Unit 7

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Interim assessment:

Learning Aim A: Monday 8th October

Learning Aim B: Monday 5th November

Learning Aim C: Monday 3rd December


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Level 2 Certificate 240GLH

Unit introduction

Video is one of the most powerful ways to convey a message in modern society and different types of video are transmitted worldwide.

These range from a documentary or news item that can change minds and encourage people to take action to a movie that will entertain, or a well-made advert that can increase product sales or raise money for a charity.

Job roles which use digital video include camera operators who capture original footage, and editors who use computers to manipulate the original

footage and combine it with other assets such as animations, audio and text.

In this unit you will investigate the range of applications and features of digital video products which have been created for a specific audience and purpose. You will apply some of your findings to your own digital products.

You will be introduced to the technology and techniques professionals use.

You will need to think about the creative aspects of the product, as well as the technical. You will need to record original video assets and combine these with other assets, e.g. audio, as required. You will review your finished product having obtained feedback from others and evaluate possible improvements.

In particular, this unit develops skills from Unit 1: The Online World and the following optional units:, Unit 5: Creating Digital Audio, and Unit 6: Creating Digital Graphics.

In addition, it supports the content of Unit 4: Creating Digital Animation, Unit 8: Mobile Apps Development and Unit 13: Website Development.

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Learning aims

In this unit you will:

A understand the applications and features of digital video products

B design a digital video product

C create, test and review a digital video product.


You are working as a film maker for an advertising agency. The advertising agency have asked you to produce a series of short 5-10 minute films to address the following subjects for the education based client.

        1 Bullying and the long term affect on the victim.

        2 Coping with disability, a young persons perspective.

        3 Healthy lifestyles lead to positive self image

        4 There is a lot to be learnt from computer games.

        5 Do we have a 21st century education?

        6 Should we learn by stage and not age?

        7 Another powerpoint? Ways we enjoy learning.

        8 An educational based film negotiated with your client.


You will need to research your market and the subject of your film well. If they are poorly produced then they will not have the desire effect on the audience and will have a negative effect on the reputation of your client.

Review at least three existing and different digital video products/clips and explain features about the technical qualities, content and the message/purpose.

Match these features to the target audience and analyse the impact of the clip on the audience.

What could be improved in the clip? What are the strengths of the clip?


Research your subject. Make use of questionnaires for student voice. Design your video based on one of the 8 starting points above. Explain the purpose and target audience. Use your target audience feedback to help determine your script.

Write a complete script and storyboard, and create a recording schedule and log sheet.

Recruit a cast/crew, and carry out a recce of filming location(s).

Produce a series of alternative designs that fulfil the brief.

Justify how this design entirely meets the brief from the agency.

These films will be placed strategically across the web. They must appeal directly to their audience and thus will hopefully be virally spread be spread by their audience to a national and international market.

Production and Post-production

Record all original video clips and, if required, audio clips. Prepare any additional assets needed and describe any relevant constraints.

Make sure you have noted any health and safety issues or legal issues for your video.

Editing and Testing

Edit the original video clips and assets into your 5-10 minute digital video product.

Render the finished video into a suitable file format.

Test that your clip is functional and get feedback from another person on your video. Is it fit for purpose? Is it suitable for the audience? Amend your clip to make sure it meets the original

requirements in the brief.


At the meeting with the advertising agency, you will need

to show that your video meets the brief, the viewers will like it, prior to the film going live there is a potential for the film to go viral and you have reviewed your design.

Obtain feedback from another person to act as the viewer. Evaluate the final product and justify why it meets the brief and suggest improvements.

Describe legal and/or ethical constraints, and any health and safety considerations.

Your evaluation should be used to present you thoughts and considerations to the advertising agency in order to be asked to produce all 8 films in the series.


Viral marketing and viral advertising utilise existing social networks to increase brand or product awareness, spreading through a peer group much as an organic or computer virus does. Like a virus, it spreads from person to person, one individual transmitting it to maybe one, maybe twenty others, with studies indicating that on average a satisfied consumer tells three people about something they like. Viral marketing attempts to capitalise on this instinctive behaviour to rapidly spread a message. The key is that the recipients must want to pass the message on.

A viral campaign usually consists of several components, some passive, others interactive. In addition to viral video, promotions may also include elements such as text messages, podcasts, video clips and sponsored games, music tracks or images.

To be considered effective, a viral campaign needs to fulfil two criteria: firstly, it needs to spread as widely as possible, secondly it needs to be met positively.

One of the earliest illustrations of the power of viral advertising is Microsoft's Hotmail, simply by attaching a short promotional message to emails sent by users the company managed to recruit twelve million subscribers in just eighteen months, and this at a time when internet use was not nearly as widespread as today.

The key to viral advertising therefore lies in successfully targeting smaller numbers of influential individuals who have the status and connections to spread the message. Consequently, one of the great advantages of a viral campaign is that it does not require the same level of investment of capital in media buying as conventional methods.

The difference between viral ads and TV commercials

Viral video has proved to be the most popular viral marketing format, but putting a TV ad on the internet does not constitute a viral campaign. Although there have been some crossover successes, what works on TV often does not translate to the web.

Because people have to actively choose to view and share viral content it demands a different approach. For viral advertising to work it has to be remarkable and contagious. Unlike TV advertising, big companies can not just outbid their competitors to buy audience attention, it can only be captured by providing content people want to see.

Download unit Spec HERECreating_Digital_Video_2012_files/Unit%207%20Digital%20Video_1.pdf

Assessment evidence

Research and concluding typed report with screen grabs in Design Journal.

Criteria Covered

2A.P1, 2A.M1

2A.D1, (1A.1)



Assessment evidence

Design documentation, includingdescription of purpose and audience,

script, storyboard, recording schedule, logsheet, cast/crew list

and recce report all evidenced in Design Journal.

Prototype clips.

Criteria Covered


2B.M2 2B.D2,

(1B.2, 1B.3)



Digital files of original video clips and,

if required audio clips, demonstrating

range of skills used.

Digital files of acquired assets.

Documentation of health and safet issues when filming (perhaps using

annotated photographs).

Report of legal issues.

Criteria Covered

2C.P4, 2C.M3



Production and


Completed video clip in native format.

Completed video clip in rendered


Criteria Covered

2C.P5, 2C.M4,

2C.D3, (1C.5)


Editing and Testing

Evidence of feedback, e.g. completed questionnaire.

Evaluation report/ presentation.

Criteria Covered

2C.P6, 2C.M5

2C.D4 (1C.6)