STANDARD PRACTICE NATIONAL OCCUPATIONAL SKILLS STANDARD (NOSS) FOR; CONCEPT DESIGN LEVEL 5

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1 STANDARD PRACTICE NATIONAL OCCUPATIONAL SKILLS STANDARD (NOSS) FOR; CONCEPT DESIGN LEVEL 5 1. INTRODUCTION Concept Design/Concept Art is a form of illustration where the main goal is to convey a visual representation of a design, idea, and/or mood for use in films, video games, animation, interactive media, or comic books before it is put into the final product. A concept artist is an individual who generates original ideas and communicates them visually. They must create and design complex graphic and animation and produce a wide range of highly creative character, creature and environment concept art. Concept art can be very expressive and abstract, not just realistic. The approach used is whichever the artist feels most suitable to get the idea across and the intended feel and style for the artwork. The concept artist is incredibly important, because it is their pre-production work which impacts the whole project. As idea creators they express the vision in its truest form, before passing it on to the designers (or other production members, depending on project) that develop it and provide a final product. It is important to have strong communication between all people involved to ensure the original vision is not lost in translation. The medium used by the concept artist is varied, though typically in this generation it would seem that computer software is the standard. This can be using a tablet pen and software such as Adobe Photoshop or Coral Painter to produce digital paintings. Prior to this (and still to this day), any number of traditional mediums such as oil paints, acrylic paints, markers, pencils, etc. were used. The artwork can also be created using 3D software for a potentially more realistic and arguably less expressive approach. Often both techniques are combined for maximum effect. According to the Occupational Analysis findings Concept Design is under the subsector of Creative Multimedia. The industry observes concept design is a critical job area to support creative media industry s need. Consequently, the development of this concept design NOSS is essential in developing skilled workers in this area. Figure 1.1 is the Occupational Framework Matrix for Creative Multimedia Sub-sector, which shows the position of Concept Design Job Area within the Creative Multimedia sub sector. i

2 Authorities and Regulator for ICT Industry:- a. Ministry of Information Communications & Culture b. Multimedia Development Corporation (MDEC) c. Malaysian Multimedia and Communication Commission (MCMC) d. Malaysian Technology Development Corporation (MTDC) e. Malaysian Intellectual Property Organisation (MIPO) Pre-requisite The pre-requisite to pursue this course include: Candidate must complete DKM Level 4 Concept Design A minimum of one year working experience in Creative Multimedia sector. Not colour blind Basic drawing 2. OCCUPATIONAL STRUCTURE Concept Design (Level 5) comes under the sub-sector Creative Multimedia. Figure 1 and Figure 2 show the structured career path and area of Concept Design (Level 5) personnel. The panel of experts had concluded that this job area starts from tier 4 due to requirement in performing a broad range of complex technical or professional work activities performed in a wide variety of contexts and with a substantial degree of personal responsibility and autonomy. Responsibility for the work of others and allocation of resources is often present. ii

3 Sector INFORMATION AND COMMUNICATION TECHNOLOGY (ICT) Sub Sector CREATIVE MULTIMEDIA Job Area Concept Design 3D Production 3D Animation 3D Modelling 3D Rigging 3D Lighting & Rendering Compositing Level 5 Lead Concept Artist 3D Lead Animator Lead Modeler Lead Rigger Lead Lighting & Rendering Artist Lead Compositor Level 4 Concept Artist 3D Animator Modeler Rigger Lighting Artist Compositor Level 3 -No Level- 3D Artist Rotoscoper Level 2 -No Level- -No Level- -No Level- -No Level- -No Level- -No Level- Level 1 -No Level- -No Level- -No Level- -No Level- -No Level- -No Level- Figure 1: Occupational Structure for Concept Design (Level 5) Personnel Sector INFORMATION AND COMMUNICATION TECHNOLOGY (ICT) Sub Sector CREATIVE MULTIMEDIA Job Area Concept Design 3D Production 3D Animation 3D Modeling 3D Rigging 3D Lighting & Rendering Compositing Level 5 Level 4 Concept Design Concept Design 3D Animation Content Production 3D Animation Production Operation Modeling/Rigging Production Modeling/Rigging Production Operation Lighting & Rendering Production Lighting & Rendering Production Operation Compositing Production Compositing Production Operation Level 3 -No Level- 3D Operation Production Support Rotoscoping Level 2 -No Level- -No Level- -No Level- -No Level- -No Level- -No Level- Level 1 -No Level- -No Level- -No Level- -No Level- -No Level- -No Level- Figure 2: Occupational Area Structure for Concept Design (Level 5) Personnel iii

