U11: DIGITAL VIDEO

Health Warning Please remember that the Exam Board

doesn’t provide MAs for anything beyond U4, so this is my best interpretation of the markgrids and other paperwork…

Note: this one needs easy and frequent access to a decent digi camera.. Or two… and lenses… and printers… and paper…

Scenario

The School would like a promotional video, something they could put on the website, or on a disk to hand to potential students or staff.

It needs to include appropriate sound and video footage, as well as animation and graphics to suit the purpose of the video.

Task 1: Well-trodden Path So what’s already out there? What can

you learn from what others have already done? There’s a lot to look at – check out the next THREE slides!

Analyse at least 2 different videos, considering format, target audience, conventions used, strengths and weaknesses in light of the perceived purpose – ideally referring to examples on the recording.

Task 1: Well-trodden Path You could choose from any of:

music videos e.g. for groups, individual artistescorporate videos e.g. company, college information videos e.g. Health and Safetyvideo for websites e.g. news, events instructional videos e.g. fitness, how to play guitartraining videos e.g. lifting patients, handling heavy goodspromotional videos e.g. for a holiday resort, religious

grouphobby videos e.g. fishing, compilation of edited football

matchesevents videos e.g. weddings

Task 1: Well-trodden Path You could choose from any of:

Formats○ avi, .mpg, .mov, other○ video or DVD○ Length

Intentions○ target audience○ purpose e.g. to inform, entertain, persuade,

educate○ viewing context e.g. at home, in house

Task 1: Well-trodden Path You should consider conventions such as:

editing techniques e.g. wipes, dissolvesspecial effects e.g. Chroma key, rotation, flipsdialogue e.g. scripted, unscripted, voice overmusic e.g. genre, theme music, background musictitling/creditscamera shots e.g. establishing, insert, close-ups presenters and actorstreatment e.g. authoritative or informal style, use of

jargon, technicalwords or buzz words

Markgrid – AO1 PASS

Candidates analyse and compare at least two different videos.

Candidates give a general description of format, content, conventions, and target audience, supported with few examples.

The purpose and viewing context is clearly explained with reference to the target audience.

They comment on the content and conventions used.

Markgrid – AO1 MERIT

Candidates analyse and compare at least two different videos.

Candidates give a detailed description of format, content, conventions, and target audience, supported with appropriate examples.

The purpose and viewing context is clearly explained with reference to the target audience.

Positive aspects of each video are discussed and weaknesses are identified.

They give a description of the content and conventions used.

Markgrid – AO1 DISTINCTION

Candidates analyse and compare at least two different videos.

Candidates give a detailed description of format, content, conventions, and target audience giving clear examples from the professional videos, supported with a variety of well chosen examples.

The purpose and viewing context is thoroughly explained with reference to a clearly defined target audience.

Positive aspects of each video are discussed, weaknesses are identified and possible improvements are suggested.

They give a detailed description of the content and conventions used.

Task 2: See one, Do one.. Well you watched all the others, now you need

to do ours:Describe the main content for the 3 minute videoStoryboard and script clearly, ideally showing use of

some of the conventions you just identifiedPlan the actual video production (more later)STICK TO THE PLAN if at all possible, but that

said, create Plan B if need be. Basically, your plan should be realistic, and only changed in the event of a serious scre… I mean, disaster…!

Task 2: See one, Do one.. This ought to be fairly clear, except for

the last one:Plan content for a video of at least 3 minutes

longProduce a detailed storyboardProduce a script as appropriateProduce a production and post-production

plan including time, interim deadlines and availability of resources

Task 2: See one, Do one.. So you need to think carefully about not

only what you are going to do, but exactly how, with what, by when. That’s the creation, editing, optimising and exporting, and ultimately bashing onto a disk.

Vision, folks – you need vision, here!

Markgrid – AO2

PASSCandidates provide a clear description

the main areas of content for a video of at least 3 minutes long.

Candidates produce a clear storyboard and script as appropriate.

The plan for video production will be complete, but there may be gaps or planning may not reflect best practice.

The plan may not be adhered to fully.

Markgrid – AO2 MERIT

Candidates provide a detailed description relating to the main areas of content for a video of at least 3 minutes long.

Candidates produce an effective storyboard and script as appropriate.

The plan for video production will be complete and will reflect best practice.

The plan is mainly adhered to. It should be amended to show any changes that may have been necessary.

Markgrid – AO2 DISTINCTION

Candidates provide a comprehensive description including creative decisions relating to all areas of content for a video of at least 3 minutes long.

Candidates produce an effective storyboard and script as appropriate that show some understanding of professional conventions.

The plan for video production will be complete, covering contingencies and reflects best practice.

The video is recorded according to the plan and the plan is updated to reflect any necessary changes.

