P5 Be able to edit materials to produce a final print media product

Below includes the various editing techniques used throughout this unit to achieve the final presented images, The following editing descriptions include the various editing techniques, showing the full process I went through from start to finish for an image, as well as producing a website design for the final product to be presented.

Fitness for Purpose

To achieve consistency within my final images, I opted to make similar adjustments and use the same editing techniques for all images. This allowed me to present images that would be fit for purpose. As well as this I included the brand's logo and trademark on every image, this was to assure it was clear what brand (NIKE) the images were advertising with the use of print media products.

How this was created

In order to develop a website design for my final media product, I had to go through a variety different processes in order to complete this. Individual techniques enabled me to combine images and text to create a captivating and professional looking website design using Photoshop.

Firstly I had to edit the original raw images to draw the audience to the website, this alone involved many different stages in order to produce the final images.

Firstly I removed the white background, replacing it with a gradient white solid shape to gain a more professional looking image. To do this I used the magic eraser tool (shown below), and selected the area in which I wanted to remove on the raw image. This removed the background, subsequently leaving the model visible.

 Magic Eraser Tool -

Next I added a white shape on a separate layer to give the image a high quality background. I simply selected the shape tool, selected rectangle and sized appropriately. Furthermore I selected the gradient colour tool and chose a white/grey gradient to make the image more interesting.  The image below shows 'layer 1' underneath layer 0, providing the required background for the final image.

Below shows the use of a gradient tool, enabling me to add two tones together for the background image.

The line that is seen in between the model and the text is the gradient tool, enabling me to select exactly where the gradient will be on the background image.

Text

Text is an essential part of print media products if they are to be effective in selling or advertising, thus I have taken exceptional care when deciding exactly what text to use and what information to include. The screenshot below shows the various layers in which I have used for text, enabling me to be precise in every block of text that appears on the final product.

Using the text and character tools, I chose the size and font of the text that will be seen on the final product. In order to keep consistency I kept to the font style 'Boulder Bold', similar to the one used by NIKE, giving a more realistic and professional media product. It was crucial to use an appropriate font style, otherwise the product may be seen completely different and not be perceived exactly how I initially planned

I resized individual pieces of texts to catch the eye of audiences, for example 'Introducing and 'Nike Flyknit' are key words in the advert, and therefore I kept the at 295.97 pt (font size), whereas the description was reduced to 72 pt (font size), drawing the reader in and causing them to look further into the new product. The language used in the text is also crucial in order to sell and market products. For example 'The most effective' is a selling point for the Nike trainers and this will draw the attention of customers, convincing them that this product is worth looking at. The rest of the text must remain simplistic and offer true understanding and information to the customer, explaining what the product is called and what it is.

Superimposition

In addition to standard text, I also had to superimpose two NIKE logos onto the image. This helps the audience acknowledge the brand immediately, and therefore is essential to include within the final product.

This process firstly involves importing the images into photoshop, this is done my selecting File, then Place:

Secondly I had to select the image that was needed in the final image.

After using the Magic Eraser Tool once again to remove the background, I had to use the Paint Bucket Tool to edit the image, changing it from white to black, otherwise the image would not be clear on the screen. I selected black for the foreground colour (shown below) to change the Nike logo to black.

Below shows an example of the alteration of frames.  One of the more simple editing processes included the alteration of framing. For this image I felt there was slightly too much space above the model's head, and there was a change in background at the top of the image. This was altered to keep a consistent background and improve the framing of the image, ensuring the photograph looked high quality. I selected the cropping tool (shown above on the left toolbar) which brought up a grid on my image, enabling me to frame my image with the finest precision. For all the images, especially due to the fact I was developing website images, magazine pages, and billboards, I had to consider the rule of thirds to a great extent. In many cases, including the image below I did not follow the rule of thirds to the exact measurements,  resulting in the creation of a slightly more interesting and captivating image. Following techniques used by many photographers, I initially framed my images using the rule of thirds, then simply altered the framing slightly to capture images that would draw the attention of readers and audiences. In this example, the model slightly overlaps into the middle third.

