2011-2012 dmaww course outlines

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Photography

Advertising - Graphic Design

Media Communications

Career Success

Animation

Academy of Digital Media

ARTSCTE Program

Digital Media ArtsWildwood Education Center

DMAWW.ORG



o Design visual composition and stylistictreatments to meet client objectives utiliz-ing the design process.

o Effectively use industry standard tech-niques, equipment and software.

o Create Page Layouts that attract attentionthrough creative use of design elementsand principles.

o Select Color schemes that support thecommunications objectives of the project.

o Acquire and prepare appropriate imageryor graphics that enhance the message.

o Select and use typography that is bothfunctional (readability) and expressive in astyle which meets design goals.

o Digital output les correctly prepared forpublishing to appropriate media.

o Web site pages formatted using correctlyfunctioning HTML with Cascading StyleSheets.

Student projects are assessed with a rubric based on the above listed standards.

Visual Studies Projects□ Vector Art Portrait

□ Color Harmony Catalog Cover

□ Candy Wrapper

□ Type as Design Element Poster

Self Promotional Marketing Items□ Personal Business Cards, Note Pads &

Stationery, Vinyl Stickers, Graphic T-shirts,

Personal Tri-fold Brochure, Personal Web

Portfolio for freelance student designer.

PBL Team Projects:□ MARKETING CAMPAIGN - Partici-

pate on a team to plan and design acoordinated brand marketing campaignfor new product release such as arestaurant opening, an event, a music,movie or video game release.

□ Window Poster Series

□ Promotion Post Card Series

□ Admission Tickets

□ Graphic T-shirts / Staff Apparel

□ Vinyl Banner and Signage

□ Product Packaging & Retail P.O.P.

□ YEARBOOK - Participate on a team

to plan and produce a campus-wide

yearbook.

ProfessionalKnowledge

o Feature Article – Research, plan, interview,write, edit and layout a print journalisticstyle feature article spread combing graph-ics, images with captions, and body copy.(yearbook, newsletter or magazine spread,etc.)

o Marketing Campaign - Create a professionalmarketing campaign for a given productor service to include a written client brief (planning document) and a series of coordi-nated advertising materials.

o Web Site - Plan, design and publish a multi-page professional web site with body copyand captions. (self-promotional electronicportfolio site, blog site, etc.)

o Article Summary & Presentation - Read,interpret, write and present an article sum-mary on an advertising or design relatedissue or trend.

Curriculum Resources:o Documentary Films, Podcasts, Textbooks,

Library of trade paperback books on avariety of related topics

o Professional Guest Speakers (live & via Skype)

o Field Trips: Advertising Agency in Rochester NY

Graphic & Advertising Design2011-2012 Course Outline (216 hours)

Academy of

Digital Media

ARTS

Advertising professionals combine skills in design, writing, strategic planning and brand-ing to develop integrated marketing campaigns in a wide range of media to reach andinuence specic target audiences.

Key Competency: Students will communicate verbally and in writing on topics related to

Graphic and Advertising Design with appropriate use of technical language. The Graphicand Advertising Design Course consists of approximately 216 hours of classroom instruc-tion over a two year period.

Hands-onCreative Projects

TechnicalCompetencies

ELAAcademic

Integration

G01 ContextG011 Career Survey

G012 Designer Proles

G013 Business Trends & Practices

G014 Milestones in G&A Design History

G02 Visual Design Literacy G021 Elements of Design

G022 Principles of Desiign

G023 Ratios and Proportion

G024 Depth Perspective

G025 Page Composition Principles

G03 ColorG031 Color Psychology & Symbolism

G032 Color Science (properties of light)

G033 Human Color Perception

G034 Color Wheel Relationships

G035 Choosing Color Schemes

G036 Color Reproduction

G04 TypographyG041 Type Anatomy

G042 Type Classication

G043 Readability & Legibility

G044 Type Personality

G045 Designing with Type

G046 Type Effects (Illustrator/Photoshop)

G05 Creativity & VisualizationG061 Creative & Conceptual Thinking

G062 Problem Solving

G063 Graphic Design Process

G064 Visualization using Imagery

G06 Visual Identity (Logos)P061 The Design Process

P062 Pictograms

P063 Typographic Logos

P063 Abstract & Symbolic Logos

P063 Corporate Identity & Branding

G07 Design ApplicationsP081 Posters

P082 Publication Design (covers)

P083 Packaging

P084 Advertising Brochures & Flyers

P085 Advertising Campaign

G71 Adobe Illustrator - Vector Art Assigned tutorials from Textbook:

Adobe Illustrator CS5 Illustrated Series (CT / Cengage)

G81 Adobe InDesign Assigned tutorials from Textbook:

Adobe InDesign CS5 Illustrated Series (CT / Cengage)

G92 Adobe Certifed Associate

ACA Exam in Visual Communications / Photoshop

G901 Domain 1: Project Requirements

G902 Domain 2: Design Elements

G903 Domain 3: Photoshop Functions

G904 Domain 4: Manipulating Images

G905 Domain 5: Publishing (web, print, video)



o Assemble a photography gallery or exhibitwith a variety of student work to demon-strate knowledge of principles and techni-cal skills meeting professional standards.

o Design visual composition and stylistictreatments to meet client objectives utiliz-ing the design process.


o Use creative control of camera exposure,depth- of-eld, selective focus, freezingand blurring of motion.

o Design lighting styles appropriate for thesubject and theme (portrait lighting pat-terns, 3-point lighting.)

o Capture and manage image les using anestablished workow process.

o Use editing tools to enhance image qualityand impact (cropping, exposure, color, re-touching, special effects etc.)

o Manage appropriate distribution of images(for print, mounting, and web publishing.

Portfolio Theme Projects:□ Photo Composite Illustration

□ Everyday Alphabet Art Poster

□ Focal Point (Simplicity & DOF)

□ Rule of Thirds

□ Silhoette

□ Leading Lines & Patterns

□ Point of View

□ Vibrant Colors

□ Sepia / Doutone Art Series

□ Action Sports (freeze, blur, pan)

□ Animals & Nature

□ Macro Photography

□ Faces & Emotion□ Night Photography

□ Off Camera Flash

□ Family or Senior Portrait Session

□ Before & After (retouching & restoration)

□ Photo Story (Photojournalism)

□ Expermental Photography: High Dynamic Range (HDR), Panorama & QVR

Stereoscopic 3-D, Infrared Photography

PBL Team Projects:□ “How to..” Instructional Video

□ Build a Working Camera

□ Photo Shoot(glamour, food or advertising product)


o Communicate verbally and in writing ontopics related to Photography with appro-priate use of technical language.

o Plan and produce a photojournalistic storycombining text, images and music designedto elicit an emotional response from atarget audience. (biography, documentary,children’s story, wedding or other majorevent)

o Write and present a formal critique of aprofessional artist’s portfolio or studentworks, using technical vocabulary and thelanguage of design and composition.

o Write and present an article summary ona photography related topic siting profes-sional trade related journal sources.

Curriculum Resources:

o LYNDA.COM Professional Training Videos

o Documentary Films, Podcasts, Textbooks

o Library of trade paperback books on avariety of photography related topics

o Field Trips:George Eastman Museum, RIT Seneca Park Zoo

Photography2011-2012 Course Outline (216 hours)

Academy of

Digital Media

ARTS

Students learn to see visually through an exploration of the basic tools, techniques andaesthetics of digital photography, with an emphasis on the creative use of camera con-trols, digital imaging software, and an awareness of the critical issues in contemporaryphotography.

Key Competency: Students will communicate verbally and in writing on topics related tophotography with appropriate use of technical language. The Photography Course con-sists of approximately 216 hours of classroom instruction over a two year period.

P01 ContextP011 Career Survey

P012 Photographer Proles

P013 Business Trends & Practices

P014 Milestones in Photo History

P02 Visual CompositionP021 Artistic Intent

P022 Principles of Composition

P023 Photographic Styles

P024 Critique

P03 Camera & LensP031 Camera Equipment

P032 Lenses & Focal Length

P033 Camera Care & Handling

P034 Iconography

P035 DSLR Operator Certication

P04 Creative Camera ControlsP041 Exposure Triangle

P042 Reciprocity

P043 Capturing Motion

P044 Controlling Depth of Field

P05 ColorP051 White Balance

P052 Special Effects Filters

P053 Color Calibration

P06 Digital Imaging & Media

P061 Image Size & ResolutionP061 Media Formats & Compression

P062 Image Defect Identication

P063 Professional Workow

P07 Printing & PublishingP071 Legal Rights & Royalties

P072 Photo Sharing

P073 Photo Lab Services

P074 Mounting, Display & Exhibit

P08 LightingP081 Nature & Quality of Light

P082 Flash Lighting Techniques

P083 Three Point Studio Lighting

P084 Metering & Lighting Ratios

P085 Portrait Lighting Patterns

P91 Post-Production|Photoshop-1

P911 Introduction to Photoshop

P912 Workspace & Tools

P913 Size, Resolution & Color Modes

P914 Cropping, Trimming & Re-sizing

P915 Layer Based Editing Techniques

P916 Selection & Masking Techniques

P917 Exposure Adjustment

P918 Color Adjustment

P919 Filters & Sharpening

P910 Retouching & Enhancing

P911 Photo Restoration & Repair

P912 Advanced Special Effects



ELAAcademic

Integration



o Produce an interactive demo reel witha variety of video and audio projects todemonstrate knowledge of media designand technical production skills meetingprofessional standards.

