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It cannot be over emphasised that this guide to improving your assessment is very specific to certain projects. The examples and content is not to be taken literally, but a flavour of what could be causing a given project to be missing marks. You should also reflect on the improvement suggestions and apply these to your own specific context. Not all suggestions will be relevant to all projects.
AO1: Research and Record
Limited:
Photo Example: I copy images that fit the style I like without analyzing why I chose them.
Moving Image Example: I collect popular examples but focus mostly on plot elements, not how visuals tell the story.
Brief Check: My research remains generic and surface-level, missing potential to go deeper into the topic.
To Improve: Don't just look for pictures you like, ask yourself why you like them, and what it says about the subject. Go beyond Instagram searches to find photographers, films, or visuals in art, news, or history related to your topic.
Satisfactory:
Photo Example: I found images similar to the ones I want to take. My notes focus on copying technical details (lighting, poses).
Moving Image Example: I watched other short films in the same genre as my project idea. I mostly wrote down which visual effects I liked.
Brief Check: My collected examples loosely fit the project, but don't help me stand out.
Why it falls short: Relying heavily on easily found sources, missing diverse perspectives. Notes just list what was found.
o To Improve: Analyse how your visual influences communicate ideas or emotions relevant to your project. Dig for the “why” (why does a bleak color palette fit a specific subject?), not just the “what.”. Search beyond your first results page! Dig into older footage, analyse similar videos beyond style, look for articles discussing your topic from different angles. Don't just look for pictures you like, ask yourself why you like them, and what it says about the subject. Go beyond Instagram searches to find photographers, films, or visuals in art, news, or history related to your topic. Keep notes that analyze visuals, not just describe them. How does lighting or composition make you feel? Can you link this feeling to your work and how to intentionally evoke it?
Competent:
Photo Example: I researched different historical and contemporary photographers for my idea. I thought critically about how their chosen style (black and white, staged vs. candid) could enhance my own message.
Moving Image Example: I looked at documentaries to find different ways to tell a true story. I compared how pacing and use of interviews evoke distinct feelings.
Brief Check: My research helps me explore variations while staying on track with the core goals of the project.
Why it falls short: Focusing on facts, but not how they'll inspire your approach.
o To Improve: Don't just mimic styles you admire. Can you push them further using your unique research to communicate your specific idea? As you research, ask yourself "How could this idea shape my story?" or "Does this source surprise me and make me look closer at my message?". Your notes should analyze, not just copy. Find examples that push past familiar territory. If your project is about 'friendship', how is that depicted in unexpected places (sports, political protests)? Find angles that aren't immediately obvious.
Confident:
Photo Example: I interviewed local photographers for their process, not just for equipment tips. My reflections question my initial assumptions about what 'fits' my topic.
Moving Image Example: I studied the structure of persuasive videos or music videos to see how visuals support arguments. I analyzed their target audience and considered if their techniques apply to my brief.
Brief Check: My research gives me a deeper understanding of the brief itself, suggesting creative angles I hadn't considered.
Why it falls short: Missing deep analysis of how different perspectives could enrich your work
o To Improve: Research beyond obvious sources! If your topic relates to social issues, analyse historical documents, find visual art outside your typical style for inspiration. Interview someone you don't agree with about your topic! Analyze why sources make you feel specific emotions (not just if they're "good" or "bad"). Let research push you, not just confirm what you already thought. Consider interviewing those with opposing viewpoints on your topic. Analyze why you have specific reactions to visual sources - does it make you change your mind or strengthen your initial idea?
Excellent:
Photo Example: I used archive footage, paintings, or news articles as additional inspiration. Reflections challenge conventional depictions of my subject and push my stylistic choices in fresh directions.
Moving Image Example: I researched psychological studies about how color/sound affect attention or build trust. This fuels my ideas to connect with my audience.
Brief Check: My research helps me find innovative ways to go beyond simply fulfilling the brief and make a memorable or meaningful contribution.
Why it falls short: (This category usually shows strong grasp of AO1). If a pupil struggles here, it's likely about the complexity of analysis, not initiative.
To Improve: Show connections between unexpected sources and your specific technique. Prove why this 'weird' research informed your composition, edit speed, etc. Look beyond film/video examples for inspiration. Find research in literature, psychology, etc., then imagine how to translate those ideas visually! Show that research informs your choices creatively. Don't just use research to repeat techniques. How do your unique findings challenge common ways of visually understanding your theme? Keep note of how unexpected things inspire you.