Below are two curves (photoshop) from one of my final images used in P5. Curves affect tones and contrast, and therefore by editing the shape of the curve slightly can change an image dramatically. I have changed the curve for every individual final image, to be consistent and keep continuity for every image I had to bear in mind what I had done on previous images, however as lighting had been altered at different points within my photographic shoot, I had to edit curves to match tones and contrast for every image. I opted to use two curves in order to create a greater contrast within the image, developing a more striking print product.

Curve One

Curve Two

Before alteration of Curves

After alteration of Curves

P4 production materials & techniques for an original print media product

Meaning and Purpose 

This section includes the various ways in which I used equipment and resources to develop my final products. The different equipment used on the photography shoots enabled me to create a particular style of image depending on what was used at that moment in time. In addition to this, the planning tools and resources included below were a reference point throughout the shoot to ensure I was keeping up to schedule and accomplishing my desired shots. I carefully selected different locations as well as a studio shoot to produce a diverse range of images with the same style, with intentions to advertise NIKE running trainers. 

Setting Up Appropriate Equipment

Camera - Canon 7D 

The most essential piece of equipment used was a Canon 7D DSLR. The camera will capture at 1080p HD quality, allowing me to produce high quality images for the final print product. The interchangeable lenses means I can shoot a wide variety of footage to create a more unique and captivating images, including long or wide angled shots, establishing shots, as well as close ups and shallow depth of field. The camera is lightweight and portable with the help of a protective case to carry all essential equipment, meant I could travel to various locations to capture images, this was very beneficial as I traveled to London to capture some of the shots for the final product, in addition to filming the model. The battery life is long lasting, meaning I had a full days use with one charge, and no worry of the camera losing battery by the end of the shoot. Furthermore, having the ability to change setting such as white balance and ISO meant I could alter these to produce my desired effects and achieve exactly what I wished, meaning lighting and quality could be altered simply by changing the ISO. 

 Features Include:

- 18 MP APS-C CMOS sensor.
- ISO up to 6400 (H:12,800).
- 8 fps continuous shooting.
- Full-HD movie.
- 19-point wide area AF.
- Dual “DIGIC 4” processors.
- 7.7cm (3.0 inch) Clear View II LCD.
- Intelligent viewfinder.
- Integrated Speedlite Transmitter.


Canon Carry Case 

 The protective case used for the Canon 7D DSLR was crucial in the safe keeping of the camera. Additionally I could store all lenses required for the day and keep appropriate camera equipment together. As well as being tough it was also waterproof which prevented any potential water damage to the equipment.

Tripod - Velbon DV6000

I also used the Velbon DV6000 tripod. It is a very versatile piece of equipment that could be positioned in many ways to achieve the exact shot I desired, ranging from simple, eye level shots, to oblique, high and low angle images as it could be adjusted to different positions. The tripod was essential when photographing a variety of shots to create continuity high quality images of the same standard.

Camera Lenses 

Sigma 10-20mm 

• Super wide-angle lens for Canon digital SLR cameras and an APS-C sensor
• Incorporates SLD low dispersion elements and aspherical lenses
• HSM motor for quiet, high speed focussing
• Internal focussing

Canon 85mm Fixed Lens

A short telephoto lens very popular with portrait photographers. Fast autofocus speed, a large maximum aperture and the short telephoto focal length.

• Bright f/1.8 maximum aperture ensures great shots in low light
• Fast, quiet autofocus with full-time manual focusing
• Circular 8-blade diaphragm helps produce attractive background blur
• Super spectra coating reduces flare and ghosting
• Minimum focusing distance of 85cm
• 58mm filter diameter
• Optional Lens Hood ET-65 III and Soft Case LP1014

An example of the image produced by Canon 85mm Fixed Lens 

The Canon 85mm lens was perfect for creating more atmospheric and captivating shots. Especially for filming with a shallow depth of field. The fixed lens meant I would set the frame exactly where I needed it to be without alteration, and then alter the aperture and focus to create the shallow depth of field. This was used on various occasions within my film and photography shoot. Additionally I was able to film sharp close ups with the 85mm.

