creative digital media skills for work the creative process

Miss Nitsche

CREATIVE DIGITAL MEDIASKILLS FOR WORK

THE CREATIVE PROCESS

Understanding the Creative Process Task, and the stages involved.

Exploring the Creative Process and how to justify a response

Understanding how to go about constructing a response to the brief.

LEARNING INTENTIONS

THE TASK

Working on a PROJECT BRIEF for a client.

To succeed you will need to work as a team to:

- agree the best response to the brief- pitch your team’s response and project proposal to the client


Employability Skills

Working cooperatively with othersPlanning and preparationBeing innovative and challengingGiving and receiving advice and feedbackGood communication skillsUnderstanding roles and responsibilities in the workplaceContributing to discussions and practical projectsInterpretations of project briefsPresentation and pitching skillsTime management skills and working to deadlines


Evidence

Identify TWO products which address briefDevelop a personal and team response to briefDetail how the personal and team response meets

the requirements of the brief by comparing requirements with the response elements

The Response (both personal and team)Identify the digital mediums to be usedCreate a basic representation of the proposed

response, i.e. mock-up poster; storyboard of advert; plan of website.


Outcomes

1. Prepare for team discussion about a given brief. Individually explore and choose two digital

media products which address briefDetail your personal response to the briefGive a presentation to your teamJustify your response – how does it meet the

brief?


Outcomes

2. Contribute effectively to discussions on a team response to the brief.Respond to feedback on personal response.Listen to and provide feedback on other

presentations.Contribute to agreement on the team response.


Outcomes

3. Contribute to the preparation and delivery of the presentation of the team response to the brief. Decide and agree on the elements and content

of presentationAllocation of roles and responsibilities for the

production and delivery of the presentation


Outcomes

4. Review the team response to the brief Seek feedback from the audience of the

presentation i.e. feedback form; questionnaire)Evaluate whether the team response met the

requirements of the brief


Example Media Products

Newspaper/magazine excerptPostersScreenshots/plan from websitesAdvert

For the presentation, you could produce a storyboard, a slide show or a mock up of

your product.


Task 1: Reversing the Creative Process

Reversing the creative process can help us understand how to go from just a brief through to a finished product

In groups, choose a digital media product, i.e. a teenage TV magazine.

YOU HAVE FIVE MINUTES


Task 1: Reversing the Creative Process

Discuss and decide:What is the purpose of your chosen product?Who is it aimed at?What would you say about the product if you were trying to

sell the idea to a client?How would you present it to them?In preparing for you presentation, what role would you like?Who else would you want on your team and why?Why do you think the idea would be good enough to go into

production?What other ideas may have been suggested, but binned?What do you think the Project Brief for your product would

have been? What would be the main points to consider?


Task 2: Deciding What Is Best

There’s a huge range of media products to choose from for any given brief, However, there always options more suited to certain projects than others.

In your groups, consider and discuss these six ways that companies use promote and sell music to young people.


A websiteFree podcasts to be downloaded, featuring

interviews with the bands plus some sample tracksAdverts on radio and televisionFree poster with every CD purchasedTexts from your friends saying how great the music isOpportunity to win a games console and some games

Arrange in order of preference, detailing the main reason for your choice of position.What could you add to the list which would encourage you to buy?

TASK 2: DECIDING WHAT IS BEST

Understanding the brief.

Exploring different media products which can answer the brief.

Exploring and developing personal responses to the brief.

Understanding how to ensure your response meets the brief requirements.

LEARNING INTENTIONS

I am looking for a digital media product that can inform young people about events happening in Stornoway, such as film nights, gigs, etc.

I want them to be able to advertise their own events if they can, and for the product to allow them to communicate with each other to set up any events, rehearsal, clubs, etc.

COPY THIS DOWN IN YOUR JOTTERS

THE BRIEF

This is your own response to the brief.Individually explore and choose two digital media

products which address brief.Detail your personal response to the brief. Why

are these two products best suited? What could you do to make them fit the brief? What features would they have? How would they look? How would they be accessed?