AO2: Explore and Select
Limited:
To Improve: Before creating anything, list a few extreme ways to do it (fast or slow, silent or chaotic). Then pick one to actually test out, even if you ultimately pick a less wild version.
Satisfactory:
Photo Example: I tried a few standard poses or basic effects in editing. They're functional, but nothing exciting. Shots I take explore angles and basic editing but I choose mainly on which image looks ‘nicest’. I took many photos using the basic "portrait mode" setting on my phone and then chose the one I thought looked best.
Moving Image Example: I tried different shot lengths and used the default titles from my editing program. I mostly went with what was easiest. Music is picked on personal taste, not suitability for the mood. I shot footage without a storyboard, hoping some 'cool' moments would happen. I mostly liked the clips with big action.
Brief Check: My choices might get the message across, but also risk blending in with everyone else's work lacking a distinct creative voice. My work might technically fulfill the requirements, but risks feeling generic and unfocused.
Why it falls short: Playing it safe with basic techniques, or choices feel arbitrary (a track sounds cool, but doesn't match the mood).
To Improve: Test extremes! Test extremes on purpose! A blurry or distorted test photo with harsh lighting might teach you more than a bunch of safe portraits. Can one odd photo angle convey more than your safest shots? Push filters past subtlety for effect. Don't settle on your first option unless it's genuinely the strongest for your purpose. Before hitting record, think about one aspect you want to experiment with (harsh edits to build tension, quirky audio). Test widely, even if final video uses subtle versions. Get feedback from people whose preferences and tastes don't match yours. They may see something you missed. Ask "Does this convey [intended emotion]?" not just "Do you like it?"
Competent:
o Photo example: I tried lighting my subject from different angles to see which evokes the right mood. I used feedback to select and enhance my best shot using editing tools. I played with angles, focus, and unusual cropping while shooting. Later, I considered each composition, thinking about how it fits the intended mood. I tested lighting, focus, and framing to discover which best emphasizes my specific idea. I choose images that resonate emotionally, not just technically well-executed ones.
o Moving Image Example: I tested several music tracks before making a choice, aiming for one that builds the desired energy of my storytelling. I experimented with handheld versus tripod shots to understand how it affects viewer focus and energy. I then selected those that best support my storytelling goal. I experiment with shot length, sound, and transition styles, understanding how these choices create energy and suspense.
o Brief Check: Choices actively support the theme, not just look 'nice'. My decisions aren't solely based on whether something is visually stunning, but if it adds meaning to the brief. I can link decisions to their intended impacts to justify why they're right for the specific brief.
o Why it falls short: Relying on "industry standard" approaches. Feedback leads to improvement, but still within expected patterns.
o To Improve: Seek feedback asking, "Does this evoke [intended emotion]?", not just general approval. Justify your final choices using what you learned during testing. Be wary of 'industry standard' looks. Can you achieve what you want, but by doing things slightly 'wrong' on purpose for your effect? Push yourself out of your comfort zone! Do your sounds clash a bit? Is your colour scheme more odd than polished? Seek feedback from someone whose taste you don't share to find potential blind spots. Search for videos/photos on your topic made in ways you don't typically like. Find one thing they do effectively, even if overall it's not your style. Can you adapt a 'wrong' technique for a powerful effect? Find videos outside your usual style: Analyze art films, old commercials, etc. What do they do that others don't? Can you adapt techniques in unexpected ways for your specific project?
Confident:
Photo Example: I create unexpected DIY solutions (reflectors, shadows) to manipulate the scene and support an evocative atmosphere beyond what's obvious.
Moving Image Example: I intentionally misalign soundscape and footage (silence versus frantic visuals) to challenge the audience and deepen the storytelling.
Brief Check: I take unexpected but calculated risks rooted in the topic, rather than being driven by the desire to be different for its own sake.
Why it falls short: May excel in visual or audio technique, but not both, making impact unbalanced. Feedback is well-integrated, but choices may be sensible rather than daring.
To improve: Ask for critiques early on your crazy-cool idea. Does your out-there edit distract from the core story? Focus on making unconventional choices strengthen the message, not just impress viewers.