4 3. DEFINITION OF COMPETENCY LEVEL The NOSS is developed for various occupational areas. Candidates for certification must be assessed and trained at certain levels to substantiate competencies. Below is a guideline of each NOSS Level as defined by the Department of Skills Development, Ministry of Human Resources Malaysia. Malaysia Skills Certificate Level 1 Malaysia Skills Certificate Level 2 Malaysia Skills Certificate Level 3 Malaysia Skills Diploma Level 4 Malaysia Skills Advanced Diploma Level 5 : Competent in performing a range of varied work activities, most of which are routine and predictable : Competent in performing a significant range of varied work activities, performed in a variety of contexts. Some of the activities are non-routine and required individual responsibility and autonomy. : Competent in performing a broad range of varied work activities, performed in a variety of contexts, most of which are complex and non-routine. There is considerable responsibility and autonomy, and control or guidance of others in often required. : Competent in performing a broad range of complex technical or professional work activities, performed in a variety of contexts, and with substantial degree of personal responsibility and autonomy. Responsibility for the work of others and allocation of resources is often present. : Competent in applying a significant range of fundamental principles and complex techniques across a wide and often unpredictable variety of contexts. Very substantial personal autonomy and often significant responsibility for the work of others and for the allocation of substantial resources features strongly, as do personal accountabilities for analysis, diagnosis, planning, execution and evaluation. iv

5 4. MALAYSIAN SKILLS CERTIFICATION Candidates after being assessed and verified and fulfilled Malaysian Skill Certification requirements shall be awarded with Diploma Lanjutan Kemahiran Malaysia (DLKM) in Concept Design Level JOB COMPETENCIES The Concept Design (Level 5) personnel are competent in performing the following core competencies:- Concept Art Project Management Creative Art Direction Concept Art Quality Control Multi-practiced Concept Art Illustration 6. WORKING CONDITIONS Generally, a Concept Artist works according to project schedule and responsible to meet project deadlines. He/she can optionally to work in the office as full time staff or choose to work as independent freelances. Those working as freelances can work from home if they have suitable equipment that involved technological devices. They may be required to work beyond typical hours in order to meet project deadlines and client requirements. 7. EMPLOYMENT PROSPECTS Concept Artists can find job opportunities across the Animation, Games, Film and TV industries. Given the emphasis on content creation, the demand for Concept Artists will continue. The number of positions for Concept Artists being created will be fewer when compared with other occupations such as animators and modelers. This is because there is typically only one or two Concept Artists in each production. The Concept Artist Level 5 certificate holder has a high employment prospect locally and internationally as Malaysia has become ICT and creative media hub destination. Thus, it requires skilled workers in this field to be employed by local or international companies that involve in Creative Multimedia industry. Furthermore, MSC Malaysia give focus on the fundamentals of Creative Multimedia by investing in the long term prospect; namely by giving access to funding, discovering new talent, opening market opportunities and access; providing development infrastructure, policy intervention and also by forming strategic alliances with other companies due to the vast potential in the Creative Multimedia industry. v

6 Other related occupations with respect to employment opportunities are: 2D/3D Animator Multimedia Artist Games Artist Graphic Designer IT Consultant Multimedia Specialist Trainer Other related industries with respect to employment opportunities are: Advertising and marketing Broadcasting Publishing and media Education/training Production house 8. TRAINING INDUSTRIAL/PROFESSIONAL RECOGNITION, OTHER QUALIFICATIONS AND ADVANCEMENT 8.1 Training:- A professional recognition for this particular job title is given by the industry itself. But at this moment, there is no standard reference of professional qualification with respect to this particular job title. As for this workshop, input from expect panel were used to substantiate personal recognition in this field. 8.2 Industrial / Professional Recognition:- Multimedia Development Corporation (MDeC) Persatuan Animasi Malaysia (ANIMAS) The Association of Post Production & Animation Companies Malaysia (POSTAM) Perbadanan Kemajuan Filem Nasional Malaysia (FINAS) vi

