James Clayton

Working to a brief
In this report I shall be looking at previous work I have done and demonstrating how I
worked to the brief to meets its criteria. I will be looking at Unit 54 along with Unit 34 and
demonstrating how I met each individual aspect of the brief. If I need to I will also use
evidence from other units.

Unit 54:
This Is what the brief would have
looked like for all of the
assignments in my chosen units.
The first page contains the
scenario along with some of the
tasks I have to complete in the
unit, the second page contains all
of the individual headings I have
to complete on certain tasks.
Below that are possible sources
for the assignment.

Plans
Prepared plans to meet requirements:
This is my ILP from unit 78
assignment 3. It contained all
of the individual tasks that
we should have completed
by certain session, along with
the overall deadline of the
project. At the end of each
session I wrote under the
session review heading what
I had achieved that session,
doing this meant I could
easily check if I was behind or
on track.

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This is the timeline I created for unit 78 assignment 3. It contains all of the same information
that the ILP does except its displayed in a more visual way which means its easier to see
what deadlines need to be met first. The timeline goes in chronological order from left to
right with the end of the final deadline being at the far right of the timeline.

Milestone reviews are the third

way which I kept track of deadlines
and also to see my progress
through an assignment. This
milestone review is from unit 78
assignment 3 and was completed
at a set time throughout the
project. The client also looked at
these milestone reviews at the end
of the project to see how we got
on and if we had fallen behind at
any point during the production
phase.

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Relevant legislation to be followed:

In unit 78 assignment 2 I created a legal and ethical document which went over any issues
that might occur if I didnt follow these practises.

Legal & Ethical

Copyright:
Copy right is instantly applied to any work that has used some judgment or skill to create,
simply copying work does not make it allegeable for copyright protection. It is the
expression of the idea that is protected and not the idea itself, this means people can still
create something similar but not the exactly the same. The main categories in the UK that
are protected are as follows:

Films
Sound recordings
Broadcasts
Original literary works such as novels, poems, tables or lists and computer programs
Original dramatic works such as dance or mime
Original musical works such as musical notes
Original artistic works such as graphic works such as paintings or drawings,
photographs and sculptures.

The owner of the copyright is the person who created the work, this could be an author of a
book or a composition of music. If an employee of a company comes up with an idea that
gets copyrighted, the copyright belongs to them and not the company that employs them.
This rule exists to stop companies taking ideas of their employees without permission and
then taking credit for the work. The owner of the copyright have both moral and economical
rights, these allow the owner to copy, distribute, rent or lend out their work. They can also
communicate it to the public through the internet or in a show. The moral rights of the
copyright owner include the right to be identified as the owner, the right to not have work
that they did not create falsely attributed to them. The moral rights are ones that the author
retain in their works which are irrespective of whoever owns the economic rights of the
work, this means they can be waived but not licensed or assigned. The length the copyright
lasts depends on what type of work it is. For literary, dramatic, music or art work the
copyright lasts 70 years from the end of the calendar year in which the author dies. For
typographical work such as layout or appearance of printed articles the copyright lasts for
25 years from the end of the calendar year in which the work was first published.
As I will be creating all of the graphics from my own ideas I wont have to check for
copyright as Im not using any other work to create my own.

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James Clayton

Libel:
There are two versions of defamation, libel and slander. Libel is when the defamation is
written down (including email, bulletin boards and websites), and slander is when the
incident relates to words spoken. In the UK, if someone thinks that what you wrote about
them is either defamatory or damaging its entirely on to prove that your comments are

Timescales
Deadlines (How they were met):
This is my ILP from unit 78 assignment 3. It contained all of the individual tasks that we
should have completed by certain session, along with the overall deadline of the project. At
the end of each session I wrote under the session review heading what I had achieved that
session, doing this meant I could easily check if I was behind or on track.

This is the timeline I created for unit 78 assignment 3. It contains all of the same information
that the ILP does except its displayed in a more visual way which means its easier to see

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what deadlines need to be met first. The timeline goes in chronological order from left to
right with the end of the final deadline being at the far right of the timeline.

