Course Title: Produce commercial photoimages

Part B: Course Detail

Teaching Period: Term2 2012

Course Code: VART5962C

Course Title: Produce commercial photoimages

School: 345T Media and Communication

Campus: City Campus

Program: C5228 - Diploma of Photoimaging

Course Contact : Josiane Mueller

Course Contact Phone: 0399254585

Course Contact

Name and Contact Details of All Other Relevant Staff

Teacher: Eddie JAVIER
Phone: 03 9925 4774

Nominal Hours: 50

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.

Pre-requisites and Co-requisites


Course Description

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

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUVPHI506A Produce commercial photoimages


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

Performance Criteria:

evaluate requirements of client brief for a range of commercial photoimaging shoots ..
research sources of information for contemporary styles and conceptual/aesthetic approaches to similar commercial photoimaging shoots.
clarify sample layouts/other visual references with appropriate person/s.
prepare job, creative fee and usage estimates for a range of commercial photoimaging shoots
meet with client to confirm shoot responsibilities and refine/define shoot requirements
prepare terms and conditions/quotation for shoot in accordance with client deadlines and check against initial estimate
make agreement and complete contract with client or commissioning agent (where applicable).


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

Performance Criteria:

2.1 research/adopt professional practice arrangements for shoot and confirm with appropriate person/s.
2.2 investigate site-specific OHS, licence and permit requirements.
2.3 consider shoot requirements and make test shots to refine skills for shoot.
2.4 prepare shoot management timelines and make appropriate shoot preparations.
2.5 negotiate with necessary parties for access to models, locations and other subject/s.


3.prepare for shoot

Performance Criteria:

3.1 capture in-production images to agreed style and content within shoot context .
3.2 confirm (with client/commissioning agent) any changes that occur during the shoot that may lead to cost variances.
3.3 work with production team , proof images and seek feedback from client/art director on shoot progress and image selection.
3.4 optimise images and output creative product to agreed client specifications using industry standards.
3.5 prepare work for electronic/physical dispatch and presentation/publication within the shoot context.
3.6 prepare invoice/account for client.
3.7 deliver completed images/creative product to client with invoice/account and copy of licence and confirm client satisfaction.


4.wrap up and review shoot.

Performance Criteria:

check and reinstate equipment, studio and props..
catalogue and archive images/creative product appropriately.
maintain contractual and financial records for business and taxation purposes.
review client response and personal performance within shoot context
identify future opportunities, work directions, equipment needs and workflow changes resulting from the 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.

Details of Learning Activities

In class learning activities include, but are not limited to:

• peer teaching and class presentations
• group discussion
• online research
• independent project based work
• teacher directed group activities/projects
• workshopping of students’ own projects

Out of class activities include, but are not limited to:
• online research
• work shopping
• independent project based work

Topics for discussion

The structure and role of the advertising industry.
advertising campaigns, the role of the print media, newspapers, magazines, store displays (point-of-sale), and catalogue photography. editorial photography, photography sources for art directors.

The role of the advertising photographer.
photographic equipment & facilities. hiring models, stylists and actors. model release forms, insurance & responsibilities. processing & release of images.

Camera and lighting styles.
camera formats, aspect ratios, working to layouts, electronic flash lighting and tungsten lighting techniques. design and colour in the advertising photograph.

Teaching Schedule

WeekClass contentAssessment DueElements
Week 1Intro to Commercial
Course guide discussion
Assessment discussion

*Brief Assessment Part 1a - FORMATIVE quotation exercise.
[Lighting appropriate to topic/subject
Specialised metering
Illumination ratios]
Research online catalogues.
Supply catalogues in class for discussion.



Formative – Part 1a assessment in class

Week 2Assessment work
Studio Practice.
Week 3Assessment work
Studio Practice.

Assessment Part 1b - SUMMATIVE
*Group critique


Summative Assessment Part 1b Due in class on server.




Week 4*Brief Assessment Part 2
advertising/editorial mobile phone - technology.
[Lighting appropriate to topic/subject
Specialised metering
Illumination ratios]

*Submission. Assessment Part 2a - FORMATIVE
*Group critique
Supply 6 images as sourced from web – bring to class




Formative Assessment Part 2a Due in class on server.


