Assessment: Creating a fashion or product photo shooting for a famous brand of your choice
The course is assessed (100%) by an individual presentation involving an in-depth, strategic planning for a photography campaign. The objectives to be addressed for the presentation are clearly stated in the following document. The students should be able to select a famous company for which the campaign would be developed.
The task is briefed in Week 1 and during the semester. The presentation is to be done on Week 10 and the PowerPoint presentation are to be uploaded the same day at 10pm.
LEARNING OUTCOMES
1. Develop an educated eye that allows the creation of photographic compositions using general design principles and visual literacy concepts such as balance, rhythm or contrast.
2. Critically assess the different photography types and their usage according the communication strategy of a company.
3. Critically evaluate the role of photography workflow and how it affects the timings of a campaign.
4. Suggest aclear budget, produce and post-produce an advertising campaign.
INSTRUCTIONS FOR THE ASSESSMENT
The presentation must demonstrate clear analytical skills taking account the elements listed below. The elements are to serve as a guideline and must be appropriately linked to one another to address specific questions that companies might meet. Formative work in a weekly basis will be achieved to guide the student through analytical tools required to address the task.
Presented that Mr. Wilson Ortiz working for the company you have selected gives you a budget of €40.000 to create his next photography campaign. Your presentation must address the following elements:
1. Choose an existing brand/company. Imagine that this company is asking for ideas for the next photography campaign. This wants to see two different ideas. Be creative and develop the ideas deeper. Start by analyzing their brand and their current photo identity.
2. Create an estimated budget for a starter photoshoot which will execute your plan.
3. Create a new photographic concept for the Brand you choose explaining how the photos correspond to the brand-image of the company you chose.
4. Carefully decide thinghow many models will youneed. How many makeup people you think these models would require, the photographer in charge, etc. Keep your plan realisticand according to the budget.
Further information to be considered:
- Be careful not to download only pictures from the Internet.
- Explain your ideas also with images as well as with text.
- You may also add the website name of the photographer you have chosen
- The models are very important. Pictures of the models with makeup and without makeup must be available.
- You ?nd this data on model agencies websites. The clothing is also very important
- Importance resources are to be found on this website: http://showstudio.com/collections
Important design elements to consider when developing the budget:
- Assistants
- Staff
- Location
- Country
- Stylist
- Designers
- Art Directors
- Photo Studios
- Equipment
- Accommodation, Hotels, Catering,
- Agencies
- Production agencies
Elements to consider for the photography:
- Overall aesthetic feeling or style
- Composition
- Types of spaces
- Hair Make-Up
- Types of people, Individuals, Groups
- Posed, In action, Candid photography
- Facial expressions
- Is the clothing signi?cant, Shared dress code
- style of the photos (Cool, warm, saturation, the angle of the shot, (eye-level, from below, from above...)
- Lighting, Lighting style
- Soft or hard contrasts
- The depth of ?eld, blurry or sharp
- Motion showed either as blurry or stopped and sharp
- References to other culture
- What messages are these photos sending?
- Do the photos tell a story?
- What kind of mood are they creating?
- What kind of mood are they creating?
- Why do you think these photos have been chosen?
- Why their style is the photographer well known?
- Why do you think this photographer was chosen?
- Do you think the style of the photos suits the target audience?
- Limits the target audience, so that expanding to new market segments would require different styled photos
INSTRUCTION FOR THE PRESENTATION
Each student will be presenting 15mn plus an additional 5/10mn where questions will be made by the lecturer
Students must be dressed professionally
Students will be graded on 4 criteria (see grading rubric below)
STRUCTURE OF THE WORK
- Cover page
- The Table of Contents
- Introduction
o Background
o Scope
o Research Question
o Research Objectives
o See section "Instruction for Assessment"
o All sources of information used must referenced according to the Harvard Referencing System (Please refer to the HRS guideline UoR-EUBS - Available on Moodle).