James Clayton

Working to a brief
In this report I shall be looking at previous work I have done and demonstrating how I have
reviewed my finished work. 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.

Relationship with client

Liasion 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 project so
far. The client was able to give me any suggestions on improvements or changes they would
want me to make before moving on to other aspects of the project.

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Dealing with difficulties or complaints:

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 project so
far. The client was able to give me any suggestions/improvements or changes they would
want me to make before moving on to other aspects of the project.

The client didnt find any problems with my work so I was able to continue with the
production. If the client did bring up any problems with the work then I would note them
down so I could reference them when trying to fix the issue.

Revisions to brief:
These milestone reviews are from unit 78 assignment 3 and were completed at a set times
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. The point behind these milestone reviews was so I could answer set questions which
would find out if I was behind schedule or not.

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Revisions to plan:
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.

Format
Evidence needed for a written report/Podcast/PPT/Pitch:
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:
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

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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.

Another example of a report that I commonly created was a proposal. 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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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 Unit 32 Assignment 4, instead of a written evaluation the client asked us to produce a

podcast evaluation instead. Heres the file of the podcast which is located in my Unit 32
Assignment 4 folder.

This is my presentation from Unit 72 Assignment 4 which I pitched to the class:

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Constraints experienced
Legal:
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.

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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.

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

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Regulatory Codes of practise:

The only time I covered codes of practise was in a legal and ethical report from Unit 78
Assignment 2:

Codes of practise:
The Code of Practice for Official Statistics promotes the production and distribution of
official statistics that inform decision making, and supports the continuous improvement of
those statistics. The Code applies to all UK bodies that produce official statistics, it
encourages and supports them to maintain their independence and to ensure adequate
resourcing for statistical production. It helps producers and users of statistics by setting out
the necessary principles and practices to produce statistics that are trustworthy, high quality
and of public value. As Im creating an advert that doesnt have any statistics on it these
codes dont apply to my advert. If I was to use statistics in my advert such as this % of
people eat out cereal bars I would have to make sure I follow these codes.

Management
Time management and working to agreed timescales:
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.

Communication skills:
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. Having good communications skills for these meetings was vital as I had to take down
everything the client told me.

When we were given the

brief we also had a talk with the client where
they gave us certain specifications that we
had to achieve whilst working on this
assignment. On the right is a screenshot of
the notes I took during the client meeting. I
took these notes so I could go back and check on them through the assignment so I could
easily tell if I was meeting the client/briefs demands and requirements. If the meetings we
had with the client was more in depth I could have created more detailed notes, thankfully
the notes I created were enough to complete the task successfully.

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Meeting requirements:
When we were given the brief we also had a
talk with the client where they gave us
certain specifications that we had to achieve
whilst working on this assignment. On the
right is a screenshot of the notes I took
during the client meeting. I took these notes
so I could go back and check on them through the assignment so I could easily tell if I was
meeting the client/briefs demands and requirements. If the meetings we had with the
client was more in depth I could have created more detailed notes, thankfully the notes I
created were enough to complete the task successfully.

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:
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:

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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.

Achieving agreed outcomes:

These are the notes I took during the client meeting I had at the start of Unit 54, The reason
I took these notes is to make sure I met all of the agreed criteria in the finished product.
When we were given the brief we also had a
talk with the client where they gave us
certain specifications that we had to achieve
whilst working on this assignment. On the
right is a screenshot of the notes I took
during the client meeting. I took these notes
so I could go back and check on them through the assignment so I could easily tell if I was
meeting the client/briefs demands and requirements.
At the end of Unit 54 I also created an evaluation where I checked I had met all of the
criteria along with reviewing the finished product I had made. This is the 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

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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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Feedback
From peers:
The only peer feedback I received for Unit 54 was through a questionnaire I created and
then gave out to 10 other students. Once I had gathered all of the questionnaires back I put
all of the information into a statistical analysis.
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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This is the statistical analysis for the questionnaire from Unit 54 Assignment 4. For any
question that I could I created a diagram which displayed the results, I also wrote a small
paragraph talking about the results from that question.

Final/Overall conclusion/Evaluations:
If the client requested so then I would write conclusions for the end of certain sections in
any reports that I wrote. For example in Unit 54 Assignment 2 I wrote this conclusion at the
end of the proposal:

This is the conclusion from my Unit 54 Assignment 4 evaluation:

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This is the evaluation I wrote up for Unit 34 Assignment 4:

Evaluation
Genre:
My healthy eating animation would fit in the infomercial genre as its there to inform people
about healthy eating through the actions of the characters but also through voiceovers and
onscreen text. As its for young children the animation needed to be interesting for them to
watch, for this reason the animation would also go into the entertainment genre. The client
never asked for a specific genre except that I link the animation in with healthy eating so I
feel I have met their requests here.

Content:
The content of the finished animation is exactly what I planned because I followed my dope
sheets exactly. The background and characters were identical to the ones I drew out on
storyboards during my planning, this is because I used them when creating the real graphics
to make sure everything matched up. The background consisted of a
sports area behind a school. To make it the image more detailed I
added a building and spot lights, all of these design aspects were
included on my storyboards. I had a total of four characters involved
in the animation which meant I had to create four individual
characters in Flash. I decided to use the same arm image for all the
characters to save time as it meant I didnt have to create a different
arm for each character. I did the same for the legs but just changed the
shoe colour which didnt take long. All the characters are located on
their own layer in Flash so that I could easily animate them without running into issues
where the motion tweens overlapped. The other aspects that completed the animation
were the piece of text that were displayed on the screen, these were the introduction
credits, the eat healthy text and the end credits. I created all these
graphics in Photoshop rather than in Flash as it allowed me to make them
more detailed and have special effects such as outlines. I included the BBC
logo on the intro and outro credits since the animation was produced for
the BBC.

Style:
This healthy eating animation was created on Flash which means its a computer animation,
as all of the characters are foods and not realistic looking the animation would be classed as
a cartoon. The style of this animation therefor is a computer animated
cartoon. All of the colours I used in this animation are bright and colourful
so its more exciting to watch but also as fruits and vegetables have bright

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natural colours which links in with the healthy eating message. The animation was produced
at 24 Framer Per Second which means that for every second there are 24 different frames.

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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