7 9. SOURCES OF ADDITIONAL INFORMATION Multimedia Development Corporation (MDeC) MSC Malaysia Headquaters Persiaran APEC, 63000, Cyberjaya Selangor Darul Ehsan Telephone: , Fax: National IT Council (NITC) Secretariat c/o The Ministry Of Science, Technology and Innovation (MOSTI) Aras 1-7, Blok C4 dan C 5 Pusat Pentadbiran Kerajaan Persekutuan Putrajaya, Wilayah Persekutuan Telephone: Suruhanjaya Komunikasi dan Multimedia Malaysia Off Persiaran Multimedia Cyberjaya, Selangor Darul Ehsan Telephone: , Fax: Persatuan Industri Komputer dan Multimedia Malaysia (PIKOM) The National ICT Association of Malaysia 1106 & 1107, Block B, Phileo Damansara II No. 15, Jalan 16/11, Petaling Jaya Selangor Darul Ehsan, Malaysia Telephone: , Fax: ACKNOWLEDGEMENT The Director General of DSD would like to extend his gratitude to the organizations and individuals who have been involved in developing this standard. vii

8 11. NOSS DEVELOPMENT COMMITTEE MEMBERS CONCEPT DESIGN LEVEL 5 PANEL OF EXPERTS 1. Arez Ezman Bin Mohd Salleh 2. Azalil Aizat Bin Abdul Jalil 3. Hazlina Binti Hassan 4. Mohd Faszirul Azzery Bin Abdul Wahid 5. Mohd Roshfaizal Bin Ariffin 6. Mohd Syahrul Azmi Bin Mohd Yusof 7. Muhalid Bin Aziz 8. Syed Huzaifah Bin Syed Omar 9. Wan Affendi Bin Abdullah Art Director Self- Employed Concept Artist Animonsta Studios Sdn Bhd (MSC Status Company) Instructional Design Multi Media Synergy Corporation Sdn Bhd (MSC Status Company) Concept Artist Animonsta Studios Sdn Bhd (MSC Status Company) Creative Director Chain Fx Sdn Bhd Multimedia Artist Malaysian Academy Of Creative Technology Sdn Bhd (MSC Status Company) Storyboard Artist Self- Employed Technical Director Virtuocity Systems Sdn Bhd Compositor Chain Fx Sdn Bhd FACILITATOR 10. Hasnah Binti Mohamad Salem 11. Noraizah Binti Mohammad 12. Nor Suhaili Binti Mohd Nor viii

9 COMPETENCY PROFILE CHART (CPC) SECTOR INFORMATION AND COMMUNICATION TECHNOLOGY SUB SECTOR CREATIVE MULTIMEDIA JOB AREA CONCEPT DESIGN NOSS TITLE CONCEPT DESIGN LEVEL 5 JOB LEVEL FIVE (5) JOB AREA CODE COMPETENCY COMPETENCY UNIT CORE CONCEPT ART PROJECT MANAGEMENT CREATIVE ART DIRECTION CONCEPT ART QUALITY CONTROL ADVANCE CONCEPT ART ILLUSTRATION 1

10 COMPETENCY PROFILE (CP) Sub Sector Job Area CREATIVE MULTIMEDIA CONCEPT DESIGN NOSS Title CONCEPT DESIGN LEVEL 5 Level FIVE (5) CU Title CU Code CU Descriptor Work Activity Performance Criteria 1. Concept Art Project Management The CU title describes the competency in Concept Art Project Management. Concept Art Project Management is the discipline of planning, organizing, securing, managing, leading, and controlling resources to achieve specific goals of concept art project. Concept Art Project Management is performed by obtaining input from Art/ Creative Director, analysing project requirements, leading brainstorming session, preparing project schedule and timeline, assigning task to team members and monitoring job progress. The outcome of this competency 1. Obtain input from Art/Creative director Project discussion carried out between lead concept artist and Art/Creative director 1.2 Project input recorded 1.3 Estimated timeline from Art/Creative director requested 2. Analyse project requirements 2.1 Project requirements identified and listed out 2.2 Direction of the project identified in accordance with project requirements 2.3 Design style determined 2.4 Key design aspect determined 2.5 Quality level of the design

11 CU Title CU Code CU Descriptor Work Activity Performance Criteria is to produce a solid pipelines/workflow for concept art and to organise the whole concept art process in accordance with project requirements. identified regardless budget constraint 2.6 Human resources (manpower) and capability defined in accordance with project scope/ workload 3. Lead brainstorming session 3.1 Project timeline (Gantt chart) shared with assigned team members 3.2 Brainstorming objective and scope explained to team members 3.3 Instruction/input/task from brainstorming session assigned to concept artist 3.4 Potential idea selected in accordance with brainstorming scope and objective 4. Prepare project schedule and timeline 4.1 Project activities identified 4.2 Estimated timeline from Art/Creative director revised 4.3 Project schedule created based on project requirements 5. Assign task to team members 5.1 Task briefing carried out Team member s availability determined

