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.

Illustrative photo imaging projects may include:
book and magazine covers
CD sleeves and covers
creation of ‘visual identity’ images for commercial use
design and capture of images for training materials (print and online)
images for billboard signage
images for display panels, conferences, trade displays and corporate promotions
images for murals and commercial interior decoration
scientific and technical subjects.
Sources of information may include:
contemporary media, such as newspapers, television and magazines
exhibitions
internet and social media sites
interviews
personal experiences
professional awards
professional libraries
workshops, seminars and conferences.
Appropriate people may include:
members of relevant professional associations
mentors and peers
practising illustrative photographers, photo imagists and members of allied fields.
Client may include:
arts professional organisations
commissioning agent
community organisations
government institutions
marketing and promotion professionals
scientific professionals
self-commissioned.
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
hire options for equipment
layout references
models, props and backgrounds
overall look and feel required to satisfy requirements of brief
photo imaging lighting:
ambient
mixed lighting
supplementary, including electronic flash, tungsten and fluorescent
processing and pre-press requirements for image work created
production team:
assistants
post-production coordinators
studio or internal/external location
technical considerations based on the technical requirements of the shoot
timelines for stages of illustrative workflow
transportation of equipment.
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 context may include:
application of teamwork and management skills conducive to a creative environment
format and orientation of image
pre-press specifications
service being supplied
style or concept required in creative product
technical requirements of creative product
timelines.
Creative product may include:
digital files for use on the internet or for inclusion in personal digital media presentations and documents
DVDs and digital media presentations
images for publication and display in or on:
billboards
books
educational materials
exhibitions
magazines and newspapers
scientific and technical publications
websites
marketing and promotional materials, such as posters
mounted or framed prints
photo images and photomontages.
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.
Production team may include:
assistants for:
camera equipment
digital systems
content specialists and professionals
post-production coordinators
pre-press specialists
set builders
stylists.
Optimise images may include:
digital files as required by the industry and pre-press standards for output:
bit depth
colour space
digital asset management
file dimensions/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
uncompressed and compressed files
maintain quality and integrity of the digital data
process RAW/JPEG files
retouch, enhance and photomontage as requested
transfer media, such as CD, DVD and internet.

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 illustrative photo imaging professional practice
apply business, coordination and negotiation skills to own photo imaging practice
apply problem-solving activities arising from the creative process
apply technical and imaging skills, including capturing and optimising illustrative images
interact and liaise with clients and associated professionals.
Context of and specific resources for assessment
Assessment must ensure:
access to:
a range of photo imaging production equipment employed in an illustrative context, such as cameras, computers, software, printers, darkrooms, lighting and accessories
a range of locations and studios for illustrative photo imaging shoots
sources of information to research contemporary styles and conceptual and aesthetic approaches to illustrative photo imaging
appropriate learning and assessment support when required
opportunity for collaboration with or in allied industries, such as designers, scientists, educationalists, advertisers, pre-press specialists, processing labs/printers, bookbinders, publishers and presentation specialists
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 illustrative photo imaging professional practice
case studies to assess candidate’s ability to research contemporary styles and conceptual or aesthetic approaches to illustrative photo imaging
participation in and observation of professional design, advertising and photography/photo imaging awards
review of photo imaging products against illustrative 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.