Justify your response – how does it meet the brief?Prepare your mock-up of the two products to show

to the team – this could be a mock-up poster; a story board of an advert; a screenshot or plan of a website; a magazine excerpt, etc.

PERSONAL RESPONSE

Do your two products:Inform young people about events happening

in Stornoway, such as film nights, gigs, etc.?Allow them advertise their own events if they

can?To allow them to communicate with each

other to set up any events, rehearsal, clubs, etc.?

Remember YOU are the target audience – can you access the products? Would you use them?

RESPONSE CHECKLIST

Exploring how to visually present your responses to a group.

Understanding how to translate your responses into visual material for presentations.

LEARNING INTENTIONS

Using your notes and the Personal Response forms as guides, decide and construct your two product ‘mock-ups’.

These could be:- a mock-up poster- a story board of an advert- a screenshot or plan of a website- a magazine excerpt, etc.

Remember to think about how your would PRESENT these products and mock-ups to your group.


In pairs, practice presenting your mock-up products using the following prompts:

What are your TWO products?Who is the target audience? How have you ensured they appeal to this audience?What features do they have? Talk us through themAre they user-friendly? How and why?How do they inform young people about events

happening in Stornoway?How do they allow them to advertise their own events? How do they allow them to communicate with each other

to set up events? How would the target audience access the products?

PEER ASSESSMENT OF MOCK-UPS

Now, in your pairs discuss how successful the presentation and products are.

Did they describe the products and their features clearly?

Do they meet the brief? Can they justify their response?

How have they ensured they are aimed at the target audience?

What did they do well? What could be better?YOU HAVE FIFTEEN MINUTES

PEER ASSESSMENT OF MOCK-UPS

In the next lesson, you will be presenting your PERSONAL RESPONSE and MOCK-UPS to your group.

PRESENTATION SKILLS are essential for working life, and can make a huge difference to how your ideas are received.

What makes a good presentation?

http://www.youtube.com/watch?v=whTwjG4ZIJg

THE CREATIVE PROCESS PRESENTATION SKILLS

http://www.youtube.com/watch?v=whTwjG4ZIJg

Using each of the questions on your Personal Response Forms, make up PROMPT CARDS.

PROMPT CARDS help you to keep your presentation on track, and just glancing at them can remind you what you need to explain next.

They shouldn’t be read from directly – they are PROMPTS, there to guide you.

Make brief notes of phrases and key words you think you will need to be reminded of.


Now, begin to practice your presentation in pairs.

Practice is essential for making our presentations seem natural, fluent and professional.

Think about body language, clarity, confidence and eye contact – your partner should be able to suggest what needs work.

Remember, your prompt cards are just that – PROMPTS. Don’t read straight from them.

I will come round and listen to all of you individually, and give any support you might need.


Practice your presentation over the weekend.

Remember, you want to be confident, relaxed and knowledgeable about your products.

Your prompt cards are not there for you to read from – they are there to keep your presentation focused.

Think eye-contact, body language, fluency and clarity.

HOMEWORK

Giving and receiving feedback is an essential skill at school and in the working world

It is important for us to be able to look at both our own and others work critically, and give and receive advice on where we need to develop.


As your peers present their personal responses, think about TWO areas they have done well, and TWO areas you feel needs development.

You must consider:- how well their products address the BRIEF- how successful their features are- whether their products are aimed at the target audience- how well they presented their products and mock-ups, e.g. were they clearly explained? Were their presentation skills good?

Take a few minutes at the end of the presentations to jot down some notes, and write down TWO areas that were done well, and TWO you feel they could improve in.


Developing our understanding of team work and the benefits of working with others.

Exploring the issues that can arise from working in a group, and how to resolve them.

LEARNING INTENTIONS

Working with others is an essential part of school, university or working life, but there can be problems that arise from this.

In groups, discuss and note down some of the PROS and CONS of working in a group.

Think about the benefits and issues that can arise.

THE CREATIVE PROCESSWORKING TOGETHER

TEAM WORK

Careful arrangement of a business meeting will show others that you are a great meeting organiser.