12 CU Title CU Code CU Descriptor Work Activity Performance Criteria 5.3 Team member s strength identified 5.4 Team members organised according to assigned task and project schedule 6. Monitor and report job progress 6.1 Job status checked in accordance with project timeline/schedule 6.2 Staff performance reviewed in accordance with job progress and quality of work 6.3 Project schedule revised if required to ensure the project complete within the timeline 6.4 File management organised 6.5 Project meeting reported 2. Creative Art Direction The CU title describes the competency in Creative Art Direction. Creative Art Direction is a process that guides the creation of the visual elements of a design. Creative Art Direction is performed by deciding project concept, conducting concept 1. Decide project concept 1.1 Preferable concept selected in accordance with guidelines and brainstorming result Project concept design established as per guidelines 2. Conduct concept studies 2.1 Specific style required for the project identified in accordance with project concept

13 CU Title CU Code CU Descriptor Work Activity Performance Criteria studies and providing guidance in creative production design. The outcome of this competency is to manage the artistic and design elements of a project and to produce a certain look and feel for the resulting artwork so that it contains required expressions and conveys the appropriate messages in accordance with project requirements. 2.2 Related design element such as environment, wardrobe, etc collected based on project design style 2.3 References for the project selected in accordance with artistic value and commercial value that suits the project 2.4 References archive created for guidelines 2.5 Research and idea development process (research and drawing board) monitored 5

14 CU Title CU Code CU Descriptor Work Activity Performance Criteria 3. Provide guidance in creative production design 3.1 Concept art look and feel decided 3.2 Reference for specific colour mood provided 3.3 Concept references in accordance with project concept compared and decided 3.4 Problems/issues in creative production design Identified 3.5 Problems/issues in creative production solved and guided 3.6 Consistency in design throughout the project ensured 3.7 Originality and appeal of the design reviewed 3.8 Research board in accordance to project requirements overviewed 3. Concept Art Quality Control The CU title describes the competency in Concept Art Quality Control. Concept Art Quality Control is a process of review the quality for all factors involved in concept art production. 1. Set project benchmark 1.1 Project requirements interpreted Project benchmark and guidelines identified in accordance with project requirements 1.3 Quality control checklist prepared in accordance with

15 CU Title CU Code CU Descriptor Work Activity Performance Criteria Concept Art Quality Control is performed by setting project benchmark and guidelines, executing quality control tasks, refining concept art and recording quality control activities. The outcome of this competency is to ensure the quality of final product meet the standard and project requirements. benchmark and guidelines 2. Execute quality control tasks 2.1 Concept art quality assessed in accordance with quality control checklist 2.2 Quality control results/feedback explained in accordance with quality control results 2.3 Expected results explained to the assigned team 2.4 Job progress (follow up) in ensuring the teams follow the right direction reviewed 3. Refine concept art 3.1 Unsatisfactory concept art identified in accordance with quality control results 3.2 Improvement methods/ technique identified 3.3 Concept art refinement activities carried out in accordance with project benchmark and guidelines 4. Record quality control activities 4.1 Quality control activities confirmed and documented 4.2 Quality control results verified and submitted 7

16 CU Title CU Code CU Descriptor Work Activity Performance Criteria 4. Advance Concept Art Illustration The CU title describes the competency in Advance Concept Art Illustration. Advance Concept Art Illustration is a high quality of finished concept illustration. Advance Concept Art Illustration is performed by planning advance concept illustration, carrying out advance pre visualization activities and streamlines the design style and finalising illustration process. The outcome of this competency is to complete a concept art illustration, consist of detailed information such as photo realistic/ stylize design, character attributions, origin, texture, material, depth and physics in accordance with project requirements 1. Plan advance concept illustration 1.1 Advance concept illustration software identified 2. Carry out advance concept art activities 1.2 Advance concept illustration technique identified such as: 1.3 Advance concept illustration tools (drawing tablet, drawing canvas, etc) identified 1.4 Perspective drawing guidelines/direction interpreted 1.5 Existing concept illustration reviewed for enhancement in accordance with project requirements and identified concept art criteria. 1.6 Concept art details and realism enhanced 2.1 Advance concept art software used in order to produce a high quality illustration in short time 2.2 Perspective drawing guidelines/direction applied 2.3 High quality of finished concept illustration produced in accordance with project requirements 8

