ART AND DESIGN OCR LEVEL 3 CAMBRIDGE TECHNICAL. Cambridge TECHNICALS MOTION GRAPHICS CERTIFICATE/DIPLOMA IN A/504/0273 LEVEL 3 UNIT 31

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1 Cambridge TECHNICALS OCR LEVEL 3 CAMBRIDGE TECHNICAL CERTIFICATE/DIPLOMA IN ART AND DESIGN MOTION GRAPHICS A/504/0273 LEVEL 3 UNIT 31 GUIDED LEARNING HOURS: 60 UNIT CREDIT VALUE: 10

2 MOTION GRAPHICS A/504/0273 LEVEL 3 AIM OF THE UNIT By completing this unit learners will, by using hardware and software, understand different styles of motion graphics, where they are used, and where they can be seen. They will be able to respond to a client brief, develop ideas and using storyboards, present them to a client. Learners will be able to select a final idea, refine it and produce a final motion graphic that meets the requirements of the client brief. 2

3 Motion graphics Level 3 Unit 31 ASSESSMENT AND GRADING CRITERIA Learning Outcome (LO) Pass Merit Distinction The assessment criteria are To achieve a merit the To achieve a distinction the pass requirements for evidence must show that, the evidence must show this unit. in addition to the pass that, in addition to the pass criteria, the learner is able to: and merit criteria, the The learner will: The learner can: learner is able to: 1 Understand motion graphics and where they are used P1 Learners investigate where motion graphics are used, and where they can be seen P2 Learners analyse different styles and/or formats of a range of motion graphics 2 Be able to use hardware and software required to create motion graphics 3 Understand the requirements of a motion graphics client brief 4 Be able to develop ideas in for a motion graphic in response to a client brief P3 Learners experiment with a range of motion graphic styles and/or formats, using appropriate hardware and software P4 Learners investigate the requirements of a motion graphics client brief P5 Learners develop appropriate ideas for a motion graphic in response to a client brief M1 Learners use their investigation and experimentation into motion graphics to influence the development of original, imaginative and thoughtful ideas P6 Learners use storyboards to present appropriate ideas for a motion graphic to the client, for feedback and selection of a final idea M2 Learners further develop and refine their final selected motion graphic idea based on client feedback received 5 Be able to produce a final motion graphic in response to a client brief P7 Learners produce a competent motion graphic for the final selected idea, in response to a client brief M3 Learners demonstrate proficient skills in producing a successful final motion graphic that satisfies most of the requirements of the client brief. The outcome produced is generally of a good quality D1 Learners produce a very original motion graphic that fully meets the brief. The outcome is skilfully produced, generally of a high quality and displays a thorough understanding of the processes used 3

4 TEACHING CONTENT The unit content describes what has to be taught to ensure that learners are able to access the highest grade. Anything which follows an i.e. details what must be taught as part of that area of content. Anything which follows an e.g. is illustrative, it should be noted that where e.g. is used, learners must know and be able to apply relevant examples to their work though these do not need to be the same ones specified in the unit content. Understand motion graphics and where they are used For example: TV advertisements TV stings/idents web advertising advertising on multimedia screens mobile phones For example: Types of visuals: still image video animation (drawn, cut, stop motion) combinations of above with use of effects Use of: text sound advertising concepts and methods. Be able to use hardware and software required to create motion graphics Consider using: animation (drawn, cut, stop motion) video footage (with effects and transformation) sound (sound effects, music, narrative) text movement of assets combinations of methods and types of assets. Understand the requirements of a motion graphics client brief In consultation with the client/tutor acting as client, consider: subject matter/content/theme style/method of advertising target audience context (TV advertisement, web advertisement, multimedia screen) hardware and software possible media, materials running time output size permissions and copyrights. Be able to develop ideas in for a motion graphic in response to a client brief For example: Innovative, inventive responses to the brief For example, focus on: exciting visual and audio content creative movement combination of assets and styles meeting requirements of the brief Feedback could be from your client, or from the target audience. Find out how well it meets the brief: success of advertising concept correct size, length suitability for target audience Find out how well it satisfies aesthetic considerations: quality of assets used subject matter use of colour, movement, text, sound. Be able to produce a final motion graphic in response to a client brief For example: respond to feedback gained, and refine outcome where necessary present outcome to the client ensuring correct size, resolution, application. 4

5 Motion graphics Level 3 Unit 31 DELIVERY GUIDANCE This unit is centre-assessed and externally moderated. In order to achieve this unit, learners must produce a portfolio of evidence showing that they can meet all the pass grading criteria. Portfolios of work must be produced independently. Portfolios put forward for moderation must be available for the OCR Visiting Moderator to access freely during the moderation visit, along with witness statements and any other necessary supporting documentation. Centres must confirm to OCR that the evidence produced by learners is authentic. In order to achieve this unit, learners must produce evidence that meets all the pass grading criteria. There are no other additional requirements for this unit. The learner will need to make an initial investigation P1 into where motion graphics are used, where they can be seen, and analyse the different styles available P2. This investigation will give some direction for a practical exploration into a range of motion graphic styles using hardware and software P3. With knowledge and skills established the learner will be able to investigate the requirements of a client brief P4. Careful consideration should be given to the brief to ensure its relevance to the learner interests and ability, presenting a context in which they can apply their learning, perhaps making connections with other units being studied. Ideas for the brief will be developed P5/M1 and using storyboards presented to the client for feedback P6/M2. This will help the learner select a final idea which can be developed and refined into a final motion graphic P7/M3/D1. Throughout the unit learners must keep careful evidence of research, explorations, sample material, experimentation, and development of ideas, supported by notes/annotations that record observations and decisions made. Evidence could take a variety of forms depending on the nature of the brief but audio/visuals and storyboards should be supported by annotated studies, sketchbooks/personal journals, screen grabs etc. 5

6 RESOURCES This section provides suggestions of suitable resources. The list is neither prescriptive nor exhaustive, and learners should be encouraged to gather information from a variety of sources. Some suggested resources are intended for Tutor use. The resources in this section were current at the time of production. Books Meyer, Trish. Meyer, Chris. Drate, Spencer. Robbins, David. Salavetz, Judith. Patmore, Chris. Cowan, Finlay. Creating Motion Graphics with After Effects: Essential and Advanced Techniques Focal Press ISBN: Motion by Design ISBN: The Complete Animation Course: The Principles, Practice and Techniques of Successful Animation Thames and Hudson ISBN: Websites Motion Graphics Motion Graphics Festival Motion Graphics Served Two Four Digital K Motion

7 Motion graphics Level 3 Unit 31 LINKS TO NOS Creative and Cultural Skills Design (2009) DES3 DES7 Use critical thinking techniques in your design work Contribute to the production of prototypes, models, mock-ups, artwork, samples or test pieces DES10 Create visual designs DES18 Interpret the design brief and follow the design process IM1 IM3 Work effectively in interactive media Prepare assets for use in interactive media products Skill set Interactive Media and Computer Games (2009) 7

8 CONTACT US Staff at the OCR Customer Contact Centre are available to take your call between 8am and 5.30pm, Monday to Friday. We re always delighted to answer questions and give advice. Telephone