Resources and sources:

In unit 54 assignment 3 I created some graphics, before I made the graphics though I
created a resources folder which contained all of the assets which I would use in the
graphics. I put them all in this organised folder as it makes everything more organised and
easier to find.

The files found inside

the assets folder.

These are the finished

graphics found in the
PNG folder. In the PSD
folder are just the
Photoshop versions of the graphics.

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James Clayton

This is the sources document from unit 54 assignment 3. Whenever I used someone elses
work such as an image or a section of text I put a link to the original in my sources document
so I could credit the author. I created a sources document like this one for every assignment
I did.

Development of projects
Brainstorms:
This is my brainstorm from unit 4 assignment 1 since thats the only place which I created a
brainstorm in:

Ideas brainstorming
Radio/TV programme:
When advertising a radio station its very difficult to give the user something visual to look
at as radio is all audio. Most adverts for radio stations use small sections out of songs to give
the viewer an example of what type of music they will be playing. During these small
sections of music the advert may be showing images of the band or perhaps a recording of a
concert where the song was played. If the song has a music video it may also be used If they
have the permission of the music video creator, If I was to create an advert for a new radio
station I would use clips from the music videos as theyre most relevant to the song thats
currently being played and give the user something interesting to watch rather than just
listening to the advert.
Before new television programmes comes out they are often advertised to try and get a
larger audience for when its released, this is because it will bring in a larger revenue from
the programme. Creating an advert for a new TV programme is very simple to do as you can
just use small clips from the programme in the advert. When choosing these short clips
people mostly pick the most exciting and thrilling scenes but they have to do this without
giving too much away so the viewer actually watches the programme. If I was going to
create a TV programme advert I would choose an existing programme and create the advert
for that since I dont have the time and money to create a whole new programme just for
the advert.

New brand of trainers:

When you see a trainer being advertised on the Television it is usually
one of the more expensive brands since they can afford to make and
show these type of adverts. An example of trainers that are often
advertised on television are Skechers. This shoe brand creates shoes for
a wide variety of tasks, from kids school shoes to adult running trainers.

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When advertising their running trainers on television they start off by introducing the new
trainer and telling the viewer about how amazing it is due to some new technology it has.
The next part of the advert is usually someone wearing the shoes whilst running or doing
exercise, the actor for this is something a professional athlete who endorses the shoes. At
the end of the advert is when they tell the viewer the price of the shoes and often have a
still image or a video of the shoes which plays behind all the information.
This is one of the ideas I may consider doing as I could easily create a new logo design for a
brand of shoes and put it on a pair of my own shoes which I would then create the advert
for.

Mind-maps:
This is the mind map I
created for unit 78
assignment 2 which
includes all of the ideas I
had for the graphics. This is
the only unit which I
created a mind map for.

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James Clayton

Proposal:
My proposal from unit 54 assignment 2:

Proposal
Client meeting:
Had a meeting with the client where we went
over the requirements for the graphics. I have
saved this meeting so I can go back and
reference the requirements whilst creating the
graphics.

Concept:
I have several different ideas I could use for the logo, A3 poster and the DVD cover which
would fit well with each other. Despite the name of the band being The Pixels I wont be
using any form of pixels in the designs since that doesnt require any creativity and is the
first design idea that comes to peoples minds when they hear the band name. Instead I will
be creating designs that will be interesting and detailed, making them stand out from other
simplistic designs.
For the logo of the band it will be normal text but I will be
editing it heavily so the different letters are on different
orientations and look 3D. I will then be adding a blue glow effect
to the letters so the text will stand out on a black background.
To make the letters even more detailed I will be adding hints of
colour to them that looks like flowing lava in the letters
themselves. I can adjust the colour of this lava flow through the letters to match the glowing
colour of the logo. When I create the logo I will be making it on a canvas size of 1200x500,
this is so the logo is a good size that can be used in different projects but not too large that
the file size is ridiculous.
The CD cover will be the conventional size for a CD
cover, as seen in the diagram, and will contain the
logo for the band, the songs on the album and other
essential information like bare codes and age
restrictions. The design for the cover will be similar to
the logo in that it wont have any pixels or pixilation on, instead
Im going to create an exploding black hole in space that the logo
is coming out of. On the spine and back cover will be light
coming off of the logo along with little stars since its space. The

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front cover will only contain this image and the band logo to keep it very minimal, the back
cover will have all of the information on.

