1. Sarah Murray- Task 1
Contractual
A contractual brief basicallyisacontract documentwhichwill be senttoa MediaCompany
employedbyaspecificclienttohelpcomplete acertainproject.Thistype of brief willinclude
guidelinesatwhichthe MediaCompanywill have tofollowinorder tokeepthe clienthappy.If the
companyfailstofollow suchguidelinesthenthey canface legal actionsasit isclassedas a breachof
the contract. “Having a contractualbrief will be good forthemedia company involved asthey will
knowexactly whattheprojectis and whatthey are being asked to do”
http://creativemediaatjt.blogspot.co.uk/2013/03/contractual-brief.html
Thisbrief wouldbe ideal whencreatingaTV Advertof some kind.Withadvertsthere are a lotof
legal requirementstoconsider.Andwiththisstyle of brief itstatesthe client’sguidelines.Similar
actionswouldbe takenoutif the client’srequirements were breechedjustasmuchas the legal
requirements. Youbasicallygettoldwhattodoand how it shouldbe done.Sowitha videoyou
couldadd yourown touchestoit; as longas it iskeptsimilartothe overall requirementsbythe
client.
Communication
Communicationwiseforthistype of brief will be fairlyminimal.Therewillbe one mainbrief
discussionwhenthe contractisfirsthandedover.Thenafterthatit isdownto you how you
approach it.If you feel there isaproblemwiththe brief thatiswhenyouwouldcontactthe clientto
discuss.Afterthatonce the projectisnear completionorfullycompletediswhenthe clientwill give
youtheirviewonthings.
Time Management
Witha videoprojecttimingisessential.Youneedtomake sure youhave leftyourselfwithenough
time to complete the partswhichwill take mostof yourtime uplike filmingandediting. ForfilmingI
wouldsaya steady5 daysa weekfor2 weeks.Theneditingwouldbe around3to 4 steadyweeks.
There wouldbe a bitof planningandmaybe scriptwritingalsosoI wouldsayaround2 monthsfor
full completion.
Technical Skills
Whenusingthisbrief youneedtomake sure you have a numberof differentskills.Forexample the
type of projectyou’re creating.Sofor myexample itisa TV advert.Therefore dependingwhether it
be animatedor real life youneedtohave strongskillsusingediting software’s likeAdobePremier
Pro, Adobe AfterEffects,Adobe PhotoshopandAdobe Illustrator.Andif itisa real life advertthen
youand othermembersof yourteam mustyknow how to use a camera. Goodcamera skillsare
majoras a videocouldinstantlycome acrossasarmature if the use of the camera is bad.Also
creatinga projectlike thiscanstronglyenhance yourskillsincreative videoproduction.

2. Career Progression
Producinga projectlike thisisgoingtoobviously broadenyourunderstandingof how the advertising
industryworks.Alsoenhance yourskillsof workinginateamas youwill be creatingthe projectwith
others.Asit isa videoproductionif you’re operating the cameraequipmentyourself,these skillswill
progressas youwill geta taste of whatit isreallylike touse a professional cameratoprofessional
standards.Alsoediting,youwill learnfullyhow toedittoa professional standardif youdidn’t
already.Andevenif youwere alreadyfamiliarwiththe followingskillsthentheyalwaysimprove
everytime youuse them.
Negotiated
A Negotiated Briefisprettymuchwhen2 or more companiescome togethertodiscussthe plans
withthe client.Witha Negotiated agreementithelpsasyoucan stronglydiscussissueswiththe
plans.If someone doesn’tagree withone thingthenitcanbe spoke aboutandpossiblychanged.
Theycan also discussbetweenthe companiesaboutissuesaswell astalkingdirectto the client.
“Within this brief the fact thatcertain pointscan be negotiated meansthattheprojectis more open
to suggestions”
http://creativemediaatjt.blogspot.co.uk/2013/03/negotiated-brief.html
A projectwhichwouldworkwell withthistype of briefwouldbe alsoavideoproject.One mainhigh
indemandvideoprojecttocreate wouldbe a musicvideoproduction.Soforthis there wouldbe an
artistor bandwhichyou wouldbe creatingitfor. You woulddiscusswiththe clientwhatbandor
artistit isand findoutthe detailsthenyouwouldcreate it.Itwouldbe similartothe example above
whichisa TV Advert.
Communication
As the whole pointof anegotiatedbrief istotalkaboutthe projectbetweenthe clientandMedia
Companythere isa lotof communicationinvolved.Withavideothere isalotto discussas there isa
lotentailed increatingaone.Overall thisstyle of brief will be goodforavideoproduction because if
any of the mediacompany’sinvolvedhave anyissueswithwhatthe clienthasplannedthe canspeak
up to the clientandothermediacompany’sandtry andfigure outwhetherthere canbe any
improvements.
Time Management
Witha videoproject timingisessential.Youneedtomake sure youhave leftyourselfwithenough
time to complete the partswhichwill take mostof yourtime uplike filmingandediting. Asmostof
the planswill alreadyhave beendiscussedinthe meetingswiththe clientyoushouldalreadyhave
the plans.But there maybe parts at whichthe clienthaslefttoyouto decide whatto dowith.If this
isthe case thenthere will have tobe pre-productionandplanningforit.Alsoif there isscripts
neededyou’ll have toplanhowlongitwill take forthemto be complete.
Technical Skills
Similartothe skillsof the videoadvertproductionabove youwill needtobe familiarwithhow
professionalcameraequipmentworksandknow how touse itproperly.Usuallyyouwill have a