o Design visual composition and stylistictreatments to meet client objectives utiliz-ing the design process. (storyboard)

o Demonstrate effective use industry stan-dard techniques, equipment and software.

o Use creative cinematography (cameracontrol, shot types, camera angles and

movement)

o Design lighting treatments appropriate forthe scene. (3-point lighting)

o Demonstrate clear audio recording & edit-ing.

o Produce smooth post-production digitalediting, transitions and visual effects.

o Create quality titles and graphics usingdesign and typography principles.

o Publish media using approprite distributionformats; DVD, Web video, podcasting, andstreaming.

M01 MEDIA CONTEXT□ M011 History of Film & TV

□ M012 Persistence of Vision

□ M013 Industry Overview & Trends

□ M014 Media Literacy

□ M015 Career Survey

□ M016 Production Workow

M02 PROGRAM DEVELOPMENT□ M021 Legal & Copyright Compliance

□ M022 Planning & Formats

□ M023 Script Writing

□ M024 Laws of Time & Space□ M025 Script Writing

□ M026 Storyboards

M03 VIDEO EQUIPMENT□ M031 Camera Operation

□ M032 Camera Lens

□ M033 Camera Support

□ M034 Cabling & Accessories

□ M035 Video Display & Recording

M04 CINEMATOGRAPHY □ M041 Composition & Framing

□ M043 Camera Shots - Distance

□ M044 Camera Shots - Angle

□ M045 Camera Shots - Movement

M05 LIGHTING□ M051 Lighting Styles

□ M052 Lighting Instruments

□ M053 Formula Lighting (3-point)

□ M054 White Balance

M06 AUDIO RECORDING

□ M061 Functions of Sound in Film□ M061 History of Electronic Music / MIDI

□ M062 Sound & Acustic Principles

□ M063 Microphones

□ M064 Audio Connectors

□ M065 Mixing & Processing

□ M066 Digital Audio Editing

M07 POST-PRODUCTION□ M071 Video Editing Principles

□ M072 Digital Non-Linear Editing

□ M073 Titles & Graphics

□ M074 Visual Effects

M08 STUDIO PRODUCTION□ M081 TriCaster Live Switching

□ M082 TriCaster Editing

□ M084 Green Screen / Virtual Sets

□ M083 Streaming to the Web

M09 BROADCAST JOURNALISM

□ M091 Broadcast Journalism

□ M092 Finding & Researching Stories

□ M093 Newswriting

□ M094 Preparing a News Program

□ M095 Reporting

Video Projects□ Video Montage

□ Interview

□ Advertising Commercial

□ Educational “How-to” Video

□ Music Video

□ Newscast / Podcast

SOUND & MUSIC PRODUCTION:

□ Create a musical montage

□ Change tempos, styles, musical keys

□ Create a radio spot with voice, music

□ Create a dance song using loops

A revolution is taking place in the Media Communications eld as low cost digital toolsand the internet make it possible for anyone to become a content producer. As morevideo is being distributed on the Web, there will be a demand for individuals withprofessional knowledge and skills to create media with high production values.

The Media Communication Course consists of approximately 216 hours of classroominstruction over a two year period.


Academy of

Digital Media

ARTSMedia Communications

2011-2012 Course Outline (216 hours)



ELAAcademic

Integration

o Communicate verbally and in writing ontopics related to Media Communicationswith appropriate use of technical language.

o Research, write, report and produce abroadcast journalism style news featureshow, interview or podcast for internetbroadcast.

o Plan, write and produce a commercial, pub-lic service announcement or instructionalvideo for internet broadcast.

o Write and present an article summary on amedia related topic siting professional trade

related journal sources.

