photography2westthamescollege.files.wordpress.com… · web viewunit 12 assessment criteria....

UAL Level 3 Extended Diploma in Art & Design General Studies Year 2 - 2015 / 2016

West Thames College Art & Design

Visual, Performing Arts & Media

Student: Boczar, Natalia (203176)

Assessor(s): Catharine Frediani

Date: 10th/11th February 2016Unit & Title: Engaging with an audience in art & design

Project Title: This is England / Posters & Business Card Designs

Unit 12 Assessment CriteriaEvidence not provided

PassAchieved

Indicates student is working at a higher level.

Indicates student is working at the highest level.

Evidence

What specifically has been completed by this student to achieve these criteria? Make note of the evidence here and where to find it.

If evidence is missing, note requirements.R S G E

1.1 Analyse the characteristics of the audience for a chosen art and design activity X

Audience/Research1. Research into the audience affected by your project

theme/concept2. Present the research, write your own analysis, and

identify the characteristics of that audience3. Artist or other general research presented as normal

1.2 Use analysis to develop research activity X

Developmental Research1. Based on your initial research, evidence how your

research evolved, how 1 bit of research led to the next, etc. Think about primary vs secondary research.

1.3 Interpret research activity to develop ideas and creative proposals for a chosen art and design audience X

Idea Development from Research1. From research, develop your ideas and proposals.

Be specific how research related to your idea development

2.1 Demonstrate independence in decision making in planning and developing creative solutions

X Planning & Independence1. Show your independent thoughts, working process

and ideas.2. Project timetable3. Action plans4. Evidence of crits/feedback x 25. Ideas for creating visuals to illustrate research

findings

2.2 Select appropriate materials and processes to develop creative solutions X

Materials/Processes/Media/Techniques1. Use a broad and diverse range of media, techniques,

and processes. Ensure your selected materials/processes are most appropriate by process of elimination

2. Show range of ideas and plans for approaches through detailed action plans, on-going idea development, moodboards, etc.

2.3Apply practical skills, knowledge and understanding of an audience to produce creative solutions for a chosen art and design activity

X

Practical work1. Fine Art Print2. Narrative Challenge 3. Contact sheets, developmental images4. Editing, processing, production5. Posters/Business cards

3.1 Critically evaluate creative solutions against identified audience characteristics

Evaluate outcomes against research!1. Post-shoot evaluations2. Evaluation of “good images” 3. Explain how your images fulfil research, ideas and

especially characteristics of audience4. Final written evaluation

3.2 Critically evaluate and reflect on learning to inform personal development

All project evaluations1. You must show that you have challenged yourself to

work outside your comfort zone, tried new things, did something new and different when compared to your last 11 units!!

2. Explain how you have made personal development

Final Grade: Fail Referral PassIndicates the standard of work submitted for assessment: R = Referral / S = Satisfactory / G = Good / E = Excellent

Assessment Feedback / Referral Action Plan: (Only one further opportunity will be given for submission of work that has been deemed unsatisfactory at the time of assessment)At the end of the project you must submit the following work:Un-ticked boxes become referral work:

Diversity of zones

Crit #1 w/c 25th Jan - Natalia has made an excellent start to this project. She has completed multiple shoots across London – Zones 1/5. She has used a range of lenses and equipment to add diversity to her project and images.

She has a clear understanding of the audience for this project and is focused on extending her learning in this area. While looking at the architecture of London she is providing visual commentary on the economic and financial makeup of the boroughs. Her research on “internal audience” is well established. Natalia should think about how her work is translated to the public. How will the “external audience” react to or judge her work? What opinion does she have on

this work and how will that come across in this project.

Begin to think about properties of display.

Her narrative challenge is very good – a good selection of imagery to provide primary and secondary imagery.

3 shoots are noted as being complete, each with their own distinct style. This is a strength of Natalia’s – she never stays in one genre of shooting for very long and therefore has a broad and refreshing visual style.

She has made good visual references to her artists – however would encourage her to link stronger with Lee Friedlander who has unique humanistic approach and use of framing.

Overall excellent start – go deeper into your analysis to determine what you want your images to communicate to your audience.

Agreed referral deadline: (Two weeks after original assessment date)

Confirmation/date of submission:

Referral Grade

(Referral work is not eligible for higher grading, if applicable to the unit)

FAIL PASSAssessor Signature: IV Signature: Date:

Student Declaration: In line with college policy I declare that this is my own work. Any help that I have received, or sources of information used, have been recorded in the work itself. I understand what I need to do to improve, as described in the action plan above.

Student Signature: Date:




Student: Carter, Charlotte (199924)





PassAchieved



Evidence














Planning & Independence6. Show your independent thoughts, working process


findings

2.2 Select appropriate materials and processes to develop creative solutions















Crit #1 w/c 25th Jan

Charlotte has done a good amount of research into the audience of “single parent homes” and has done a good job extending her research by doing surveys and questionnaires. It is important for charlotte to now identify how she can illustrate these research facts/opinions through photography. How can she show people the struggles and limits of single parent homes? How can she show the strong body between mother/daughter?

Charlotte should make a “shot list” of what she needs to achieve and then also create “filler” images.

Charlotte has not presented any practical work at this stage so needs to increase efforts here. She should also remember to finish narrative challenge and fine art print.



Referral Grade








Student: Klassen, Reece (212258)





PassAchieved



Evidence



1.1 Analyse the characteristics of the audience for a chosen art and design activity




1.2 Use analysis to develop research activity



1.3 Interpret research activity to develop ideas and creative proposals for a chosen art and design audience






findings
















w/c 25th Jan Crit #1 - Reece was able to present some audience research and facts related to his project on Pubs in London.

Reece had technical difficulties and was unable to present any further evidence. However at his presentation he was able to ask targeted questions of his peers related to pub attendance and desires of a younger generation. He should take this information to extend his research. He should be planning shoots for several pubs with intentions of gaining an overall insight into the evolution of pubs at this time.



Referral Grade








Student: Mysliwiec, Laura (202087)





PassAchieved



Evidence



1.1 Analyse the characteristics of the audience for a chosen art and design activity

Audience/Research10.Research into the audience affected by your project

theme/concept11.Present the research, write your own analysis, and

identify the characteristics of that audience12.Artist or other general research presented as normal

1.2 Use analysis to develop research activity



1.3 Interpret research activity to develop ideas and creative proposals for a chosen art and design audience






findings
















w/c 25th Jan – Crit #1

Laura was unable to make her idea a reality and therefore needs to revaluate what she is capable of completing in the time remaining.

We had a discussion about looking at the working class of Hounslow and how the immigrant groups have created jobs and businesses in the area. She has decided to focus more on creating a series of portraits of shop owners/keeps in the area and gathering personal information about their journey.

This is an achievable idea and multiple shoots needs to happen quickly. We look forward to seeing the results.



Referral Grade








Student: Perkone, Sesilla (204328)





PassAchieved



Evidence
















findings













10.Explain how you have made personal development



w/c 25th Jan Crit #1 – Sesilla’s project has a positive spin and perspective which is a nice change to other projects. She has completed good research into iconic locations and tourist attractions in London and understands their importance. This is noted through her research on her blog but struggled to communicate to her audience at crit. She should aim to express her ideas more fluidly. She has also completed several good shoots exploring Buckingham Palace and Tower Bridge. Sesilla showed shoots with a good range of application and technique. Although I felt as though her use of fish eye was inappropriate, she might visit that lens another time in a more suitable environment. Her peers responded well to her night photography shoot and would suggest increasing exposure time there to improve output.

Sesilla is ambitious in her approach and focused on her project. Her blog looks well developed at this stage and on track.

The biggest question/criticism at crit was the question of “What is the purpose of her work?” Sesilla should start to consider the use of her images and the appropriate audience for them. Are they advertising London as a travel destination – is so, make an advertising campaign. Are they postcards, and they commercial? Start to consider their use.



Referral Grade








Student: Ahluwalia, Sohni (212155)Assessor(s): Catharine Frediani




PassAchieved



Evidence
















findings






X






All project evaluations11.You must show that you have challenged yourself to





Cultural diversity, unemployment

Sohni presented several shoots for her investigation into London boroughs. Shows a range of street photography of Southall and Ealing. She has been proactive in her approach so far scheduling several shoots in various areas. The criticism from the shoot are related to Sohni’s street style approach, and she is still finding her confidence when shooting in public and shooting strangers. This results in many images of people from far away, looking at their backs, or not engaged with the camera. She should focus on her techniques here to ensure a wider range of successful images. Although she did achieve several successful images, just inconsistent.

Other areas of approach for her shoots were food, culture, religion and interviews. She had success her but her peers suggested using shallow depth of field to improve image quality on food photography.

Her peers main questions or concerns were in her techniques – increase contrast, add sharpness, shoot in B&W.

However, Sohni needs to ensure that her images are fulfilling her research – how do your photographs from Southall support the research you learned about Southall?

If you want to address the high unemployment in Tower Hamlets, what does that photograph look like? How do you design that shoot.

Create a list of issues you want to address from these various boroughs and create a shot list of what you want to achieve. Then also add “filler” images from these areas to create your body of work. Apply your Narrative Challenge to every shoot you do for added variety.

Shoot a wide variety of activity – street, shots, transportation, portraits, filler, etc.



Referral Grade








Student: Sylvan, Tasharna (203150)





PassAchieved



Evidence
















findings
















w/c 25th Jan Crit # 1

Reseach into windrush, adoption, interracial history, society perceptions – Tasharna has developed a wide range of appropriate research on her subject area and seems well informed. (1.2 million mixed race, 3rd largest ethic group, 2001/2002 – 2% mixed, 84% race) To extend research, divide stats into categories of ‘in’ and ‘out’ of London

Tasharna’s project is to look at youths perception of mixed race through personal experience and perception.

She has a good idea of the reasons behind and the importance of her project, and also what she wants to

communicate to her audience and peer group. However, we really must continue to stress that Tasharna should be widening her scope for her project production by working outside her friend group and college environment to broaden perspective and learning. Tasharna is university bound and not only will her friend group not follow her to her course, she also needs to build confidence in better approaches to subjects.

That said, Tasharna has produce several videos of interviewing young people talking about race, racism, family values, history, stereotypes and how society is or isn’t evolving. Her peers responded well to her subject responses which were intelligent and thoughtful but also made suggestions on improving interview location (park, open space?) and also to create a wide range of still imagery which could help to accompany the video/interview footage. Such as: studio portraits of mixed race individuals, culturally important artifacts that have become part of British society (food, fashion), family photographs, add maps as visuals to explain the race/ethnicity make up.

Also consider confronting the stereotypes of mixed race individuals and cultures. Speak of the derogatory names, comments and opinions that are negative and untrue. Confront them by making them a part of your documentary. This should aim to hurt the negative perspectives.



Referral Grade








Student: Szumko, Karolina (203766)





PassAchieved



Evidence



1.1 Analyse the characteristics of the audience for a chosen art and design activity x




1.2 Use analysis to develop research activity x



1.3 Interpret research activity to develop ideas and creative proposals for a chosen art and design audience x




x Planning & Independence36. Show your independent thoughts, working process


findings

2.2 Select appropriate materials and processes to develop creative solutions x















w/c 25th Jan / Crit #1 - Karolina is slow to start the practical part of her project but has completed a good amount of research and analysis into the film This is England. Karolina aims to create portrait studies of a selection of characters from the film to comment on several themes such as nationalism, racism, brotherhood, father types.

Karolina presented good analysis and interpretation of contextual references and showed the outcomes of one shoot, 4 developmental images. Peers responded to imagery that had a cinematic look and a strong sense of colour.

Karolina has several shoots planned but also needs to focus on production ASAP to hit targets and complete the project to a high level. Consider shooting from the perspective of a film maker and add “behind the scenes”

development to increase your film approach.

No much feedback as limited development was shown, however clear intentions presented.



Referral Grade








Student: Wilas, Malgorzata (201869)





PassAchieved



Evidence



1.1 Analyse the characteristics of the audience for a chosen art and design activity x




1.2 Use analysis to develop research activity x



1.3 Interpret research activity to develop ideas and creative proposals for a chosen art and design audience x






findings
















w/c 25th Jan Crit #1 - Gosia has decided to produce a “365” like project for This is England. She is turning the camera on herself as a way to give her perception of life and living in England. This will ultimately be influenced by her personal experiences and culture. Some of the research into “internal” audience is unclear or not clearly presented (maybe you missed that week?) However I think there is a good opportunity for the audience information to come through clearly through your diary. I love your diary. You have an excellent writing style and are very reflective of your life and opportunities. I think you have an opportunity to introduce your audience to yourself through this intimate diary little bits at a time.

Gosia’s approach to the project is good and she is able to produce hundreds of images per week for her assignment

and is selecting single images to promote her day/feelings at the time/summary of the day. Her images are artistic and little decisive moments. They are surprisingly energetic and well composed and have a tableu quality to them (A Living Picture.) I would suggest looking into the tableu image as a strong theoretical reference.

The only suggestions at this stage were to consider how to present your work at the end. The diary and writing should absolutely continue. She should also consider completing a film, perhaps reading some of the diary entries as narration over the film? Keep up the effort.



Referral Grade





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