[Pro forma] wtab theory lo1(1000)

Working to a Brief
LO1
Robert-Ryan

Contractual Brief
Definition
A media company signs an agreement to complete a specific task within a specific
time for a set fee
Advantages
A good example of a contractual agreement would be Match of the Day and how the
studio there is supplied by Dock 10 a studio space in Media City Uk and are
contracted to rent the studio of £100,000 a day. The advantage is that Provided
you pay the required amount that you need to pay you are given further
production value to complete your project.
Disadvantages
If the media company or client do not stick to what you agreed with then it would
lead to a breach of contract and you and your client could end up facing legal
action so its important that you read what's on the contract to see if everything
written you fully agree with and you ensure to the client that you don’t sign to
anything you don’t want to do.

Formal Brief
Definition
The Client of your chosen brand/company gives the freelancer or production company
a brief and the terms that can be negotiated.
Advantages
This type of brief will give the basic structure of what the client will want from a
production and It can be used within larger groups and audiences.
Disadvantages
One set, clients must adhere to the brief and include all components and instructions
that have been agreed upon even if they don’t fully agree with all of it.

Informal Brief
Definition
This is a verbal agreement between the company and the freelancer or production
company.
Advantages
The advantage of this agreement it is easily solved through conversational exchanges
without having to go through a long wait of signing contracts .
Disadvantages
Because there is no contractual terms or formal brief there may be certain aspects
the client is looking for within a production that you can not do. For example the
client may want a piece of music to help to present there business in a epic way
but you will have to explain that you can’t because of it will effect copyright.

Co-Operative Brief
Definition
This is where two production companies or freelancers help produce a brief for a
client. A good example would be Tiger Aspect productions working with Endemol
to produce Bad Education for BBC 3
Advantages
The biggest advantage for working with another production company is that the other
company might have recourses and money that you might have not and because
of this you will be able to a lot fluently because you are not on your own.
Disadvantages
You might suffer creative differences between the other company you are
collaborating with and because of this you are forced to go through some
meetings to try to come to an agreement that you fully agree with.

Negotiated Brief
Definition
This brief would be instigated if the 2 media companies have conflicting ideas and would
have negotiate the brief before they start the shoot. Through this the brief will be
changed until it pleases both parties. This can involve any aspect of the production
including visual style or ensuring that it stays within boundaries that are legal and
ethical.
Advantages
Doing this will lead most likely into a positive out come where you and your client will be
able to make the product that will please both sides even if there are some aspects that
you would have to leave out it will mean you can get your video done in a way you are
happy with.
Disadvantages
Both parties have to compromise to allow the project to continue so if you don’t come to
some sort of agreement then you may end up scrapping the project together.

Tender Brief
Definition
This is where the client publishes that they need a promotional video of their business to be
made. A production company then creates a proposal including budget and ideas and it
is then pitched to the client. The client then chooses what company they want to hire. A
good example would be the BBC. They will advertise a contract for tender and
production companies will send a brief of how they will approach the program.
Advantages
If you are able to sign up a brief that the client is fully happy with then there is a good
chance that you will be hired. Signing your self up will probably be a great stepping
stone of getting noticed by other people who watch your video.
Disadvantages
Loads of companies will be sending their brief to the client and there is also a good
chance that you wont get picked because the client has loads to choose from and
there maybe so many that are better than yours's.

Competition Brief
Definition
Competition brief’s are set in response to a company want a diverse range of
complete products. At the end of the competition brief the client will choose the
most idea product to represent their brand and image. A perfect example would
be Channel 4 and their E Stings competition are a prime example of competition
brief’s
Advantages
This is particular useful when the client wants a range of products and given ideas you
might have.
Disadvantages
Much like the tender brief there will be a lot of people sending in their ideas to the
client and because of this there is a good chance that your idea will not get
picked.

