Modification History
Version |
Comments |
CUVPHI521A |
This version first released with CUV11 Visual Arts, Craft and Design Training Package version 1.0 |
Unit Descriptor
This unit describes the performance outcomes, skills and knowledge required to produce commercial photo imaging products for art directors and direct clients.
Application of the Unit
This unit applies to the production of commercial photo imaging products by advertising, architectural, commercial, fashion and industrial photographers. Working with limited or no supervision, commercial photographers usually respond to closed or open briefs supplied by art directors or direct clients. A normal commercial workflow requires liaison with designers, graphic designers, advertising agency creative team, art directors, post-production and pre-press coordinators. Commercial photographers are often responsible for supervising others (e.g. assistants).
This unit requires the application of skills and knowledge in order to respond to a brief, prepare quotes, plan and prepare shoots, process and optimise images, supply images to clients, bill clients, and liaise and consult with a range of associated and allied persons, work teams, government agencies and private enterprises.
Licensing/Regulatory Information
No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Pre-Requisites
Not applicable.
Employability Skills Information
This unit contains employability skills.
Elements and Performance Criteria Pre-Content
Element |
Performance Criteria |
Elements describe the essential outcomes of a unit of competency. |
Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide. |
Elements and Performance Criteria
1. Establish and define requirements for a range of commercial projects |
1.1 Evaluate requirements of client brief for a range of commercial photo imaging shoots 1.2 Research sources of information for contemporary styles and conceptual and aesthetic approaches to similar commercial photo imaging shoots 1.3 Clarify sample layouts and other visual references with appropriate people 1.4 Prepare job, creative fee and usage estimates for a range of commercial photo imaging shoots 1.5 Meet with client to confirm shoot responsibilities and define and refine shoot requirements 1.6 Prepare terms, conditions and quotation for shoot according to client deadlines and check against initial estimate 1.7 Make agreement and complete contract with client or commissioning agent where applicable |
2. Prepare for shoot |
2.1 Research and adopt professional practice arrangements for shoot and confirm with appropriate people 2.2 Investigate site-specific OHS, licence and permit requirements 2.3 Consider shoot requirements and make test shots to refine skills for shoot 2.4 Prepare shoot management timelines and make appropriate shoot preparations 2.5 Negotiate with necessary parties for access to models, locations and other subjects |
3. Shoot images, proof and optimise work to client specifications |
3.1 Capture in-production images to agreed style and content within shoot context 3.2 Confirm any changes that occur during the shoot that may lead to cost variances with client or commissioning agent 3.3 Work with production team , proof images and seek feedback from client/art director on shoot progress and image selection 3.4 Optimise images and output creative product to agreed client specifications using industry standards 3.5 Prepare work for electronic or physical dispatch and presentation/publication within the shoot context 3.6 Prepare invoice or account for client 3.7 Deliver completed images/creative product to client with invoice or account and copy of licence, and confirm client satisfaction |
4. Wrap up and review shoot |
4.1 Check and reinstate equipment, studio and props 4.2 Catalogue and archive images or creative product appropriately 4.3 Maintain contractual and financial records for business and taxation purposes 4.4 Review client response and personal performance within shoot context 4.5 Identify future opportunities, work directions, equipment needs and workflow changes resulting from the shoot |
Required Skills and Knowledge
This section describes the skills and knowledge required for this unit.
Required skills
- photo imaging skills to:
- create and optimise files
- film to commercial photo imaging industry standards
- research skills to:
- compare contemporary styles and conceptual or aesthetic approaches to commercial photo imaging
- maintain professional practice arrangements for commercial photo imaging
- critical thinking skills to:
- recognise and address barriers to effective photo imaging workflow
- reflect on and analyse own performance
- literacy skills to develop and interpret business documents and contracts
- numeracy skills to:
- develop and use complex spreadsheets
- maintain contractual and financial records for business and taxation purposes
- prepare budgets, quotations and invoices for clients
- planning and organising skills to:
- coordinate activities of models, assistants, and creative and production teams
- interpret and respond to photo imaging briefs
- organise shoots on location or in studio and prepare shoot management timelines
- communication skills to:
- establish and nourish industry links with clients, contractors and employees
- make business presentations
- negotiate prices and fair exchange of services with clients and project stakeholders
- negotiate with and relate to clients, models, creative team and project stakeholders
- seek feedback from client or art director on shoot progress and image selection
- work effectively with diversity and deal empathetically with subjects
- learning skills to review personal performance within shoot context
- problem-solving skills to identify and rectify equipment malfunction or failure
- teamwork skills to work with production and creative teams
- technology skills to check and reinstate equipment, studio and props.
Required knowledge
- architectural, advertising, commercial, fashion and industrial photo imaging practices and products
- business practice, including partnerships, contracts, intellectual property, copyright, legal, moral, insurance, financial, budget, political, OHS, licences and permits
- nature of relationship between photo imaging practitioner and the client/art director
- procedures for selecting, testing and evaluating technology to determine suitability for commercial production purposes
- traditions and contemporary issues that inform commercial photo imaging practice
- protocols for working with government institutions and regulations relating to commercial photo imaging practice.
Evidence Guide
The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.
Overview of assessment |
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Critical aspects for assessment and evidence required to demonstrate competency in this unit |
Evidence of the ability to:
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Context of and specific resources for assessment |
Assessment must ensure:
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Method of assessment |
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
Assessment methods should closely reflect workplace demands (e.g. literacy) and the needs of particular groups (e.g. people with disabilities, and people who may have literacy or numeracy difficulties, such as speakers of languages other than English, remote communities and those with interrupted schooling). |
Guidance information for assessment |
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
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Range Statement
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Client brief may include: |
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Commercial photo imaging shoots may include: |
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Sources of information may include: |
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Appropriate people may include: |
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Shoot responsibilities may include: |
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Shoot requirements may include: |
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Professional practice arrangements may include: |
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Shoot preparations may include: |
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Shoot context may include: |
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Production team may include: |
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Optimise images may include: |
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Creative product may include: |
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Unit Sector(s)
Visual communication – photo imaging