Excellent:
Photo Example: I tried DIY lighting solutions (flashlight for starkness, window blinds for patterns) to see how it distorted ordinary objects in interesting ways. This helped me settle on a lighting setup that supports an eerie feel in my photographs. I push techniques beyond safe usage. Extreme zoom, purposeful blur, or long exposure may seem 'wrong' individually but are chosen to communicate a complex thought
o Moving Image Example: I tested contrasting soundscapes for my piece, pushing beyond music into ambiance (birdsong in a war scene, silence against chaotic visuals). : I combine seemingly clashing techniques (sped-up with slo-mo) carefully within the same piece to heighten viewer impact, not just impress with complexity.
o Brief Check: My experiments show I considered many ways to tackle this brief, leading to highly intentional, surprising choices. I'm confident in explaining how unconventional choices elevate the brief and show mastery of techniques through subversion.
Why it falls short: This level should see informed risk-taking. Struggles are often due to overly ambitious execution or not matching style to purpose.
To Improve: Take that one risky choice you felt unsure of and refine it. Does subtly enhance the impact or diminish it? Justify the final product. Ask for critiques early on your crazy-cool idea. Does your out-there edit distract from the core story? Focus on making unconventional choices strengthen the message, not just impress viewers.
AO3: Develop Ideas
Limited:
Photo Example: I make changes only if absolutely necessary and begrudgingly start over on work. Focus is mostly on getting it "done".
Moving Image Example: Early feedback finds glaring errors (missing scenes, bad sound). I fix errors but the larger plan and message don't evolve.
Brief Check: My ideas and the final product remain basic and undeveloped, showing minimal engagement or willingness to take risks.
Why it falls short: Improvements focus on the technical execution of ideas, rather than the ideas themselves.
To Improve: Be honest with yourself – which parts are truly impactful? Be willing to ditch a "meh" image/scene even if you worked hard on it. Ask classmates for specific critiques, not just general praise.
Satisfactory:
Photo Example: I change my work somewhat based on teacher feedback, leading to minor improvements but mostly sticking to my first plan. I made some minor tweaks to cropping or colour based on basic critiques. Overall composition sticks to my first plan.
Moving Image Example: I address technical critique (scratchy audio, out-of-focus bits) but the storytelling impact remains unchanged. I fixed any glaring problems found in early feedback (audio glitch, out-of-focus parts). Story flow doesn't change much.
Brief Check: My project fulfills the requirements but feels predictable. It doesn't show I pushed my idea much beyond basic concepts. The project ticks the basic boxes, but doesn't show how I pushed to make it the best it could be.
Why it falls short: Relying on "industry standard" approaches. Feedback leads to improvement, but still within expected patterns. Feedback leads to only minor edits or surface-level improvement. There's a sense of 'coasting' rather than using critiques to push concepts further. Story follows obvious structure, or feedback leads to minor tinkering, not deeper change.
To Improve: Create 2-3 different finished edits instead of settling on the first that's 'done'. Do they create different messages on the same topic? Which resonates most with your purpose? Embrace a few messy critiques. Ask classmates what's confusing or underwhelming, then iterate until it's compelling. Be brave enough to abandon a shot/sequence entirely, even if it was well-executed! Find videos outside your usual style: Analyze art films, old commercials, etc. What do they do that others don't? Can you adapt techniques in unexpected ways for your specific project? Build time for feedback with drafts! Show someone who has no idea what your message is and see if they "get it". Be willing to change even successful parts if they disrupt the core goal
Competent:
Photo Example: I take into account criticism and re-shoot or re-edit images in multiple ways to create stronger work. The idea evolves over time.
Moving Image Example: I consider pacing, narrative structure, and thematic development. Based on feedback, I may rework or re-organize specific scenes for enhanced impact.
Brief Check: My revisions show I took the brief as a starting point and pushed further with iterations to bring new perspectives and depth.
Why it falls short: Feedback integration focuses on flaws, not elevating work to its full potential. Ideas evolve gradually.
To Improve: Take your single strongest concept (edit, sequence, image) and rework it. Can you amplify its power for the viewer by making it even bolder in the context of the wider project? Ask classmates to critique your "best" scene before the whole video – does it stand out by itself? Don't be afraid to rework that one impactful part as it could transform the flow of the rest.
Confident:
Photo Example: My best image feels 'risky' at first. I am willing to rework it many times or find different ways to present it for the strongest impact. I don't settle for simply 'good'.
Moving Image Example: I am brave enough to change a 'successful' segment if it interferes with the larger theme. I seek feedback challenging my approach and make significant re-imaginings of a scene if necessary.