Canon 50mm Lens

A brilliant combination of image quality and versatility. With fast focusing and the fast f/1.4 maximum aperture makes this a superb performer for any assignment.

• Bright f/1.4 maximum aperture ensures great shots in low light
• Fast, quiet autofocus with full-time manual focusing
• Circular 8-blade diaphragm helps produce attractive background blur
• Super spectra coating reduces flare and ghosting
• Minimum focusing distance of just 45cm
• 58mm filter diameter

Canon 18-55mm Lens

The EF-S 18-55mm f/3.5-5.6 IS II is an ideal general-purpose standard zoom. Its four-stop Image Stabilizer provides great performance in low-light conditions.

• Lightweight, compact design
• Wide-angle to short telephoto range
• Four-stop Image Stabilizer
• Aspherical lens elements for control over distortion
• 0.25m close-focusing distance
• Super Spectra coatings
• Circular aperture diaphragm
• High-speed AF

The 18-55mm lens was another that was used on many occasions throughout the film shoot. With the range of 18-55, I was able to frame every shot specifically and alter if I felt I could achieve higher quality footage and images. The lens enabled me to be precise and pernickety with regards to all shots filmed. For example, the POV shot below was altered to show a more natural 'human' perspective, looking from above the watch. Other lenses would have been too cropped or wide, the 18-55mm lens allowed me to create this 'look'.

Below shows an example of a shot the 18-55mm lens took, giving a more human eye perspective.

Use of Pre-Production Material

Production Schedule 

The devised production schedule was an exceptionally helpful tool in which I used throughout the day. After concluding that the initial concept idea would be changed, I set out for London by train at 9:45, arriving to commence filming at 11:35. In addition to this I no longer wished to used a male protagonist, and therefore chose a more appropriate for the role, female actress. Keeping to the schedule was reasonably simple and there was little disturbance, however it did begin to rain at around 1pm, so we stopped for lunch and let the rain pass by. After this, we commenced filming as well as photographing various locations around London's Southbank, and from then on worked in accordance to my original schedule. As our return trip was not arranged until 5:00pm, Anna and I had spare time due to completing all essentials in the schedule, and therefore we to develop new ideas and get the shots taken. In addition to the London shoot for film and photography, I completed a studio shoot to provide a greater variety of final images for this unit, resulting in a wide choice of shots to use and edit.

The production schedule shown below accounted for both filming and photographic shoots. When arriving in London, every external (EXT) scene involved filming in addition to still images being taken, in order to diversify the final products and use clips from both shoots. This enabled me to gain a large quantity of images throughout the day in which I could use for the final product, as well as the studio shoot which would take place a week after the London shoot.

Images from the photo shoot

Layout Designs

The layout designs shown below were the initial ideas that I had for my photographic shoot. I used this style of shot for both my still image prints and advertising video. It was important to develop a few layout ideas in order to have a basis in which to start the photographic shoot. Although not all of these made the final cut, images did appear in the same style that I originally planned. 

P4c) Following Safe Working Practises

The risk assessments and information shown below account for both the studio and London shoot that I completed.

Whilst filming in London, there was a vast range of hazards that could have possibly taken place throughout the day, therefore it was essential that I took great care at all times, completing every shot safely and efficiently, avoiding risks and hazards at all costs. In order to follow safe working practise, firstly I completed a Recce, in which I gathered information about local areas I was filming in, and familiarised myself with the surroundings. Additionally, I kept organised with the filming and kept out of the general public's way, and carefully placed equipment close to myself at all times, avoiding risk of loss or stolen items. 

Below shows a clip from the final production. It is clear that the running surface is wet from rain throughout the day. This was another drawback when filming, as the rain was not suitable to run in on most occasions, and therefore when the rain had stopped it left a more slippery surface for running, meaning myself and the actress had to be extremely careful whilst filming these scenes, as well as wearing appropriate footwear (trainers) to reduce risk of slipping or falling.