Week 5Assessment work
Studio Practice.
Week 6Assessment work
Studio Practice.
Week 7Studio Practice.

*Submission. Assessment Part 2b - SUMMATIVE
*Group critique
*Feedback session
Supply 3/4 images shot in studio on the C5041 server.

Summative Assessment Part 2b Due in class on server.




Week 8Assessment work
Reshoot/Studio Practice.

Learning Resources

Prescribed Texts


You are advised to look at the course Blackboard site for ongoing updated information.

Other Resources


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

Assessment Tasks


Assessment for this course is ongoing throughout the semester. Your knowledge of course content is assessed through participation in practical exercises, knowledge assessment tasks and practical group projects.

Assessment tasks Assessment tasks in this course are either formative or summative. Formative tasks provide the basis for ongoing feedback and can be considered as essential building blocks for more substantial summative assessment tasks. To demonstrate competency in this course, you will need to complete each of the following pieces of assessment to a satisfactory standard. You will receive feedback on all assessment. For further information on the grading system please refer to the course Blackboard site.

Part 1:
After assessment brief you are to research and submit a minimum of 6 images sourced from web, magazine and discussion with your teacher.

Part 2:
Execute location shoot during class in the prescribed manner.

Consult teacher.
Work collaboratively.
Book equipment.
Organise props & location.
Execute shoot.
Post production.
assessment tasks

Assessment will be based on the degree of effort expended in terms of quality of lighting and its relevance, propping, design creativity, composition, level of viewer interest, mood, effectiveness of result, focus and exposure, presentation and the extent to which your initial idea is pursued.

proposed ideas are to be discussed with your teacher prior to commencement to ensure suitability of choice and approach. these proposals must be fully detailed and documented before seeking approval. ie ideas listed, sketches of layout, possible props, lighting style and equipment required, etc. students are expected to team up with at least one other student in order to assist one another in pre-production and execution of each individuals assessment.


part 1) • researchquotation exercise.

download and or obtain retail catalogues for reference. eg. myer, david jones, henry bucks… preferably current (summer/spring)

you have been asked to quote on a major advertising campaign. there are approx. 300 images ranging from room sets (bedroom, kitchen, bathroom etc.) your main expertise is lifestyle/editorial into fashion. think about the how, why, when, where, what and come up with several alternatives.


supply: quotation. written format to be confirmed.



part 2) • advertising/editorialmobile phone – technology (studio)

a high glossy magazine has requested that you shoot this particular assessment with an ad/editorial style. the art director has indicated to you that they need the product to be clearly seen, yet within context of the product/s use. i.e., cell phone, compact design, intuitive to use, lifestyle freedom etc. *must have choice of 4

format: vertical/horizontal
lighting: your choice
materials: digital


part 2a 6 images sourced from web
part 2b ¾ images as per specs supplied

NOTE: Pass criteria for each project will be detailed on the individual job brief.

Grades used in this unit are as follows:

CHDCompetent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competent with Pass
DNS Did Not Submit for Assessment

Assessment Matrix

The assessment matrix demonstrates alignment of assessment tasks with the relevant Unit of Competency. These are available through the course contact in Program Administration.

Other Information

You will receive spoken and written feedback from teachers on your work. This feedback will also include suggestions on how you can proceed to the next stage of developing your projects.

Late Submissions
Please advise teacher in advance if an extension of time or special consideration is required for submission of work. Refer to the course Blackboard site for policy information including information on late submissions.

RMIT has a strict policy on plagiarism. Please refer to the website for more information on this policy.

Special consideration Policy (Late Submission)
All assessment tasks are required to be completed to a satisfactory level. If you are unable to complete any piece of assessment by the due date, you will need to apply for an extension.
Please refer to the following URL for extensions and special consideration:;ID=qkssnx1c5r0y;STATUS=A;PAGE_AUTHOR=Andrea%20Syers;SECTION=1;

Course Overview: Access Course Overview