My Brief
Which type of brief is being used in the corporate promotional project? Explain your
response.
My brief is going to be a informal brief simply because me and my client have a
established relationship because I have been a regular customer of them in over a
year so it will I feel it is unnecessary to waste a lot of time signing contracts. I feel it
is much better to connect with your client through verbal exchanges then a piece
of paper. By using verbally exchanges I feel you will get a better idea with what the
client wants and he/she will have a better understanding of your vision. It will be
as though as if you have made a new friend and it will make the production feel
more like a collaborative and effort then something that you are working with all
by yourself.

Reading the Brief
Why is it important to thoroughly read your brief?
It is important to read your brief to see it includes everything you want to include in your video
and there isn’t anything that you missed out. That’s not the only thing you need to look out
for when reading is that you need to make sure everything is fully legal and ethical or
anything that may get you into trouble. It is important to also make sure that you have
written in a way that your client will be happy with and isn’t written in way that he/she
would fully agree and can get behind with. If you don’t read your brief it is probably going to
effect production significantly. You could be faced with a lawsuit for doing something illegal
and unethical, or there maybe a snag half way through production because of something you
forgot to consider when writing your brief. It is important everything is in place before
starting.

Negotiating a Brief
Why is it important to discuss the brief with your client prior to production?
It is important for you and your client to understand each other before starting. It is
important for your client to understand the person they are dealing with and hiring to make
their video and what ideas you might have otherwise they will have no idea on how you have
chosen to present their brand and you might be doing it in a way that they wouldn’t be
happy with so its only rational for both parties to understand each other and know what you
both want and that you are both on the same page. If you are not then there is going to be
issues. You also have to reassure the client that you will do justice to their business but speak
about what you can and can’t include if the client has any ideas for the video both legal and
ethically.

Negotiating a Brief
What are the advantages and disadvantages of employing discretion with a brief?
The advantages of employing discretion with the brief is that you will be able to filter any bad
language or language that will not be good to include in a promotional video. It will make the
video more inviting to other viewers and all people can watch it and wont have to worry
about being put off by any bad language. The only downside is that you might not be able to
fully convey your point in the video because you are being limited on the language you can
use. Discretion can be very strict and you may have to re-write a lot of your script in order to
meet the requirements of making a care free video with no inappropriate language or
language they may find not fitting for the video.

Negotiating a Brief
Are there any potential legal/ethical/regulatory issues when negotiating a brief?
Your client may want to include things in the video that may infringe copyright. For example
there’s maybe a piece of epic music from a previous work that they might like so much that
they feel it perfectly represents their brand but you have to explain that it is not within your
right to use that music and it may lead to you getting sued. Another important aspect that
could be seen as a legal issue is the locations in which you shoot the video. If you shoot the
building on the outside you may have to gain permission with your local council to film
outside on the streets where the general public will be present. It might not be the case but
its an important aspect to check before production. Another thing to sort out is the blocking
of the building. Where are you going to place the camera to where it can get a perfect shot
but not being a nuisance to anyone in the building who needs to get in your way. It will be
also a good idea consult this with your client before the shoot.

Negotiating a Brief
From the brief you were given were there any limitations? In terms of production, budget or
timings? Please explain.
The brief was just right for the shoot and both me and my client where on good terms even
before the shoot started. We came to a agreement that we where both happy with. For my
production I was limited to a DSLR camera, A tripod to keep it stable and a microphone for
audio. All of these where useful and did not require anymore equipment that would be
needed to complete the project. However I got a little bit more ambitious during the shoot in
terms of the shots I wanted to do but I couldn’t because the tripod wouldn’t allow me to
accomplish it. A camera slider would have been more useful in getting the more stylistic
shots I wanted. There're was no budget for this project. This did limit considerably to just me
and another person and we had to make do with what we had at our disposal. If we had a
budget there would be more crew and we would probably be able to do more ambitious and
stylistic things with the shoot and we would have be able to work on some colour correction
on the camera instead of leaving it to fix it in post. I do feel that the timing I picked for my
production was perfect and gave us the opportunity to do everything we wanted without
doing it in a rush. I feel it helped turn the production into a more successful one. One without
any struggles and hardships.

[Pro forma] wtab theory lo1(1000)

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