Task 1
- 1. Define and summarise the following range of creative production briefs: Contractual: “A contractualbrief is a type of brief or contractwherea media company is employed by theclient in orderto complete a projectwithin the brief which is set to specific guidelineswhich themedia company mustfollow.It will be very importantforthe media company to follow theseguidelinesand do exactly whatthe client stateswithin the brief,if they fail to do so this can result in a breach of contractand the company could facelegal actions.”(Source: http://creativemediaatjt.blogspot.co.uk/2013/03/contractual-brief.html) A contractual brief iswhere aclientemploysamediacompanytocreate what theyare looking for.This couldbe many thingssuchas a TV advert,radioadvertor anythingwithinthe mediaworld.Withthis contract comesa setof guidelinesorrulesthatthe companyneedstoabide by.If the companydoesnot complywiththese guidelinesthe clientcouldtake legal action. NHS Health and Safety Promotional Video Communication- A contractual brief will includealotof communicationasthe clientandthe company will have tonegotiate the agreementbefore theybeginthe brief.Theywill alsoneedtodiscussthe guidelinesandcontinue tocommunicateif the companyfindsanyissueswiththe guidelinesorwiththe brief. Time Management- The mediacompanywill have tokeeptime managementverystrictinorderto complete the productwithinthe time scale.The time scale ordeadline mayalsobe included withinthe guidelinesorbrief,andif the mediacompanydoesnotcomplywiththe guidelinestheycouldface legal action. Technical Skills- The mediacompanymay needanumberof technical skillsinordertocomplete the work and make sure the endproduct isup to the standardthat the clientisexpecting.Forexample when creatingthe NHS promotional videotheywill have toknow atleastthe basicsof filmmakingandediting,if theydo notor have basicknowledgeonthese subjects,theycanimprove orlearnthe skillsneeded throughoutthe process. Career Progression- The brief coulddefinitelygive the mediacompanycareerprogressionbecause if they have little ornoknowledge of filmmakingbefore creatingthe producttheycanprove theyhave improved theirfilmmakingskills.Thisisalsobeneficial because itshowsthatthe mediacompanyhasanother technical skill thatwill helpthemfindfuturework,whichwill enable themtomove ontoa higheror betterjobafterthe contract is completed. Commission:
- 2. “This brief is where a largemedia company willemploy an otherindependentmedia company to create and producetheproductforthem,and after theproducthasbeen madethe larger company may go on to be usethe productforan externalclient who will pay the independentmedia company formaking the productand they could even geta cut of theroyalties too.The brief is notnegotiated between the company and theclient, howeveris negotiated between thetwo media companies.”(Source: http://creativemediaatjt.blogspot.co.uk/2013/03/commission-brief.html) A commissionbriefiswhenalarge mediacompanyemploysanindependentmediacompanytocreate a certainmediaproductforthem.Whenthe independentcompanyhascompletedthe product,the large mediacompanywill sendittoan external clientwhothenpaysthe companyforthe product. Radio Advert Communication: Whenworkingon a commissionbrief,itwill improve bothcommunicationand negotiationskillsthroughout.There will have tobe anagreementinplace withthe clientforthe ideaof the product,thenalsowhencreatingthe product. Time Management:Whenworkingonthisbrief time managementwilldefinitelyhave tobe considered. Creatinga time schedule andkeepingintouchwiththe clientthroughoutwillensure the standardswill be metand finishedwithinthe timescale anddeadline. Technical Skills:Workingon a radio advertwill improve avaried amountof technical skills,workingwitha soundboard,recordingequipmentandmixingtable alongwiththe correctsoftware will improve many technical skillswhichare thentransferable. Career Progression:Workingona commissionbrief will expandbusinessif the productiscompletedand up to industrystandards.Havingexperience withthiswillalsoaddtoportfoliosandshow future businesseswhowill be workedwithwhatIcan do,have hopefullyinturnbringinmore business opportunitiesinthe future. Negotiated:
