Overview of Creative Process Unit

CREATIVE PROCESS

OUTCOME 1

Prepare for team discussion about a given brief.

Performance Criteria

(a) Identify existing digital media products which address similar objectives to the brief.
(b) Develop a personal response to the brief for presentation to a team.
(c) Describe how the personal response meets the requirements of the brief.

OUTCOME 2

Contribute effectively to discussions on a team response to the brief.

Performance Criteria

(a) Present personal response to the team.
(b) Respond appropriately to feedback on personal response.
(c) Listen to and provide feedback on other team members’ responses.
(d) Contribute to the development of the agreed team response.

OUTCOME 3

Contribute to the preparation and delivery of the presentation of the team response to the brief.

Performance Criteria

(a) Contribute to the identification of the elements of the presentation.
(b) Contribute to the identification of agreed roles and responsibilities in the production of the
presentation.
(c) Carry out own agreed role in the production of the presentation.
(d) Contribute to the identification of agreed roles and responsibilities in the delivery of the
presentation.
(e) Carry out agreed role in the delivery of the presentation.  

OUTCOME 4

Review the team response to the brief.

Performance Criteria

(a) Seek feedback from the audience of the presentation.
(b) Evaluate whether the team response met the requirements of the brief.

EVIDENCE REQUIREMENTS FOR THIS UNIT

Evidence must be produced to demonstrate that all Outcomes and Performance Criteria have been met. Evidence will be gathered in open-book conditions at appropriate points throughout the Unit.

Outcome 1 — Written and/or Oral evidence

Candidates are required to produce evidence that they have:

♦ identified two existing digital media products which address similar objectives to the brief
♦ developed a personal response to the brief
♦ described how the personal response meets the requirements of the brief. The candidate must compare the requirements given in the brief to the features of the personal response

The personal response will include:

♦ identification of the digital medium to be used
♦ a basic representation of the proposed response in a format appropriate to the needs of the
candidate and the proposed response


Outcome 2 and 3 — Performance evidence

Candidates will be required by practical activity to demonstrate that they are able to:

♦ present a personal response to the team
♦ respond appropriately to feedback
♦ listen to and provide feedback on other team members’ responses to the brief
♦ contribute to the selection of the agreed team response
♦ contribute to the identification of the elements of the presentation
♦ contribute to the identification of agreed roles and responsibilities in the production of the
presentation
♦ carry out own agreed role in the production of the presentation
♦ contribute to the identification of agreed roles and responsibilities in the delivery of the
presentation
♦ carry out agreed role in the delivery of the presentation

The presentation will demonstrate the team response to the brief and will include:

♦ identification of the digital medium to be used
♦ a representation of the proposed response in a format appropriate to the needs of the candidates and the proposed response

Candidates will maintain a record of their contribution to team discussions and the preparation and delivery of the presentation of the team response to the brief.


Outcome 4 — Written and/or Oral evidence

Candidates will be required to provide evidence which includes:

♦ feedback from the audience of the presentation
♦ an evaluation of whether the team response met the requirements of the brief

Candidates will be provided with a review template.


Candidates will begin to develop an understanding and knowledge of the various stages of the creative process.

The creative process works best when there is collaboration between the team and the client. The relationship between the team and the client is crucial to a successful Outcome. The first stage is to understand the requirements of the brief. Good communication is an essential part of the process. As potential practitioners in a highly commercial and creative team operating in the digital media industry, candidates should be responsive to new processes, technologies and information that will benefit their clients.

Candidates should be encouraged to be experimental and imaginative in the development of their ideas. They will be expected to show an awareness of industry developments. 

The response to the brief should show awareness of media, target audience, deadlines, budgets and other influencing elements. 

Candidates will contribute to a presentation (or pitch) to a ‘client’ or ‘clients’. This could be an actual client, or teachers/lecturers or members of the candidates’ peer group could act as clients. Candidates will have an opportunity to use various visual techniques and creative samples to demonstrate their ability to convince the audience of the validity and appropriateness of their proposals in solving the client’s problem creatively.

Employability Skills

In this Unit candidates will generate evidence for the following employability skills:

♦ working co-operatively with others
♦ planning and preparation
♦ being innovative and, sometimes, challenging
♦ taking advice and dealing with feedback 
♦ giving advice and feedback to others
♦ good communication skills
♦ understanding roles and responsibilities in the workplace
♦ contributing to discussions and practical projects
♦ interpretation of project briefs
♦ presentation and pitching skills

Although not directly assessed in this Unit, there are also opportunities to develop the following employability skills:

♦ positive attitudes to learning and the workplace
♦ reviewing and evaluating own skills development
♦ finding, gathering, organising and evaluating information including through the use of IT
♦ skills in using hardware and software
♦ organisational skills
♦ health and safety awareness, including maintaining a tidy, organised and safe working
environment
♦ awareness of the digital media industry
♦ time management skills and working to deadlines


Candidates should be encouraged to be experimental and imaginative in the development of their ideas and thoughts and the teacher/lecturer should assist candidates to develop their preparation, production and evaluation skills by offering hints, reminders, feedback and guidance about industry expectations. In this Unit candidates will work as part of a team.

Candidates will interact with their peers and contribute to a team ethos by taking notes during the creative process both from their own point of view and that of the team. These details should then be used to form the basis of the evaluation in Outcome 4.