Risks

Cars on the road - A large risk involved with filming in the city of London is the vast number of drivers and commuters that pass through the streets. As the film takes places in various boroughs and locations within the city, it involved traveling along streets and additionally filming (and running) through along the pavements next to roads. In this case, there was always a risk of a car crash or situation in which could not be prevented by myself or the actress. As this hazard was out of our control, we ensure we stayed aware throughout the day and did not put ourselves in danger through being irresponsible. We avoided busy streets and abided by general traffic and crossing rules, e.g waiting for red light and a signal to cross. 

Loss of Equipment / Stolen Equipment -  The use of expensive filming equipment involves a risk of damage, loss or the equipment being stolen. In order to avoid this risk I must be fully aware of surroundings at all time, keeping equipment close by and simply not forgetting to pick it up. Additionally the equipment can get damaged. On the day of filming it began to rain heavily for an hour, but in order to get shots completed we continued. Rather than leave equipment unprotected, all lenses and charging equipment were stored in a Canon carry bag, protected by a larger plastic bag in order to keep it safe and dry, and the camera body when filming was covered by an umbrella attached to a tripod or in some cases, myself holding it in one hand. This ensured all equipment was protected from getting water damage. 

Finally, throughout the day the equipment was either being operated, or kept close by and discreetly packaged, in order to reduce the risk of thieves being tempted to steal any of the equipment. I did not leave lenses or the camera on show when they were not needed. 

Setting Up of Tripod / Equipment - When operating filming gear, there will always be a risk of falling or tripping. For example, if a tripod is incorrectly set up and one leg is shorter than the others, it may fall and be damaged, or injure myself, actress or a member of the public. In order to avoid this risk I assured all equipment was set up correctly and efficiently every time, and also avoiding busy streets in which may increase the risk of someone tripping or colliding with myself or camera gear, as well as the actress running.

Filming -  In some cases when filming, members of the public may acknowledge that you have by coincidence filmed them as they walked along the street, in most cases unintentionally. However some members of the public may be unhappy with being filmed and demand the clip is deleted, or become violent due to the fact they have been filmed. Although this risk is very rare and unlikely, it is still best to try and avoid filming individuals who have no involvement with the film, unless you are filming large crowds where this goes unnoticed. If anyone is unhappy with themselves being caught on camera, simply agree to stop filming and allow them to carry on with their day. 

In addition to the above risk assessment, I also completed a solution of hazards identified in section P2:

The above enabled me to identify and understand more general risks of the film shoot, and furthermore come up with solutions that would help prevent these from occurring. Both the risk assessment and these general risks had to be considered throughout the day of filming, reducing the likeliness of accidents, damage to equipment or injury. Helping me operate with safe working practise.

The reduced risk of the following incidents contributed to the productive and efficient day of filming:

• Trailing Cables - This is always a risk when working with technology. Being aware of this risk and acting accordingly meant nobody was injured or hurt whilst filming in an area where cables were laying around. The use of tape and cable protectors kept all wires organised and safe.

• Electrical Fire/Shock - Fortunately, the majority of footage use din the final edit was filmed outside and in the city, rather than in a studio. This meant there was a very minimal chance of an electrical fire or electric shock. However at points where plugs were needed I ensured I used modern extension leads that have low risk of causing fire due to overwhelming with plugs.

• Overheating Studio Lights - As previously mentioned, the majority of my film shoot was outside, and therefore the use of studio lighting was not needed. As a consequence of this I did not have to worry about this risk throughout the day. However my photography shoot for unit 14 will require studio lighting, in which should be turned off when not needed to save electricity and prevent overheating.

• Broken Camera Equipment -  This was one of the largest risks throughout the film shoot. Especially as I had a large quantity of equipment, whilst directing an actress alone. As a consequence of this I had to be extremely aware of all equipment and where it was placed for the duration of the shoot, ensuring that there was very little risk of damage through carelessness. It was not left lying around or visible to public when not in use, and I was in control of the camera and tripod at the appropriate times, meaning no equipment was damaged or broken. 