Curriculum Resources:

o Television Production & BroadcastJournalism Textbook by Phillip Harris(Goodheart-Willcox Co

o Center for Media Literacy



o Demonstrate career research and develop-ment skills through creation of a compre-hensive college and career plan.

o Students will maintain a Career Develop-ment Portfolio with evidence of acquiredknowledge and skills related to the abovetopics.

o Create a professional marketing campaignfor a given product or service to demon-strate practical application of learned skills.

o Understand the importance of customerservice skills and demonstrate appropriateinteraction with clients.

o Understand personal attitudes and work -place behaviors that are essential for asuccessful career.

o Understand the personal qualities andleadership skills for success as an entre-preneur or freelance agent in the digitalmedia eld.

o Effectively use project planning and man-agement as part of a collaborative team.

Compositional Studies

□ Lines, Shapes, Form

□ Textures & Patterns

□ Tone & Monochrome

□ Color Harmony

□ Unusual Point of View

□ Emphasis & Impact

Photo Technique□ Action: Freeze, Blur, Pan

□ Off-Camera Flash

□ Macro Photos

□ Night Photography

Photo Essay□ Still Life

□ Natural World

□ Architectural

□ Events, Places, Stories

□ Faces & Emotions

□ Big (Perspective)

Commercial Studio□ Portrait in Studio

□ Portrait in Natural Light

□ Glamour Photography

□ Advertising & Product Shots

□ Food Photography


o Communicate verbally and in writing ontopics related to Photography with appro-priate use of technical language.

o Learning style research & personal inven-tory (LSIS)

o Career exploration (Guidance Direct Pro-gram)

o Create a comprehensive college and careerplan.

o Write a persuasive essay for college schol-

arship or admission.o Write a formal business request letter

(request permission to use a copyrightedwork, request an internship position, orsimilar letter)

o Develop a job-search package. (resume,cover letter, references, job application,interview “thank you” letter)

o Teamwork and business communicationskills (telephone, voicemail, video confer-encing, conducting meetings, minutes of meetings, writing agendas,project manage-ment)

o Write and present an article summary on a

college or career related topic siting profes-sional trade related journal sources.

o Senior Portfolio Show & Presentation (with

COLLABORATION SKILLS□ C12 DMA Orientation Activities

□ C13 Effective Teams in the Workplace

□ C19 Managing Conict

□ C15 Conducting a Productive Meeting

□ C17 Project Management Techniques

□ C18 Video Conferencing (Skype)

WORK ETHIC & VALUES□ C61 Employee Evaluation Process

□ C63 Employer Expectations

□ C64 Ethical Values

□ C65 Personal Appearance

WORK-BASED LEARNING□ C71 WBL Program Information

□ C72 WBL Journal

□ C73 WBL Final Presentation

□ C74 WBL Performance Evaluations

C01 COMMUNICATIONS (ELA)□ C31 What is Communication

□ C32 Technical Reading & Summarizing

□ C16 Active Listening & Note making

□ C33 Business Correspondence

□ C34 Documentation & Record Keeping

□ C35 Professional Telephone Skills

□ C36 Making a Persuasive Presentations

TECHNOLOGY LITERACY

CUSTOMER SERVICE

COLLEGE & CAREER PLANNING□ C51 Self-Assessment (learning style)

□ C52 Career Interest Inventory

□ C53 Career Path Research

□ C54 Career Training Plan

JOB SEEKING SKILLS□ C55 Job Search Skills

□ C56 Effective Interviewing

PORTFOLIO & SELF PROMOTION

FINANCIAL LITERACY Source: National Endowment for Financial Educa-

tion

□ C81 Financial Goals

□ C82 Budgeting

□ C83 Investing

□ C84 Using Credit

□ C85 Managing Finances

□ C86 Insurance Protection

□ C87 Career, Lifestyle & Finances

Leadership Skills□ C901 How To Meet New People

□ C902 Learning to Remember Names

□ C903 Organize Ideas - Mind Mapping

□ C904 Qualities of a Leader

□ C905 Public Speaking

□ C906 Creating Leadership Condence

□ C907 Vision, Mission, Planning

□ C908 Community Service

□ C909 Listening Skills



ELAAcademic

Integration

Academy of

Digital Media

ARTSCareer Success

2010-2011 Course Outline (108 hours)

To be successful in any chosen career, there are transferable skills that every employ-er demands. Further, a large number of professionals in the Digital Media Arts eld work independently as freelance or entrepreneurs.

The purpose of this Course is to assist students in acquiring workplace skills needed

for a successful transition from school to a career in these elds. The Career SuccessCourse consists of approximately 108 hours of classroom instruction over a two yearperiod.