3. memberof the teamspecificallyforthisrole.Andwithitbeingsucha bigprojectthere will be
specificgroupsof people forspecificroles. Alsothe editingsideof things,youmustknow how the
editingiswantedandalsobe familiarwithprofessional editingsoftware’s. Youmustalsobe goodat
workingina team.Consideringthere willbe 2 mediacompaniesworkingtogetheronthe project.It
isessential thatyougeton well together.
Career Progression
Andafterthe projectiscompletedyoushouldhave progressedalot;definitelywiththe skillsof
creatingsuch a massive project.Definitelyyourcommunicationskillswill haveimproved,due tothe
discussingof the projectwiththe clientandthe othermediacompany. Asthere would’ve beenalot
of discussingandagreeingwithinthe creatingof the project,theseskillsshouldprogress.Similarto
communicationskills,you’re Teamworkingskillsshouldhave progressed.Alsothe technical skills
shouldalsoimprove.Everymediaproductionprojectyouwill create will show progressionatthe
end.
Commission
Commissionbriefsare where independentmediacompaniesare employedbylargermedia
companiestoproduce a product.Afterthe producthas beenmade the largercompanycan decide
whetherthey continue tokeep anyexternal clientsusingthe products.If thisisthe case thenthe
smallerindependentcompanywill getmoney.Thiswayof briefingisonlydiscussedbetweenthe
twomediacompaniesandnotbetweenthe companyandthe client. “An advantage on having this
typeof brief meansthatthe larger company do nothaveto do all of thehard work so to speak.”
http://creativemediaatjt.blogspot.co.uk/2013/03/commission-brief.html
An example of aCommissionbrief wouldbe whenindependentcompaniesare employedbyalarger
mediacompanyoncreatingsomethinglike aRadioAdvert.Withadvertproductionsthereisa lotof
researchinvolvedandsobyhavinga few differentteamsathandworkingitwill be easierto
complete everythingcorrectly.
Communication
Communicationisessentialforthistype of brief due tothe whole pointof itbeingthe smallermedia
companydiscussingthe planswiththe largercompanythatemployedthem.There isn’tany
communicationbetweenthe Clientandthe smallermediacompaniesdirectly.Itisall done through
meetingsbetweenthe LargerMediaCompanyandthe client.Thisishow the Larger Companypass
on the informationthroughtothe smallercompanies.
Time Management
Like any othermediaprojectyouneedtomake sure youtime everythingcorrectly. Usuallyif you
create a Schedule sheeton MicrosoftExcel helpskeepatrack of how muchtime youhave and
where you’re upto.You have to considerall of the differentstagesthereisincreatinganadvert
withthe researchand pre-productionplanning.