Following Production Processes

Camera Settings

The use of a Canon 7D in a manual setting was a great benefit when filming in the city streets of London. The diverse range of areas meant lighting was altered and different on every location set for filming, and thus meaning alterations had to be made on the camera. The manual setting enabled me to change any factor in which contributed to what I was filming,  most importantly ISO which altered the cameras sensitivity to light, as well as aperture, helping me create my desired look on all footage, without it being too dark, or having 'noise' on the final edit. In addition to this, the Canon 7D shoots in 1080p HD, producing a more professional look to the edit, this is important when creating a high standard film or advertisement, and essential when shooting for industry standard productions.

Lenses - The industry standard Canon and Sigma lenses contributed to the high quality footage taken on the camera, each offering different perspectives to the surroundings on location, which helped me produce a more captivating piece of work that keeps audience engaged throughout. Filming shots with a variety of lenses meant I could pick and choose between what I felt look more appropriate to the final production, and what would help entertain the audience. For example, the 85mm fixed lens was perfect for shallow depth of field and focus pulls, creating a more atmospheric shot and drawing the audiences attention to a specific product or item on screen. An example of this can be seen below, a shot from my final edit showing a NIKE trainer with a shallow depth of field, drawing in the audience to the detail of the shoe.

Photoshop 

The primary tool used to create a true visualisation of my initial plan was Photoshop CS5. Every final product was created through this image manipulation software. In order to recreate the drawings and sketches I had to uses the tools within Photoshop, importing logos, creating text and altering raw images to present a final media product. The software enables you to present the initial idea as a true visualisation. The processes involved have been explained in P5. 

From capturing sharp images with the Canon 7D, I was able to produce exceptionally high quality final images. Although content with the raw images imported into photoshop, it was also important to raise the quality of the final images with editing techniques available in the software, enabling me to present the final products with added effects to draw the viewers attention and help advertise products. 

P3 legal or ethical issues identified and resolved

Model Consent Form 

Above shows the original Model Consent Form for the production of 'Why Run?'. 

Mean & Purpose:

Copyright is a legal right created by the law of a country that grants the creator of original work exclusive rights to its use and distribution, usually for a limited time.

Photographers must take copyright into consideration. Never should a photographer publish any images taken by anyone else, this would go against the Copyright, Designs and Patents Act 1988. Also, as soon as an image is taken on a camera, the photographer has copyright. This does not have to be registered and requires no further litigation. However if someone uses this image without permission, or publishes publicly and claims they took it, the photographer is protected by copyright and can easily prove they took the image, and the illegal user will then face litigation, as they would infringe the copyright law.

Copyright Basics
Copyright owners possess five exclusive (not absolute) rights. These include the right to distribute and reproduce the work, the right to publicly display or perform the work, and the right to create derivative works (e.g. translations, new editions). Despite these rights, users have rights too. The extent and nature of
users’ rights vary with the circumstances. Sometimes users need to get permission and pay required royalties, sometimes they don’t.

Copyright Myths and Misconceptions
Contrary to popular opinion:
1. Copyright law does not protect ideas. It
protects the expression of ideas. If you want
to protect an idea, use a secrecy agreement.

2. Copyright owners don’t need to do anything
to get a copyright. Rights begin at the
moment of creation because the rules say so.

3. A copyright notice isn’t required. Earlier
versions of the law required it—not anymore.
However, so many people don’t know this,
using a notice is a good idea. Here’s an
example.

Copyright © 2005 Terry Smith

4. Registration isn’t required. There are
advantages to registering a copyright, but it’s
not required.

5. Owning a copy of a copyright protected
work isn’t the same thing as owning a
copyright. Owning a copy is like renting an
apartment. You bought the right to use it.

