and one shot of target audience on the street using the product. The areas that are ;eft for interpretation include the length, if it fits between 20 and 40 seconds as well as the music used in the video. In addition there are explicit instructions for the video to be finished before five weeks pass.
3. What potential legal issues will need to be addressed? Outline briefly the impact each one may have on the project and how they might be dealt with (8)(6)
(DPA) Data Protection of the children casted as if the information is kept unnecessarily the company may face a lawsuit, in addition to breaching the child's confidentiality. Intellectual property rights would also have to be signed so that "zoo shoes" would legally own the videos rights; not the company who produced the video for them. As well as keeping the child's information safe when it is needed, a child cannot work over a certain amount of hours in a day as legally in order to protect the child they cannot work too long.
4. Produce a mind map or mood board exploring how the age of the target audience will impact the design / content of the video (5) (2)
5. Identify two costs associated with filming the advert for Zoo Shoes and explain how these costs impact on the project (4)
One cost is paying for the equipment used for filming and editing the advert. This would include many different pieces such as the camera and tripod however, the impact would include having to section a sum from the budget and use that potentially meaning less money for another part of the project.
The second cost could be staff as all cast and crew would have to be paid from the original budget, again impacting on the quality of what can be bought such as how long the location can be rented for.
6. what market research could be done to learn more about too shoes, and what is one outcome of this market research (3)(2)
There could be a survey of what shoes the target audience prefers to buy and wear. If details should be included in the shoes (eg. Glitter.) The outcome of this is the company knows which shoes should be used in the advert in order to get more people to go and buy zoo shoes as they would put the ones that appeal to the audience best.
7. Identify one type of project management tool that you could use to keep track of the project tasks and explain why it is suitable for this project (3) (2)
a Gantt chart could be used too keep to timetable and keep all production on track in the short timeframe to complete the task before the deadline. This would include including contingencies in the gantt chart and milestones to complete as the timeframe is so short any set backs would take away more time from completion.
8. The film needs to be tested before it is sent to the Client for approval. Outline what type of research this is and how you could go about completing this research. (3)(2)
This is market research and it could include having a test screening with the target audience, with variations of the children in the age range of the target audience, along with their parents "the buyers"/ clients of zoo shoes.
Cambridge Technicals in Digital Media: LO1, LO2 & LO3 Test assessment criteria
Pass – 14
Merit – 23
Distinction - 32
Q
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Answer
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Mark
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Guidance
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1
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Explain the client requirements of this brief, outlining which are explicit, implicit and open to interpretation.
Requirements: Type:
· promotional video Explicit
· last between 20 and 40 seconds Open for interpretation
· aimed at an audience of between the ages of 8 and 14. Open for interpretation
· ready for the launch of the new range in five weeks’ time. Explicit
· Shots of the footwear range Explicit
· The name, logo and contact details for the company Explicit
· Shots of the target audience in the street with the product Explicit
· A range of different camera angles, shots and movement Open for interpretation
· A minimum of four clips Explicit
· Background music that is up-to-date and appeals to children. Open for interpretation
In the brief there are different client requirements. The explicit requirements are……… which means that.,….
The implicit requirements are….and the requirements open to interpretation are…,…….
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10
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Each requirement must be given a type.
If requirements are provided but no types given, there can only be a maximum of 5 marks.
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2
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What logistical issues can you foresee when creating this video?
Any of these issues, award a mark:
· Short length of time – 5 weeks
· Production only 4 weeks as testing required
· Filming outside – weather and availability of locations
· Studio time for shots of the range
· Getting child actors to be able to film at appropriate times
· Getting hold of the product in the right size and ensuring the shots are as good as possible
· Any other relevant logistical consideration
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4
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One mark per issue given.
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3
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What potential legal issues will need to be addressed? Outline briefly the impact each one may have on the project and how they might be dealt with.
· Release form/permission from parents – working with children
· Contracts – short working hours for children
· Location release form – public or private
· Copyright of music
Impact:
· Release form/permission – can’t use the children without this legally, and this is key to the project
· Contracts – unless these are signed, children can’t work at all, once working hours are agreed rest of project needs to work around this
· Location release form – if in a public area, council permission generally needed, if private then the owner must sign the release form
· Copyright – rights must be requested for use in the advert, otherwise the advert may be pulled after it is released
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8
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One mark given for each legal issue identified.
One further mark for the impact of each issue.
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4
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Produce a mind map or mood board exploring how the age of the target audience will impact the design/content of the video.
This is a creative and ideas based task but should relate in some way to the needs and interests of children aged 8-14. This may be reflected in colour, genre, narrative, location, music etc.
Mood board should contain images and words
Mind map should be more structured and lead out from the TA age
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5
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MUST be a mind map or mood board.
MUST discuss age of the TA.
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5
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Identify two costs associated with filming the advert for Zoo Shoes and explain how these costs impact on the project
Any of these costs:
· Video equipment hire – key project cost, can’t be run without, need to hire
· Private venue hire – possibly use public area, if private venue too expensive
· Catering costs – must feed the children and crew, particularly if filming long days over short period of time
· Transport for cast and crew – children can’t drive so may need transport or mileage paid, try to find a venue that is not too far away!
· Editing suite – hourly rate, this is needed for pre-production
· Music – must pay for rights
· Director – decide on unknown or well known director – more money for a more experienced director – maybe need one with experience of working with children
· Camera operator, lighting, sound – dependent on how experienced they are, they will cost more
· Script writer – as this is a promotional video it may need a short narrative, or may choose to do a music video style promo video
· Any other sensible and relevant idea
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4
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Any two costs, one mark each.
Explanation of impact, one mark each.
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6
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What market research could be done, and what is one outcome of this market research?
· Go to other shoe shops and see how they are presented and promoted
· Watch other shoe ads
· Watch previous ads for Zoo Shoes
· Set up focus groups
· Review statistics on website views/sales and link to advertising campaigns to see what works
· Any other sensible suggestion
· Outcome could be to copy an idea that is already out there
· May find a gap in the market, an idea that has not yet been exploited
· Clear idea of TA needs – may shift the narrative or location of the ad
· Choice of music for the ad may change
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3
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One sentence discussing element(s) of market research would gain one mark.
Explanation of outcome carries two marks. One if outcome provided without explanation.
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7
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Identify one type of project management tool that you could use to keep track of the project tasks and explain why it is suitable for this project.
Eg.
· Gantt chart
· Production schedule
· Shooting schedule
· Timeline
· To do list
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3
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One mark for identification of tool.
Two marks for explanation of why it is suitable for the project.
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8
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The film needs to be tested before it is sent to the Client for approval. Outline what type of research this is and how you could go about completing this research.
Description should mention Market Research and target audience research.
Explanation could cover:
· Set up focus group
· Preview screenings
· Feedback
· Questionnaires
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3
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1 mark for the description of the research type.
2 marks for explanation of how to go about the research
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