- 3. “This type of brief will bebroughtup if the co-operativebrief given to thetwo of moremedia companies thatare competing theprojecthaveany issues between themselvesaboutthebrief or anything they would like to clear up with theclient. Through thenegotiationsthebrief can then be changed in order to suite every partytaking part in the production.Thiscould be anything fromchangingtheappearanceof the productto changing theproductscontentaswell as keeping it to the guidelinesset in the brief.” (Source:http://creativemediaatjt.blogspot.co.uk/2013/03/negotiated-brief.html) Thisform of brief iswhere twoor more companiesnegotiatetheirideasforaproduct or projectand all companiesmustagree withthe termsbefore the brief isfinalised.Thismeansthatall partiesworkingon the brief will have todiscusseveryissueanditemnecessaryandchange anyideasuntil eachpartyagree and itis fair. Podcast Communication– For thistype of brief,there wouldbe communicationwiththe clientdirectlythrough meetingsoroverthe phone callssurroundingthe product.Thiswill helpif the clientormediacompany have any queriesorissues,whichcanbe broughtupcan be dealtwithandnegotiateddirectly. Time management– The clientwill decide whatthe official deadline isforthe product.Toensure this deadline will be metandthe productwill be upto industrystandard,time managementskillsmustbe appliedfrombeginning. Technical Skills– Whenworkingonthisproduct withthisformof brief,itwill helpgaintechnical skills whichwill thenbe helpful andusefulinthe future withotherprojects.Creatingapodcastfor example will require the use of recordingequipmentalongwithotherequipmentandsoftware. Career Progression– Workingwitha negotiatedbrief willhelpwithnegotiationskills,thiswill definitely helpwhenworkingonotherprojectsandnegotiationwillbe required.Whensearchingforfuture work as negotiationskillshelp,whencomingtoagreementswithclientsfollowingfuture briefs. Tender: “This is wherea client will advertisetheir brief and a production company willbring togethera proposal thatthey will pitch to the client, there could be multiple pitches to theclient frommany different
- 4. companies,so theclient will then get the chanceto choosetheproposalthatthey thinkbest suitstheir brief and offerthejob to thatproduction company.”(Source: http://creativemediaatjt.blogspot.co.uk/2013/03/tender-brief.html) A tenderbrief iswhere aclientwill advertise the producttheywantmade througha brief,aproduction companyor evenseveral productioncompanieswillcreate aproposal showinghow theywillmake that product,whichtheywill thenpitchto the client.The clientwill thenchoose whatproductioncompany theywantto go withto make theirproduct,basedontheirpitch. Corporate Rebranding Communication– To ensure aproposal getschosenforthisprojectcommunicationiskeyasstayingin touch withthe clientfromthe beginningenticesthe clientmore andshowshow committedyoucanbe to theirproject.Thiscan be done manyways howeveremailandoverthe phone are mostcommon. Time management– Workingon thisbrief meansyouhave to ensure yougetthe projectcompletedand up to industrystandardthatthe clientexpectsbythe deadline.Time managementcanbe shownmany wayshoweveratime schedule will showtothe clienthow youplantokeepontrack at all times. Technical skills– Technical skillswill be variedandusedthroughoutthisbrief dependingonthe product theywant. Career Progression– Workingon a tenderbrief will helpwithfindingworkinthe future,itshowsfuture clientsyourpreviousworkandmayhelpwhengettingchosenforjobs. Formal: “This this wherea media company isgiven a brief by the client which outlinesthe productwhich they want made.This brief is very open and only givesenough information to beableto producethe product,any issuesor information thatthemedia company would like to go overcan be discussed during the
- 5. negotiationswiththeclient. Boththe client and the company employed by themwill formally agreeon the projectand the brief but it cannotalwaysbelegally binding.”(Source: http://creativemediaatjt.blogspot.co.uk/2013/03/formal-brief.html) A formal brief iswhenamediacompanyisgivena brief tomake a product bya client.The brief isvery openand anyproblemsthe clienthascanbe discussedintoanagreement,howeverthisbrief isnot alwayslegallybinding. Logo Design Communication– Whenworkingona formal brief the clientwill be veryspecificwithhow theywantthe finalisedproductto be created.Communicationwouldbe keythroughoutworkingonthis project;this helpsensure everythingiscreatedtothe client’s standardsbykeepingthemupdatedthroughoutand makingthe necessarychangedwhenneeded.Thisismostcommonlydone though phone calls,email or meetings. Time management– Whenworkingon thisbrief itsisverykeyandimportantto meetthe finalised deadline thatthe clienthasdecided.Toensure thishappens,itsimportanttoplaninadvance by creating a time schedule.Thiswillhelpkeepyouontrackand show the clientwhere yourupto and whatyou have lefttodo. Technical skills– Technical