Script:
In unit 34 assignment 2 I analysed the script from an animated commercial and then created
my script for my animation.

Script:
The only talking in the Change4Life advert is the narrator talking to the characters. Heres
the script from the advert:

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Honestly you lot

What are you putting into your bodies?
Let me show you
Come on, hold tight
This is the amount of fat in that whole pizza
Yuck!
Characters gasp
Theres 17 cubes of sugar in that fizzy drink
Too many hidden nasties can create dangerous levels of fat in your body that could
lead to heart disease, stroke, type 2 diabetes. Cancer.
Come on lets get food smart
Heres our free meal mixer, its packed with cheap and easy everyday ideas

The whole point of the script in the Change4Life advert is to make it interesting to listen to
but also to give across valuable information, such as that theres 17 cubes of sugar in most
fizzy drinks. This information is there to inform and also scare the listener into watching
what they eat.

In my healthy eating advert I will have a similar type of script where its used to inform the
viewer about the type of food they shouldnt eat on a regular basis but also to describe
whats happening in the advert. This will be the script for the animation:

Look boys and girls theres a race about to start!

Its a battle of healthy and unhealthy, I wonder who will win?
And theyre off!
Coca cola has taken an early need but looks to be struggling.
Sugar cube and orange are tied for second place at the moment!
Oh no coca cola has taken a tumble and is all over the track.
Sugar cube wont be able to get through that.
Heres orange taking the lead!
Orange has won the race!
Guess eating healthy does make you stronger.

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James Clayton

Meet requirements of brief - Review of projects - Feedback from peers:

In unit 54 assignment 4 I created a questionnaire
which peers could fill in. I gave 10 of these
questionnaires out for people to give me feedback
on my animation. Once I had gathered all of the
feedback I created a statistical analysis. I have done
similar questionnaires and statistical analysis reports
for other units where I have created a product.

Evaluate against requirements and constraints:

For every unit where we created a product we also wrote up an evaluation which went over
different aspects of the product and how they would be improved or changed. The point of

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the evaluation is to help improve future products. This is my evaluation from Unit 54
assignment 4:

Evaluation
Effectiveness
Extent to which brief has been met:
At the start of the project I had a meeting with the client where
they outlined all of the features I had to include in the graphics, I
wrote everything down that was said in this meeting so I could
check my work against it to make sure I had completed
everything. I have followed the brief completely therefor have
completed all of the tasks it asked for. I created a logo for the Pixels which I then applied to a A3
poster and CD cover which I also created, the CD cover had all of the requested features such as the
logo, mandatory information like age rating, legal information and barcode.

Use of appropriate methods and techniques:

To create all three of my graphics I used Photoshop since that was the most appropriate programme
since its the best graphic software you can purchase. When producing the graphics I used
conventional methods which most people know if they have some experience with Photoshop. The
most complicated part of creating all of the graphics was making the logo since it involved so many
steps and required a decent level of skill to achieve the finished product. On the logo I needed a rock
texture since the letters are supposed to be made out of stone. To achieve this I did the following:

Moved the rock texture over the letter I want to apply it to making sure it covers
the whole letter. In this case I am applying it to the letter I so you cant see it right
now.

Using the magic wand tool I select the whole of the letter I including the shadow.
To make this easier I made the layer with the rock texture on transparent.

I then made the texture layer visible again and made sure I was on that layer. I
then pressed crtl+x to cut the shape of the letter I out of the rock texture. I
deleted the rest of the texture and pasted this cut out texture.

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All of this feedback and analysis of my work is essential if I want to improve as it helps me
see any flaws in the product I produced. If I had gotten some peer feedback then that would
also help me improve future product.

Discussion with client:

This is the client liaison diary I created for Unit 32 assignment 4. The point of this diary was
to have several meetings throughout the project to see the clients opinion on the progress
so far.