If you don't take your time and prepare the meeting successfully, others will lose respect for you and see that you lack leadership skills.

Arranging a business meeting is all about preparation and ensuring that you have everything ready to go before the meeting starts.

HOW TO ARRANGE A MEETING

This team meeting will be focused on:

Deciding whose digital media product from your personal responses to the brief will be the one you will present as a team to the client.

Discussing how you will present this product to the client – PowerPoint, Prezi, etc.

Assigning roles to the presentation project – you should each have an individual role within the group:

- Project co-ordinator- Designer- Researcher


Write down the purpose of your business meeting. Be sure to include all of the reasons for holding the business meeting.


Date of Meeting:

Venue:

Start Time: End Time:

EXAMPLE AGENDA

Attendees: List everyone who has attended the meeting.

Absentees: List everyone who is missing or unable to attend.

Chairperson’s Welcome and Introduction

The Chairperson should:

Welcome people to the meeting and make sure everyone who should be there has turned up.

Make sure that someone at the meeting is going to take notes, or ‘minutes’, so that the key parts of the meeting and the important decisions are all noted by the ‘Meeting Secretary.’

Introduce the Agenda, telling everyone what is involved, the process that will be followed and the need to make a decision.

YOU SHOULD HAVE A DIFFERENT CHAIRPERSON FOR EACH MEETING.

EXAMPLE AGENDA

Discussions

The aim is to reach a decision on which product do you think you can sell best to a client?

Do you have the skills in your team to deliver your choice of product? (Product/software knowledge; design capability, etc.)

Do you have all the necessary equipment to produce the product requirements?

Is your choice of project going to cover all the things the client wants?

What makes your choice better than any other choice that you could make? Remember you will be pitching your response to the client in a competitive way, against the other teams.

EXAMPLE AGENDA

Decisions on the team’s response to the Project Brief

There are various ways to make your final decision about how to respond to the client’s Project Brief.

You could vote.You could try to reach an agreement during your

discussions.

EXAMPLE AGENDA

Any Other Business (AOB)

Any Other Business (AOB) is likely to include:

The date, time and venue of your next meeting.What the main agenda items will be for that next

meeting.Anything else that is relevant to today’s meeting, but

has not been covered already.

EXAMPLE AGENDA

The Chairperson – they introduce the Agenda at the beginning of the meeting, and tell everyone what is involved, as well as encouraging any decisions that need to be made. They also make sure everyone has turned up.

The Secretary – they keep the minutes for the meeting, detailing key points and any decisions that are made (see example minutes)

The Meeting Co-ordinator – they ensure any discussion is kept on topic or is relevant to the particular points in the Agenda. They also move the discussion on to the next point.

You should ensure that you each have a different role at every meeting.

MEETING ROLES

Date/Time of Meeting :Location of Meeting :Members Present : ( l ist al l members that attended meeting)Members Apologies : ( l ist members that did not attend the meeting)

Reading and Approval of Minutes : (specify date of minutes being approved)

Agenda Item #1 : Officer Reports (create separate agenda items for each officer report)

Discussion : (summarize the discussion at the meeting)Action : (l ist any action to be taken by whom and by when)

Agenda Item #2 : Advisor’s ReportDiscussion : (summarize the discussion at the meeting)Action : (l ist any action to be taken by whom and by when)

Etc.

EXAMPLE MINUTES

In you groups, hold your first meeting based on the example Agenda.

You must decide on your roles within the meeting – Chairperson, Meeting Co-ordinator and Secretary – and ensure you fulfil these roles during the meeting.

You must also decide on what roles you will have within the Presentation Project –

- Project co-ordinator- Designer- Researcher

CREATING YOUR OWN AGENDA

What went well?

What do you need to develop for next time?

Remember, these meetings are intended to be well-organised and professional.

YOUR FIRST TEAM MEETING

Complete the Personal Response to the Brief worksheets for your folios.

These should be neat, tidy, have their spelling checked THOROUGHLY and have as much detail as possible.