Brief Check: While aiming to hit requirements, my development process allows the initial work to evolve meaningfully to achieve maximum impact. I'm aware of technical shortcomings and use creative problem-solving
Why it falls short: Revisions may become less daring over time, settling for the 'safest' version due to technical shortcomings or external advice. This can limit the full potential of an originally strong concept. Strong core ideas may get derailed by technical shortcomings. Willingness to rework concepts based on criticism.
To Improve: Are you letting a technical limitation derail a great idea? Ask friends who have skills you lack to help on execution. It's better to seek collaboration than ditch a powerful vision. Remember limitations can drive amazing work! Seek help on execution early rather than letting your grand vision die because you lacked one skill. Use problem-solving as a creative challenge.
Excellent:
Photo Example: I go beyond simply fixing problems. I iterate continuously, allowing unexpected and innovative ideas to evolve from earlier drafts, even questioning my original assumptions.
Moving Image Example: My feedback process focuses on thematic impact and audience experience, not just technical flaws. I'm willing to experiment heavily and potentially sacrifice 'polish' or typical techniques for deeper meaning.
Brief Check: My process takes an exceptional path. It reveals insightful development of concept and form, going beyond simply 'ticking boxes.'
Why it falls short: While the creative development demonstrates excellent risk-taking, feedback responses can occasionally miss their mark leading to a slight drop in impact. Often not about lack of skill, but a slightly miscalibrated response to feedback, losing that final "oomph" in revision
To Improve: Sometimes excellent work gets stuck by listening too closely to feedback. If something feels right to you, but critics suggest changing it, pause and analyze the core 'why' of your project before blindly revising. Balance external insights with your original gut feeling. If trusted voices are pushing one direction, but something feels off in you, take a break and revisit the "why" of your project before blindly obeying!
AO4: Produce a Personal Response
Satisfactory:
Photo Example: My image(s) communicate the basic subject matter. Technical skills may be limited, leading to inconsistent results.
Moving Image Example: My final edits tell the story I set out to tell. Editing style and music selections might feel generic.
Brief Check: The final product might meet the assignment needs, but lacks that extra sparkle that leaves a lasting impact.
Why it falls short: I did not fully reference my intentions and link this to the work I produced. Design language is minimal and the work I have produced doesn’t link well to design theories.
To Improve: Take one bold risk within a safe project (unexpected color shift in a photo, sudden silence in your soundtrack.). Consider how techniques are typically used, then intentionally subvert them for your purpose.
Competent:
Photo Example: Technical proficiency ensures focus, well-chosen composition, and a clear thematic idea.
Moving Image Example: My camera shots, pacing, and sound support my message consistently. It may still borrow ideas from existing styles heavily.
Brief Check: I effectively followed the requirements, and my audience will grasp the core message.
Why it falls short: I am not reflective or critical enough of my work. My final outcome doesn’t fully meet my intentions and may not leave a lasting impression on the audience.
To Improve: Don't be afraid to refine your best moments even further. Is your most visually interesting shot also the most meaningful for the overall idea? Experiment with bolder versions of what's already working.
Confident:
Photo Example: My lighting, framing, and edits clearly enhance a concept. There's a cohesive stylistic thread connecting the individual work or image series.
Moving Image Example: I use sound design and visuals in unexpected ways without distracting from the core message. It might be inspired by recognizable techniques, but doesn't feel like simple imitation.
Brief Check: The creative choices go beyond what was expected, while still communicating effectively. It leaves the audience feeling something specific upon viewing.
Why it falls short: The connections between design theory and my digital work are good, but not strong enough. I did not do a thorough job of explaining how my video fully meets the aims and intentions for the target audience and brief.
To Improve: Is there one visual flourish or editing quirk you could make even more unique to further stamp your identity onto the work?
Excellent:
Photo Example: My work goes beyond skillful execution and demonstrates a well-articulated perspective through visual and technical elements.
Moving Image Example: The combination of editing, cinematography, sound design, and narrative techniques feels highly unique and emotionally resonant.
Brief Check: I took the initial brief as a launchpad and evolved it. The final product feels both deeply personal and relevant to a wider audience, possibly challenging conventions.
To Improve: Remember, even masterpieces sometimes benefit from external perspectives! A trusted critique could find that one aspect that falls from 'excellent' to 'truly groundbreaking '.
Additional Note: Don't confuse originality with rejecting convention entirely. Master craftsmanship allows you to break rules thoughtfully for greater impact.
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