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James Clayton

Apply
Pre-production phases:
Before moving onto creating a product we always did plenty of planning beforehand. This is
the proposal I created for Unit 32 assignment 2:

Proposal
Definition of audience
Age:
The age which Change4lifes adverts are aimed at is
anywhere from 7-50. I think this is the age their adverts are
aimed at because healthy eating applies to everyone and
the way the adverts are constructed means they appeal to
everyone no matter what age they are. The main message
behind the advert is that you need to think about what
youre eating and how much sugar and fat is in it. This message is most likely aimed at
people over 11 because any younger and they probably wont think about the food they eat.

The advert I will be creating has a younger target audience than the Change4life adverts of
5-11 . Im going to make the advert so it appeals to this age range because thats what the
client asked for but also as its important to teach younger kids to eat healthy so they grow
up with the good habit. To make the advert appeal to this audience I will make the
characters look like cartoons as kids will find them more appealing and interesting to watch
because they will feel like theyre just watching a normal cartoon. I will also use bright
colours and cheerful music because these too are exciting for kids.

Gender:
The Change4life adverts dont have a target gender
because both males and females need to eat healthy. To
meet this criteria the advert uses lots of different
colours as you can see in this image. The main colours it
uses are also gender neutral such as yellow, green and
white. The two characters are blue and pink which also
balance each other out.

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James Clayton

The client has asked that I make the advert gender neutral because that way its more
effective as it reaches a wider range of people, to do this I will use the same techniques as
Change4life by using neutral colours like yellow and green. I need to think carefully about
what activities I have in the advert because certain sports are associated with certain
genders. For example if I was to make the characters play football then it would unbalance
the advert, instead I could make them do something such as running because that isnt
associated with a specific gender. One of the benefits of having a target audience of 5-11
year olds is that they arent too bothered about what gender the programme is aimed at as

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In the diary I talked about all of the different aspects of the animation such as audio,
character, the script and the storyline. Along with the proposal I also created drawings for
the set, characters and the different scenes which would make up the animation. These are
the drawings:

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James Clayton

Production phases:
Whilst making the animation in Unit 34 assignment 3 I kept a diary of everything I did so if
someone wanted they could follow the diary to create a similar animation. This is the dairy I
created:

Animation production diary

Aim 14/02: Begin to create/gather my assets such as graphics and audio.

Evidence:
The first asset Ill be creating is the background for the
animation. I will be using Photoshop for this. The first step in
creating this graphic was to set the canvas size to the same
size as my animation will be, 832x624.

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Using the paint bucket tool I coloured the background in green, I did this so I can
put all other aspects of the graphic over the top of the grass.
To select the colour green I used the colour selection panel.

To add the paved area I made a new layer above the grass and
drew the concrete out using the line tool and then filled the
empty area with the paint bucket tool.

To create this building I used the line tool, fill tool and the
perspective tool. The perspective tool allows you to adjust the
rotation and perspective of a graphic so that it looks like it is on
an angle. I used this tool to create the doors.

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Post-production phases:
For every unit where we created a product we also wrote up an evaluation which went over
different aspects of the product and how they would be improved or changed. The point of
the evaluation is to help improve future products. This is my evaluation from Unit 54
assignment 4:

Evaluation
Effectiveness
Extent to which brief has been met:

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James Clayton

At the start of the project I had a meeting with the client

where they outlined all of the features I had to include in
the graphics, I wrote everything down that was said in this
meeting so I could check my work against it to make sure I
had completed everything. I have followed the brief completely therefor have completed all
of the tasks it asked for. I created a logo for the Pixels which I then applied to a A3 poster
and CD cover which I also created, the CD cover had all of the requested features such as
the logo, mandatory information like age rating, legal information and barcode.

Use of appropriate methods and techniques:

To create all three of my graphics I used Photoshop since that was the most appropriate
programme since its the best graphic software you can purchase. When producing the
graphics I used conventional methods which most people know if they have some
experience with Photoshop. The most complicated part of creating all of the graphics was
making the logo since it involved so many steps and required a decent level of skill to
achieve the finished product. On the logo I needed a rock texture since the letters are
supposed to be made out of stone. To achieve this I did the following:
Moved the rock texture over the letter I want to apply it to making sure it
covers the whole letter. In this case I am applying it to the letter I so you
cant see it right now.