Reference: Excerpt from
http://www.mccc.edu/pdf/copyright_compliance_final.pdf


Nike have a particular section on their website stating their policies and terms of use. If a corporate organisation were to use the images for profitable purposes, the following statements would apply:

Source: http://help-us.nikeinc.com/app/answers/detail/a_id/1071/~/can-i-use-nike-trademarks,-images,-logos-or-advertising%3F

CAN I USE NIKE TRADEMARKS, IMAGES, LOGOS OR ADVERTISING?

Nike doesn't grant permission to use or modify trademarks, logos, images, advertising or similar materials.

It's your responsibility to determine whether your proposed use is legally permissible. For example, some uses of Nike logos in a textbook may be considered “fair use.”

Nike is unable to respond to requests for permission and does not fulfill interview requests. NIKE, Inc. (capitalized) is the correct use of Nike when referring to the company. Nike (sentence case) is the correct use when referring to Nike as a brand.

Affiliate brands should be referenced as follows: Converse Inc and Hurley International LLC.

Article 8 in the Human Rights Act is - The Right to Privacy.

Videographers, photographers and press must always bear in mind this right. If any image or article is posted that do not give the correct facts, and no consent has been given, this could cause problems and possibly litigation for the press company.

Use of long-lens photography - Photographers, especially paparazzi must think and cogitate before taking images. They must consider the consequences of their images. For example, if they take images of a celebrity or well known person, when they are not in the public eye, e.g at their own home, a photographer should not use a long-lens to capture images of them without being seen, or without asking permission. This, in most cases will go against the rights of the celebrity, therefore resulting in a complain being made and most likely a fine or other consequence given to the photographer if they image was published.

Model Release must take place. This is where the subject or model of an image signs a legal release granting permission, usually resulting in civil liability for the artist to publish an image taken of them.

Parental Consent for the use of images of children - A photographer must provide and assure the parents of children have signed and approved a consent form if their child is going to be photographed. There are risks for children photographs being published anywhere, for example people may be able to copy images and misuse them. However if parents are 100% certain on what the photographers intentions are, and where it will be published or used for, then they can sign the consent form, allowing images to be taken. Below I have found a real consent form written up online.

Request to Film in London

Although the focus was to capture a number of still images, I also filmed an advertisement for NIKE, therefore it was important to seek permission to film in the city.

Whatever location you are using, no matter how public it seems, it is likely you'll need to notify or get permission from somebody.

The impact of failing to inform relevant authorities could result in unnecessary police resources being deployed. It can disrupt your filming and the local community.Each Borough in London has an office that deals with filming, these are called Borough Film Services (BFS). They are the first point of call for on-street filming as well as filming on public land or in council owned properties.

The Service will liaise on your behalf with council departments, including those responsible for parking and refuse collection.

The BFS will be able to:

• Let you know where you need permission to film
• Inform you of potential filming hotspots – or of anything going on in the area that may disrupt your filming
• Advise you on whether or not you need to contact the local police

http://filmlondon.org.uk/get-permission-film

My name is Sam Sherwood, and I attend Kent College Independent School, Canterbury. On Saturday, 29th November, I wish to film in and around Southbank. The footage I will take is for an A-Level media piece which requires scenes in the city, and would not be published to make profit of any sort. I will only need my camera and tripod. The filming will be completed within five hours at the most. I require very short clips of busy streets in the city, and one scene in which the protagonist would be running slowly for short periods of time and therefore there should be absolutely no disruption to the public walkways or roads. 

Best Regards,

Sam Sherwood

Kent College Canterbury

Royalties

Royalties in media involve the payment to an owner for the use of patents or copyrighted works. This could vary from music to paintings or photographs. In the case of my print products royalties would be issued to the model if the signed contracted specified the exact amount they would receive for being involved in the project. A royalty payment can be made to the legal owner by those who wish to use the work for the purpose gaining revenue. In most cases, royalties are designed to compensate the owner for the asset's use, and are legally binding. Model's may be given a one off payment for their work or receive royalties each time a print product is used in an advert, broadcast etc. The person who owns the rights to their product may negotiate to receive royalties when revenue is gained in the future.