UAL Awarding Body

LEVEL 4 FOUNDATION DIPLOMA IN ART AND DESIGN

Assignment Title Unit 1: Overarching Brief

4 weeks: Building blocks
4 weeks: Skills development
Unit No & Title Unit 1: Diagnostic Investigation into Creative Practice

Assignment Teachers Simon Welfare(Art), George Bull (photo), Sarah Wilson

(moving image)
Assignment Verifier Julian Brinsford

Start Date 16/09/2020

Assessment date 19/11/2020

By the end of Unit 1: Diagnostic Investigation into Creative Practice

1. Apply, integrate and contextualise research methods and activities within a

creative practice.
2. Identify, select and safely use appropriate materials, methods, media, tools and
technologies in relation to a variety of creative practices.
3. Develop ideas, solve problems and apply learning strategies within the context of
a range of diverse creative practices.
4. Understand the conventions and application of critical evaluation and reflection
for a range of audiences and purposes.

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LEVEL 4 FOUNDATION DIPLOMA IN ART AND DESIGN

Personal Brief

Over the next 4 weeks I am going to develop my moving image and photography
skills further. I am going to produce an advert for a sports watch where I will
show what it is like to own the watch, how it helps a person to be more active
and helps their motivation to explore and adventure.

I will use my moving image skills such as my camerawork and editing skills to
create a video advert for the watch and make it look cinematic and professional.
I will use my photography skills such as camerawork to capture images of the
watch and also people wearing the watch for the photo advert.
In order to make these adverts professional, I will need to learn some new skills
so I am going to learn how to use Photoshop and aftereffects to help implement
graphics into the adverts.
In order to show meaning behind the advert I will have to show how the watch or
wearing the watch can change someone’s life style and how they can become
more active or adventurous.

I want to look at moving image because I am passionate about it and it also is a

key part of modern day life. Media can be television, film, advertising, social
media etc. and I think it’s a good method for promotion especially through
television and social media because that what a lot of people look at nowadays.
Moving image can be; an advert, a documentary, film, short film, music video or
a promotional video.

I want to look at photography because it’s already a hobby of mine on the side
and using a camera to tell a story through a single image is very creative in my
opinion and to improve on the image you have taken, you can put it through
Photoshop and edit it to tell a different story. Photography is also an art form
and a lot of modern day artists use photography in their work as like I said, you
can tell a story with a camera.

The Henley College 2020/21

LEVEL 4 FOUNDATION DIPLOMA IN ART AND DESIGN
Research

I want to research into how other advertisers create meaning behind their adverts and
how they sell their product to the audience.
I need to research into how to create emotion and get this across to the audience.

I will need to research into how to make a promotional video/advert because I have
previously made an advert on my creative media course but since then my media skills
have developed and I want to improve and become better at making this type of media.
I need to research how to use aftereffects so that I can add professional graphics to videos
to make them more interesting and creative.
I need to research how to use Photoshop so I can use this to edit pictures and this will help
me when I make a photo advert.
Researching into this software will benefit me because I can use them for the final
exhibition and later on in life.
In terms of photography and filming, I will need to research into how to do product
photography and how to make it look brand new and professional. In the McDonald’s
adverts, the food looks realistic and appetising because they manipulate the food to make
it seem like it’s what you get in store but it is not, they do a similar thing to this in cereal
adverts where they use PVA glue instead of milk. In the Cadbury’s and Haribo the bags
that the actors use bags that are clean which means that they aren’t crinkled like the ones
you would buy in store they just make it look a lot better.

I will use informative books on products and how the adverts are made for them and I will
read online articles about how to make an advert more appealing and professional so I can
find out information about product photography and cinematics. I will use YouTube to see
behind-the-scenes videos and how-to videos so I can see how other people create different
shots.
For photography skills, I need to look into Photoshop so I know how fix an image or
improve it and add graphics to create a photo advert.
For moving image skills, I need to look at adobe after effects so I can add graphics to video
to make the video advert more interesting for the viewers and give it a more professional
look.

The Henley College 2020/21

L 4 FOUNDAT ION DIPLOMA IN ART AND DESI

Materials

I will need:
 A camera (for photo and video)
 Lighting
 SD card
 Memory stick
 Watch (product)
 Tripod

Checklist:

Photoshop research
 Basic guide on how to use it
 How will it help me
 Examples of practice
Product photography
 Find people who have done it

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  How will it help me
 How I will use it
 Examples of practice
Production research
 Look at a professionals work
 Look at behind-the-scenes
 How will it help me
 Examples of practice
Production
 Video advert
 Photo advert

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