You can type up your responses to the questions as long as you include the questions themselves.

Any forms that do not have enough detail or are not properly checked will be handed back to be re-done.

This is due back THURSDAY 25 th October

HOMEWORK

You and your group will be presenting your team response to a client on MONDAY 26 TH NOVEMBER.

This presentation needs to detail your response to the given brief in as much detail as possible.

It should be well-presented, professional and highlight your justification for the product, as well as your understanding of the target audience.


Project Coordinator

Designer

Researcher

THE CREATIVE PROCESSTEAM ROLES

Your role is to ensure the other team members are doing their jobs well and to the best of their ability.

You also will keep a To Do list of everything that needs to be done to get the presentation ready and rehearsed in time to be presented.

You also need to ensure you have a list of what resources or equipment you need to get for creating and presenting your response, and are able to access them.

PROJECT COORDINATOR

Your role is to design and create the presentation, be it on PowerPont, Prezi, or something else.

The presentation must be slick, professional and detailed.

You must make it appeal to the target audience, and be prepared to explain why it has this particular look or style.

You should also be prepared to research other professional presentations for ideas as to how you could present yours.

DESIGNER

Your role is to research and gather information on other digital media products that provide a similar service to the one your team will be working on.

You should make a note of what is good about the other products, what could be better developed and what the target market of these products is.

You should take the research from these other products and use it to evaluate, discuss and decide with your other team members how best to improve your own product.

RESEARCHER

Work as a team to complete your Pitch To Do list.

Consider the resources you will need, and which tasks are best suited to each role.

YOUR PITCH

As covered yesterday, each person has an individual role within the team.

Each of these roles requires a level of research, which you will work on today.

You should make EXTENSIVE notes throughout.

Project Coordinator – observe and assist the others in their research; ensure that each person is making extensive notes.

Designer – you should research other professional presentations to evaluate their appearance and effectiveness, as well as the design of similar products.

Researcher – you should research the features of similar products, evaluating their features and target markets.

RESEARCH FOR YOUR TEAM RESPONSE

Possible ideas for research: Other professional presentations – how does it look?

What content does it have? Do they use other features, i.e. images, video, web links, etc.? Are they easy to understand?

Other similar media products – what features do they have? What is their target audience? How are they designed? What features work/don’t work? How could they be improved? Are they easy for users to access?

Presentation skills – what other skills have we discussed? How is a group presentation different from an individual presentation? What techniques will you need to focus on? What techniques could you use to engage your audience, i.e. the client?

RESEARCH FOR YOUR TEAM RESPONSE

You should discuss your research notes, sharing anything interesting or that could be of use to your tram’s presentation.

What each of you need to do in your job roles to contribute to the presentation, i.e. who will discuss which part.

Discuss the design of the presentation, what features you will be presenting to the client, how much detail will you go into (lots, obviously), what presentation skills you need to remember, when you need to have the presentation completed by to allow time for practice (refer to you To Do list)

AGENDA FOR MEETING

What you need to design and present to the client:

The design of your product, and how this appeals to the target audience.

The features of your product – how does your product allow people to advertise upcoming events, to communicate with each other, and attract young people to these events?

Justify your product – why does this particular product work better for the brief and the target audience than another?

You presentation needs to be slick, professional and well-organised. Each of you needs to present a section, and you should consider your presentation

skills while you practice.

PREPARING YOUR PRESENTATION

Obtaining and looking at feedback from others helps us improve our performance.

Others are more objective about our work – they can see more clearly what we’ve done well, what we need to develop and how we can perhaps go about that.

In this case, we need to get feedback from our peers for our presentations.

How can we get feedback from our peers?

What methods can we use?

GETTING FEEDBACK

Questionnaires are one of the most effective ways of getting meaningful feedback from an audience.

You can ask certain questions to obtain responses on certain areas, such as presentation skills and how well you answered the brief.

What questions could we ask on our feedback questionnaires?

QUESTIONNAIRES

creative digital media skills for work the creative process

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