Context□ A11 Technical Vocabulary

□ G1.3 History of Animation

□ G1.4 Career Survey

□ G1.5 Professional Proles

□ G1.5 Business Trends & Practices

Animation Principles□ G2.1 Persistence of Vision

□ G2.2 Cartoon Physics

□ G2.3 Walk Cycle

□ G2.4 Choosing Color Schemes

□ G2.5 Color Reproduction

2D Cartooning (Flash)

□ G3.1 Shape Tween

□ G3.2 Motion Tween

□ G3.3

□ G3.4 Choosing Type

□ G3.4 Type Effects (Illustrator/Photoshop)

Stop Motion Animation□ G4.1 Pen Tool

□ G4.2 Line, Shape & Form

□ G4.3 Texture

□ G4.4 Value

□ G4.5 3D Perspective

□ G4.6 Drawing Techniques

Animated Graphics (After Effects)

□ G5.1 Rotoscoping

□ G5.2 Hierarchy, Emphasis

□ G5.3 Positive & Negative Space

□ G5.4 Proportion & Scale

□ G5.5 Unity & Variety

□ G5.6 Rhythm & Movement□ G5.7 Page Layout Principles (C.R.A.P.)

Logo & Branding (Illustrator)

□ G6.1 The Design Process

□ G6.2 Graphic Reduction Technique

□ G6.3 Pictograms

□ G6.4 Typographic Logos

□ G6.5 Abstract & Symbolic Logos

□ G6.6 Corporate Identity

Imagery (Photoshop)

□ G7.1 Artistic Selective Cropping

□ G7.2 Image Combining & Compositing

□ G7.3 Image Manipulation

Print Publishing (InDesign)

□ G8.1 Page Anatomy

□ G8.2 Formats & Grids

□ G8.3 Multipage Publications

□ G8.4 Pre-press Workow

□ G8.5 Printing Paper Stocks & Sizes

□ G8.6 Printing Processes

□ G8.7 Choosing Print Services

Web Publishing (Dreamweaver)

□ G9.1 Internet and WWW Context□ G9.2 Web Site Anatomy

□ G9.3 Site Design Process & Planning

□ G9.4 Web Publishing Tools & Services

□ G9.5 Coding with HTML & CSS

□ G9.6 Page Layout & Navigation

□ G9.7 Graphics & Typography

□ G9.8 Domain Registration & Hosting

Visual Studies

□ G11.1 Color Value Scale

□ G11.2 Project Color Scheme

□ G11.3 Type Specimin Poster

□ G11.4 Candy Wrapper

□ G11.5 Type Personality Cards

□ G11.6 Type as Design Element

□ G11.7 Type Effects Projects

Imagery□ G12.1 Selective Cropping

□ G12.2 Image Reductions

□ G12.3 Composite Images

□ G12.4 Image Manipulation

Self Promotional□ G13.1 Personal Business Cards

□ G13.2 Note Pads & Stationery

□ G13.3 Vinyl Stickers

□ G13.4 Mouse Pad

□ G13.5 Graphic T-shirts

□ G13.6 Personal Tri-fold Brochure

□ G13.7 Personal Web Portfolio

Corporate / Logo Design□ G14.1 Pictogram Sign Series

□ G14.2 Business Cards

□ G14.3 Coordinated Stationery

□ G14.4 Web Banner

□ G14.5 Promotional Items

Print Publishing Projects□ G15.1 Photo Illustration Calendar

□ G15.2 Magazine Cover

□ G15.3 Display Advertising

□ G15.4 Magazine Article

□ G15.5 Yearbook Publishing

Web Publishing Projects□ G16.1 Web Site Plan Document

□ G16.2 Demo Web Site

Students will publish a portfolio with a variety of projects to demonstrate knowledge of principles and technical skills for effective visual communication problem solving usingprinted and electronic media.

The Advertising Design Course consists of 214+ hours of classroom instruction over atwo year period. In addition, the student is expected to spend a signicant about of timeoutside of class practicing learned skills. At the end of the Course, students will take a

comprehensive written and applied exam to achieve an Advertising Design Certicate.

Professional

Knowledge

Academy of

Digital Media

ARTSAnimation

Course Outline (214+ hours)


PROJECT STANDARDSfor critique and assessment

o Design visual composition and stylistictreatments to meet client objectives utiliz-ing the design process (storyboard.)


o Use originality and creativity in tellinga story or development of a characterusing animation software or stop motiontechniques.

o Appropriate use of motion path, keyframes

o Correct application of animation tech-niques (walk cycle, cartoon physics.)

o Correct use of 3D software for modeling,rendering, and animating three dimension-al, computer generated objects, environ-ments, and characters.

o Appropriate distribution formats (DVD,web video.)

2011-2012 dmaww course outlines

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