17 CU Title CU Code CU Descriptor Work Activity Performance Criteria 3. Streamline design style (consistency) 3.1 Concept art compiled 3.2 Standard on design styles identified in accordance with script 3.3 Inconsistent artworks refined if required 4. Execute final concept art submission process 4.1 Final artworks compiled 4.2 Final artworks arranged 4.3 Information details prepared for every concept artworks 4.4 Presentation styles determined 4.5 Finalise illustration process presented to superior 9

18 A SAMPLE OF CREATIVE ART DIRECTION CURRICULUM of COMPETENCY UNIT (CoCU) For other CoCu, please buy the full version at your nearest Department of Skill Malaysia office. Details at 10

19 CURRICULUM of COMPETENCY UNIT (CoCU) Sub Sector Job Area CREATIVE MULTIMEDIA CONCEPT DESIGN NOSS Title CONCEPT DESIGN LEVEL 5 Competency Unit Title Learning Outcomes CREATIVE ART DIRECTION The person who is competent in this CU shall be able to manage the artistic and design elements of a project and to produce a certain look and feel for the resulting artwork so that it contains required expressions and conveys the appropriate messages in accordance with project requirements. Upon completion of this competency unit, trainees will be able to:- Decide project concept Conduct concept studies Provide guidance in creative production design Competency Unit ID Level 5 Training Duration 450 Hours Credit Hours Work Activities Related Knowledge Related Skills Attitude / Safety / Environment Training Hours Delivery Mode Assessment Criteria 1. Decide project concept i. Collective data from team members and director ii. Decision making skill iii. Project requirements 15 hours Lecture Visual presentation Group discussion i. Project concept design decided in accordance with concept art guidelines and brainstorming result ii. Guidelines for research process provided in 11

20 Work Activities Related Knowledge Related Skills i. Select preferable concept ii. Establish project concept design and direction Attitude / Safety / Environment Attitude: Training Hours Delivery Mode 35 hours Demonstration & Observation Simulation Assessment Criteria accordance with concept art requirements i. Adhere to decided project concept 2. Conduct concept studies i. Production pipelines ii. Project direction iii. Team management iv. Leadership qualities i. Determine specific style for the project ii. Compile related design element such as environment, wardrobe iii. Select references for project iv. Create references archive for guidelines 25 hours Lecture 200 hours E-learning, self-paced Demonstration & Observation Simulation Project i. Research and idea development process monitored in accordance with concept art guidelines ii. Drawing board and research board collected and analysed in accordance with artistic value and commercial value that suits the project v. Monitor research and idea development process (research and drawing board) 12

21 Work Activities Related Knowledge Related Skills Attitude / Safety / Environment Training Hours Delivery Mode Assessment Criteria Attitude: i. Precise on conducting concept studies ii. Detail in collect, select and create reference for guidelines 3. Provide guidance in creative production design i. Basic art direction ii. Problem solving skills i. Set look and feel ii. Provide reference for specific colour mood iii. Compare and decide concept references iv. Identify problems/issues in creative production design 40 hours Lecture 135 hours Case study or Problem based learning (PBL) Demonstration & Observation Motion pictures & Videotapes i. Concept look and feel finalized ii. Problems / issues in creative production identified and solved iii. Originality and appeal of the design assessed in accordance with project concept v. Solve and guide the problems/issues in creative production vi. Ensure consistency in design 13

22 Work Activities Related Knowledge Related Skills Attitude / Safety / Environment Training Hours Delivery Mode Assessment Criteria vii. Review originality and appeal of the design viii. Overview research board Attitude: i. Adhere to provide guidance in creative production design ii. Knowledgeable in setting concept look & feel iii. Details in observe art concept 14

23 Employability Skills Core Abilities Social Skills NOT APPLICABLE 1. Communication skills 2. Conceptual skills 3. Interpersonal skills 4. Learning skills 5. Leadership skills 6. Multitasking 3 and 3 prioritizing 3 7. Self-discipline 8. Teamwork Tools, Equipment and Materials (TEM) ITEMS 1. Personal Computer 2. Script 3. Project Management Software 4. Internet 5. Printer 6. Stationary RATIO (TEM: Trainees) 1:1 1:1 1:1 1:1 1:25 1:1 15

24 References REFERENCES 1. Ambrose, Gavin; Harris, Paul (2003), The Fundamentals of Creative Design, Ingram Pub Services, ISBN: Un, Production Design & Art Direction, The Arts, ISBN: Olson, Robert L; Olson Robert (1998), Art Direction for Film and Video, Focal Pr, ISBN: