Elements and Performance Criteria

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:
closed and open brief
self-commissioned for folio or self-promotion.
Commercial photo imaging shoots may include:
advertising, both figurative and non-figurative
internal and external architectural
catalogue or corporate report
fashion and food
industrial, including small product or structural.
Sources of information may include:
contemporary media, such as newspapers, television and magazines
internet sites
interviews
personal experiences
professional awards
professional libraries
workshops, seminars and conferences.
Appropriate people may include:
members of creative teams:
art directors
client representatives
designers
members of relevant professional associations
mentors and peers
practising commercial photographers, photo imagists or members of allied fields.
Shoot responsibilities may include:
check estimate against budget and make necessary adjustments to date, props, location and talent
confirm budget with client
confirm legal aspects of the shoot, such as copyright, licensing issues and intellectual property rights
control the creative product and the shoot
negotiate and sign contract
pay bills of third-party suppliers and service providers
receive purchase order from client
select and hire models
select locations, props and backgrounds
send confirmation and quotation to client and include:
cover note
creative fee and usage
duration, media and region
terms and conditions
sign off on creative product.
Shoot requirements may include:
analog or digital capture technologies and supporting accessories
creative product:
how it is to be used
what the client specifies
food and accommodation
hire options for equipment
layout references
models, props and backgrounds
photo imaging lighting:
ambient
light painting/light tents
light/shadowless tables
mixed lighting
multi-flash
supplementary, such as electronic flash, tungsten and fluorescent
processing requirements for image work created
production team
studio or internal/external location
timelines for stages of commercial workflow
transportation of team and equipment
use of studio style or other as specified by client.
Professional practice arrangements may include:
contracts
copyright, licensing and intellectual property rights
creative product archive/digital asset management
financial management
insurance, including personal, public risk, accident and sickness, equipment
completed creative product transportation and storage
licences and permits
model and property releases
OHS
project budget management.
Shoot preparations may include:
assemble and check all equipment
brief assistants and other members of creative team
conceptualise involvement in creative process
confirm time, place and requirements for all aspects of the shoot that will be supplied by others
undertake weather check for location shoots.
Shoot context may include:
agreed sign-off protocols
application of teamwork and management skills conducive to a creative environment
colour management specifications
format and orientation of image
provision of innovative suggestions and options to improve creative product
scope of the brief
technical requirements of creative product
timelines.
Production team may include:
art director or direct client
assistants for:
camera equipment
digital systems
home economists
location scout
make-up artists, hairdressers and stylists
post-production coordinators
set builders.
Optimise images may include:
maintain quality and integrity of the digital data
process files:
capture
digital negative
RAW
bit depth
colour space
digital asset management
file dimensions and size in pixels
file format, such as:
joint photographic experts group (JPEG)
portable document format (PDF)
Photoshop Data (PSD)
tagged image file format (TIFF)
file naming, metadata, captions and inclusion of file information data
multiple file formats
transfer media, such as CD, DVD and internet
uncompressed and compressed files
retouch, enhance and photomontage (as requested)
use appropriate colour space.
Creative product may include:
colour film transparencies to specified format
digital files as specified
prints to specified size, mounting and finish.

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

Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the ability to:
apply a typical workflow in commercial photo imaging professional practice
interact and liaise with clients, art directors and associated professionals
apply business, coordination and negotiation skills to own photo imaging work practices
apply technical and imaging skills, including capturing and optimising commercial images.
Context of and specific resources for assessment
Assessment must ensure:
access to:
a range of photo imaging production equipment employed in a commercial context, such as cameras, computers, software, printers, darkrooms, lighting and accessories
a range of locations and studios for commercial photo imaging shoots
sources of information to research contemporary styles and conceptual and aesthetic approaches to commercial photo imaging
appropriate learning and assessment support when required
opportunity for collaboration with or in allied industries, such as design, fashion, make-up, food styling, engineering, architecture, graphic art and printing
the use of culturally appropriate processes, and techniques appropriate to the oracy, language and literacy capacity of the candidate and the work being performed.
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:
direct questioning combined with review of portfolios of evidence
review of third-party reports from experienced practitioners
direct observation of candidate applying a typical workflow in commercial photo imaging professional practice
case studies to assess candidate’s ability to research contemporary styles and conceptual and aesthetic approaches to commercial photo imaging
participation in and observation of professional design, advertising and photo imaging awards
review of photo imaging products against commercial industry standards and service specifications.
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:
CUVPHI516A Research the role and use of the photo image in visual communication
CUVPHI517A Research and exploit photo imaging trends
CUVPHI518A Explore the descriptive and emotive nature of photo lighting
CUVPHI519A Investigate and exploit innovative imaging options
CUVPHI520A Produce an innovative presentation of professional work
CUVPHI529A Employ colour management in a digital imaging workplace.