Course Title: Produce commercial photoimages

Part A: Course Overview

Program: C5228

Course Title: Produce commercial photoimages

Portfolio: DSC

Credit Points: 50

Nominal Hours: 50.0

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Course Code




Learning Mode

Teaching Period(s)


City Campus


345T Media and Communication


Term2 2012

Course Contact: Josiane Mueller

Course Contact Phone: 0399254585

Course Contact Email:

Course Description

On the completion of this course you will have gained an understanding of the skills required to produce commercial images.

Pre-requisite Courses and Assumed Knowledge and Capabilities


National Competency Codes and Titles

National Element Code & Title:

CUVPHI506A Produce commercial photoimages


1.establish and define requirements for a range of commercial projects.

2.shoot images, proof and optimise work to client specifications

3.prepare for shoot

4.wrap up and review shoot.

Learning Outcomes

This unit applies to the production of commercial photoimaging products by advertising, architectural, commercial, fashion and industrial photographers. Working with limited/no supervision, commercial photographers usually respond to closed or open briefs supplied by art directors or direct clients.

A normal commercial workflow requires liaison with designers, graphic designers, advertising agency creatives, art directors, post-production and pre-press coordinators. Commercial photographers are often responsible for supervising others (e.g. assistants).

This unit requires the application of skills and knowledge in order to respond to a brief, prepare quotes, plan/prepare shoots, process/optimise images, supply images to clients, bill clients and liaise/consult with a range of associated and allied persons, workteams, government agencies and private enterprises.

Overview of Assessment

Overview of Assessment

Critical Aspects of

Evidence of the following is essential:
• ability to apply a typical workflow in commercial
photoimaging professional practice
• ability to interact and liaise with clients, art directors and
associated professionals
• ability to apply business, coordination and negotiation
skills to own photoimaging work practices
• ability to apply technical and imaging skills, including
capturing/optimising commercial images.


Required skills

• photoimaging skills sufficient to create/optimise files and film to commercial
photoimaging industry standards
• research skills sufficient to:
• compare contemporary styles and conceptual/aesthetic approaches to commercial
• maintain professional practice arrangements for commercial photoimaging
• critical thinking skills sufficient to:
• recognise/address barriers to effective photoimaging workflow
• employ reflective questioning to analyse performance
• literacy skills sufficient to develop and interpret business documents and contracts
• numeracy skills sufficient to:
• develop and use complex spreadsheets
• maintain contractual/financial records for business/taxation purposes
• prepare budgets, quotations and invoices for clients
• planning and organising skills sufficient to:
• coordinate activities of models, assistants, creative and production teams
• interpret and respond to photoimaging briefs
• organise shoots on location/in studio and prepare shoot management timelines
• communication skills sufficient to:
• establish/nourish industry links with clients, contractors and employees
• make business presentations
• negotiate prices/fair exchange of services with clients and project stakeholders
• negotiate/relate with clients, models, creative teams and project stakeholders
• seek feedback from client/art director on shoot progress and image selection
• work effectively with diversity and deal empathetically with subjects
• learning skills sufficient to review personal performance within shoot context
• problem solving skills sufficient to identify/rectify equipment malfunction/failure
• teamwork skills sufficient to work with a production team
• technology skills sufficient to check and reinstate equipment, studio and props.

Required knowledge

• architectural, advertising, commercial, fashion and industrial photoimaging practices and
• business practice (e.g. partnerships, contracts, intellectual property, copyright, legal,
moral, insurance, financial, budget, political, OHS, licences and permits)
• relationship between photoimaging practitioner and the client/art director
• selection, testing and evaluation of technology to ascertain suitability for commercial
production purposes
• traditions and contemporary issues that inform commercial photoimaging practice
• working with government institutions/regulations relating to commercial photoimaging