Contingency plans are put into effect if necessary

Task 3: Getting it all together Here you collect your stuff, all the bits

and pieces. Do you need copyright agreement? Have you managed to make your camera work? What about sound? Are you comfortable using the software so you will use your time effectively?

Markgrid – AO3

PASSCandidates produce/obtain resources for

the video and save them using a suitable format.

Candidates create a new video project and import components (video, graphics, sound) into it.

Markgrid – AO3

MERITCandidates produce/obtain resources for

the video and save them using a suitable format.

The resources will be appropriate.Candidates create a new video project

and import a range of components (video, graphics, sound) into it.

Markgrid – AO3

DISTINCTIONCandidates produce/obtain resources for

the video and save them using a suitable format.

All elements must be of a near professional standard.

Candidates create a new video project and import a range of components (video, graphics, sound) into it.

Task 4: I’m ready for my close-up… So you create your masterpiece. Well,

you’ve got the raw components now. In this AO you’re refining and crafting it into something close (ideally identical) to the plan all that time back in Task 1 Land…

And because this is OCR you need screenshots. Lots and Lots of Screenshots! Showing….

Task 4: I’m ready for my close-up… Techniques: e.g.

cropping/splitting timelining using transitions and effects establishing narrative and continuity

Manipulate sound: e.g. add sound extract sound where required use fades and overlay use sound FX

Generate titles e.g. produce text titles using software position titles with images and sound

Task 4: I’m ready for my close-up… And I’m gonna expect the basic

explanations too – DON’T just say, ‘I used transition X’. Any dope can do that. Explain what it was about that effect/transition/fade effect/ whatever that enhances your production and helps you achieve what is required.

Markgrid – AO4

PASSThe video produced may contain minor

gaps or minor technical errors.Editing is competent but there may be

some continuity problems, technical errors or problems in meaning as a result of poor post production work.

Candidates use a few editing techniques. Some elements may not work as intended.

Markgrid – AO4

MERITThe video produced will be technically

competent throughout.Editing and other post production work is

competent with no errors and with consistent continuity and clarity of meaning.

Candidates use a range of editing techniques.

Most elements work as intended.

Markgrid – AO4 DISTINCTION

The video produced will be technically competent throughout showing a high degree of creativity and/or originality.

Editing is skilful and mostly invisible, with continuity, effects, post-production additions and sound all creatively utilised within the intentions of the production.

Candidates use a wide range of editing techniques.

All elements work as intended and have been used appropriately..

Task 5: Techie Stuff

More techniques consider: you’ve got this darn thing as a Premier or MovieMaker or whatever project so far – but so what?

Now you need to check out video encoding tech, highlighting the differences between them, and choosing one (with reasons!) to use for your masterpiece.

Task 5: Techie Stuff So look at different video encoding technologies

e.g.proprietarynon-proprietary (freeware/shareware) lossynon-lossycompression techniquesCODECs

Encode the finished video using an appropriate file format/size

Optimise the video for distribution via a chosen medium

Markgrid – AO5

PASSCandidates produce a brief report

looking at few of the video encoding technologies.

Candidates demonstrate limited understanding of the main differences between them.

The video is encoded to an appropriate file format/size for distribution.

Markgrid – AO5

MERITCandidates produce a detailed report

looking at some of the video encoding technologies, comparing and contrasting them.

Candidates demonstrate some understanding of the differences between them.

The video is encoded to an appropriate file format/size for distribution.

Markgrid – AO5

DISTINCTIONCandidates produce a comprehensive

report looking at video encoding technologies, comparing and contrasting them effectively.

Candidates demonstrate a thorough understanding of the differences between them.

The video is optimised and encoded to an appropriate file format/size for distribution.

Task 6: Showing Off! Now you have to face the music… you need to gain

feedback from a client or focus group: e.g.:questionnaire interviewrecord audience responsedescribe strengths and weaknesses of the video

Evaluate the video in terms of itstechnical qualitycreative qualityAnd in relation to the original intentions of the videocompare it with professional videos

Evaluate your own performance

Markgrid – AO6

PASSCandidates present the video to a client

or focus group.Candidates make an evaluation of the

quality of the video that makes some reference to feedback received.

They suggest some improvements.There is some evaluation of the

effectiveness of their performance.

Markgrid – AO6

MERITCandidates present the video to a client

or focus group.Candidates make a detailed and

accurate evaluation of the video that refers to feedback received.

They suggest realistic improvements.There is a detailed evaluation of the

effectiveness of their performance.

Markgrid – AO6

DISTINCTIONCandidates present the video to a client or

focus group.Candidates make a comprehensive and

accurate evaluation of the video that refers to feedback received.

They suggest realistic improvements with justification.

There is an in-depth evaluation of their performance that suggests improvements.