Using the magic wand tool I select the whole of the letter I including the
shadow. To make this easier I made the layer with the rock texture on
transparent.

I then made the texture layer visible again and made sure I was on that
layer. I then pressed crtl+x to cut the shape of the letter I out of the rock
texture. I deleted the rest of the texture and pasted this cut out texture.

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James Clayton

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James Clayton

All of this feedback and analysis of my work is essential if I want to improve as it helps me
see any flaws in the product I produced. If I had gotten some peer feedback then that would
also help me improve future product.
Along with the evaluations I sometimes created a questionnaire if the brief requested it,
after having the questionnaires filled in I then did a statistical analysis on the results:
In unit 54 assignment 4 I created a questionnaire
which peers could fill in. I gave 10 of these
questionnaires out for people to give me feedback
on my animation. Once I had gathered all of the
feedback I created a statistical analysis. I have done
similar questionnaires and statistical analysis reports
for other units where I have created a product.

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James Clayton

Monitor progress How and why:

This is my ILP from unit 78

assignment 3. It contained all
of the individual tasks that
we should have completed
by certain session, along with
the overall deadline of the
project. At the end of each
session I wrote under the
session review heading what
I had achieved that session,
doing this meant I could
easily check if I was behind or
on track.

25
James Clayton

This is the timeline I created for unit 78 assignment 3. It contains all of the same information
that the ILP does except its displayed in a more visual way which means its easier to see
what deadlines need to be met first. The timeline goes in chronological order from left to
right with the end of the final deadline being at the far right of the timeline.

Milestone reviews are the third

way which I kept track of deadlines
and also to see my progress
through an assignment. This
milestone review is from unit 78
assignment 3 and was completed
at a set time throughout the
project. The client also looked at
these milestone reviews at the end
of the project to see how we got
on and if we had fallen behind at
any point during the production
phase.

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James Clayton

Reviews How and why:

For every unit where we created a product we also wrote up an evaluation which went over
different aspects of the product and how they could be improved or changed. The point of
the evaluation is to help improve future products. This is my evaluation from Unit 54
assignment 4:

Evaluation
Effectiveness
Extent to which brief has been met:
At the start of the project I had a meeting with the client where
they outlined all of the features I had to include in the graphics, I
wrote everything down that was said in this meeting so I could
check my work against it to make sure I had completed
everything. I have followed the brief completely therefor have
completed all of the tasks it asked for. I created a logo for the Pixels which I then applied to a A3
poster and CD cover which I also created, the CD cover had all of the requested features such as the
logo, mandatory information like age rating, legal information and barcode.

Use of appropriate methods and techniques:

To create all three of my graphics I used Photoshop since that was the most appropriate programme
since its the best graphic software you can purchase. When producing the graphics I used
conventional methods which most people know if they have some experience with Photoshop. The
most complicated part of creating all of the graphics was making the logo since it involved so many
steps and required a decent level of skill to achieve the finished product. On the logo I needed a rock
texture since the letters are supposed to be made out of stone. To achieve this I did the following:

Moved the rock texture over the letter I want to apply it to making sure it covers the
whole letter. In this case I am applying it to the letter I so you cant see it right now.

Using the magic wand tool I select the whole of the letter I including the shadow. To
make this easier I made the layer with the rock texture on transparent.

I then made the texture layer visible again and made sure I was on that layer. I
then pressed crtl+x to cut the shape of the letter I out of the rock texture. I
deleted the rest of the texture and pasted this cut out texture.

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James Clayton

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James Clayton

All of this feedback and analysis of my work is essential if I want to improve as it helps me
see any flaws in the product I produced. If I had gotten some peer feedback then that would
also help me improve future product.
Along with the evaluations I sometimes created a questionnaire if the brief requested it,
after having the questionnaires filled in I then did a statistical analysis on the results:
In unit 54 assignment 4 I created a questionnaire which
peers could fill in. I gave 10 of these questionnaires out for
people to give me feedback on my animation. Once I had
gathered all of the feedback I created a statistical analysis. I
have done similar questionnaires and statistical analysis
reports for other units where I have created a product.

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James Clayton

All of this work can be found on my Weebly website under the year 2 drop-down heading:
http://jamestclayton.weebly.com/

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