skillswill alsobe usedthroughoutthisproject,becauseit’saformal brief and the clientwill be veryspecificwitheverydetail,youneedtoensure everytinyaspectof the logois completedcorrectly.Thiscanbe made thoughsoftware suchas Adobe Photoshoporillustrator.These technical skillsare thentransferable tofuture projects. Career progression– Workingon a formal brief helpsgainworkinthe future,itshowsyour professionalismwhenworkingonaformal brief.Italsoshowsfuture clientswhatyoucancreate andto a professionalstandard,italsoshowsdeterminationanddedicationtothe projectwhencompleted. Co-operative “Within this typeof brief thereare usually two or more companiesthatarehired by the client to workto the brief they havewritten for the specific projectthey wantto be completed.Afterboth companieshave received the brief they can then proceed to work togetherto producethe product.If thereis a disagreementorconflict in ideasthere can be a negotiated brief in orderto resolvethese issues.”(Source: http://creativemediaatjt.blogspot.co.uk/2013/03/co-operative-brief.html)
- 6. A co-operative brief iswhere twoormore companiesworktogetherandbroughttogetherbythe client, so theycan co-operativelyworkonthe productthatthe clienthas askedtobe made.Thisentailsthe companiesinvolvedwill havetoworkveryclose togethertoensure the productismade properlyandto the client’sstandard. Ad Campaign Communication– Whenworkingona co-operative briefmeanscommunicationiskeythroughout,in orderto keepincontact withthe clientandthe othermediacompanyinvolved.Thisisveryimportantas it ensuresanyissue the clienthascanbe resolvedquicklyandhelpswhencomingtoanagreement. Time management– Creatinga time schedule will helpkeepyouontrackand alsokeepthe client informedof where youare upto and whentheycan expectforcertainaspectsof the productto be completed.Italsohelpstoensure youcompletethe productbythe deadline. Technical skills– Technical skillswill be usedthroughoutthisproject,thiswill varydependingonwhat productit is. Career progression– Workingon a co-operative brief will definitelyhelpwhenfindingworkinthe future, it showsyourabilitytoworkalongside otherpeople andyourabilitytocompleteaproductup to industry level standards. Informal “An informalbrief is not documented and isusually of the verbalkind.It is wherethe client and the company which they haveemployed simply discussthe requirementsforthe productthey will be making and ultimately agrees upon theproject.”(Source: http://creativemediaatjt.blogspot.co.uk/2013/03/informal-brief.html) An informal brief iswhenthereisnowrittencontractual agreement,itisall verbal between the clientand productioncompany.
- 7. Music video Communication– Whenworkingonthisbrief the communicationiskey,the briefisalmostall verbal and a lot of communicationwill be involved.Thisisvital toensure youkeepintouchwiththe clienttodiscuss and queriesandrequirementsforthe product.Thisisusuallydone throughemail orphone calls, occasional a meetingwillbe setup. Time management– Keepingintouchwiththe clientwill establishwhenthisproductneedstobe finalisedandcompleted.Creatingatime schedule will helpensureyoustaywithinthe time scale and meetthe deadline. Technical skills– Workingon an informal brief will improve communicationskillsandthe skillsthatare requiredtocreate that product,whichvaries.Forexample withamusicvideocameraskillsare required, recordingskills,alongwitheditingandpostproductionskills. Career progression- This brief will helpimprove yourcommunicationskills,whichwill helpwhenfinding workwhencomingto agreementsonproducts.
- 8. The clientforthisproject isFourwalls,howeverit alsoexplainsthatDavid Lammey will playan importantrole inthis project. Thisshowswhat the filmshouldbe basedaboutand alsowhothe target audience for thisprojectis, membersof the publicwholive in London. It clearlystates here whatthe regulationsare. For thisproject the filmisnot to be longerthan3 minutesand that youhave to respondtothe brief inorderto submityour film. Thisstates clearlywhenthe deadline forthis projectis,and whenitneedsto be submittedto the client. There are a fewthingsthe filmmakerneedstoconsiderwhencreatingtheirproject.Forexample,if theywanttouse musicintheirfilmtheymusthave the permissionforittobe usedor theycan use music thatis loyaltyfree andisnot copy written.If theydonotconsiderthisanduse any musicthat has copywrite it isa legal issue andcan be takento court. The onlyethical issue thatcanbe consideredwhencreatingthisfilmisif the filmmakerpromotedthe clientor the are or focusof the filmina negative wayintentionally.