4. Technical Skills
As there will be 2companiesworkingonthisprojectall of the skills don’thave tojustbe downto
one team.But youwill have toknowhow the advertisingindustryworksandthe rules.Know howto
use recordingequipmentandeditingsoftware;that’sthe mainthing.Andalsoworkingwell with
otherpiersyoumay neverhave metbefore.Teamworkessential withanymediaproject.
Career Progression
At the endof the projectyoushouldknow infull depthhow tosuccessfullyuse professional
equipmentandeditingsoftware’s.Be betterinworkinginateamwithpeople youhave never
workedwithandhave a clear viewof how the advertisingindustryworks.
Tender
A Tenderbrief iswhere aclientwill advertisethe brief tomediacompanies.If acompanyfeels
interesttheywillconstructaproposal to presenttothe client.There couldendupbeingnumerous
differentproposalsfromdifferentcompanies.Thiswaythe clientwill have the chance tochoose the
perfectproposal forthe project. “Theadvantagesof thisbrief is thatthe client will beable to lookat
many differentideasfortheir productfromdifferentcompaniesperspectives”
http://creativemediaatjt.blogspot.co.uk/2013/03/tender-brief.html
For thisbrief itcouldbe a shortanimationfilm. A clienthasaspot foran animationwhetheritison
an advertonline oron TV.Or justa little shortanimationthe clientwill choose whattheywanttodo
with.Withthisbrief youhave to be reallycreative due toyouhavingtostand outfrom otherswhen
applyingforthe positiontocreate the project.
Communication
So firstoff,the onlywayyouwill properlycommunicate withthe clientisif you’re animationideais
strongenoughand goodenoughforwhat theywant.If your proposal getspickedthenyou’llhave a
meetingwiththe clienttodiscussfurther.Thenthroughoutthe restof the projectyouwill have brief
conversationswiththe clientsayinghowthe projectiscomingalongandwhetherthere are any
problems.
Time Management
Once again youneed toconsidertime management.Due toitbeingall yourown ideasif youget
chosenthenI suppose youcandecide how longyouthinkitwill take tocreate.Excel Time Schedule
sheetscome inhandyon stayingontrack.
Technical Skills
Due to you creatingthe projectyourself youwillneedtoknow how touse software’slikeAdobe
IllustratorandAfterEffects.Anddecide whetheryouwantitstop motionorcreatedin Illustrator
firstthendigitallycreatedthroughAfterEffects.You’ll needtoknow correctly how these softeware’s
work.

5. Career Progression
At the endof the projectyouwill knowfullyhow tocreate differentanimationsandknow how to
use complex software’s.
Formal
A Formal brief iswhenthe clientwillcreate abrief whichoutlinesthe productwhichtheywanttobe
created.The mediacompanywill thensee thisandthenboththe clientandmediacompanywill
thennegotiate definite plans.Itisa veryopenwayof doingitand onlygivesenoughinformationto
be able to produce a product. “Having this type of brief meansthattheclient is open to any ideas or
issuesif thereare any thatcould be raised by themedia company thatisemployed,thismakesthe
workquite creative forthe media company and thereis roomfornegotiation.”
http://creativemediaatjt.blogspot.co.uk/2013/03/formal-brief.html
For thisbrief youcouldsaya ShortFilmwouldbe good.There isa lot to considerwhencreatinga
short filmthatitcouldtake more thanone personsinputto getright.Andconsideringthere isalot
of negotiatinganddiscussingonthe bestplansitwouldworkbest.
Communication
There will be alot of Communicationwiththisbrief due tothe Clientandthe MediaCompany
meetinganddiscussingthe definite plansatthe beginningof the project.The clientwon’tknow
defiantlyhowtheywanttocreate the Filmsowhenthe Mediacompanymeetswiththemtheycan
deeplydiscussthe plans.
Time Management
A shortfilmmaytake longerthanmostotherprojectsdue to there beingalotyou have to do.Using
an Excel Time Schedule sheetwill helpalotwithstayingontrack.
Technical Skills
You will have tohave numerousskillsinordertosuccessfullypull off aprojectlike this.Forexample
goodcommunicationandteamworkingskills.Youmustknow how to use professionalCamera
Equipmentlike cameras,stabilisers,microphones,lenses...etc.Andobviouslyeditingsoftware for
whenitis beingedited.
Career Progression
At the endof the projectyoushouldhave progressedalotwithdifferentthingslike usingacamera
and otherequipmentprofessionally,locationscouting,EditingSoftware’s.Alsocreatingaprojectlike
thiscouldleadontomuch biggerthings.
Co-operative
A co-operative brief iswhen2or more companiesworktogethertocreate the project.Each
companyishiredby the clientandishandedwitha brief thatthe clienthasproduced.Thisbrief can
alsobe comparedtoNegotiatedinthe waythatif there are any disagreementsbetweenthe

6. companiestheycanthennegotiate toovercome the problem. “An advantagein having thistypeof
brief is thatthere can be moreperspectivesto creating the productneeded by the client and
thereforemeansthatthe brief can be moreunderstood than if therewere only one company working
on the project.”
http://creativemediaatjt.blogspot.co.uk/2013/03/co-operative-brief.html
A goodexample forthisbrief wouldbe the creationof aradioshow.There isa lot of planning
includingincreatingaradioshow.The show will be an hourlongand on a popularmusiccommercial
station.Solike XFMor Capital FM. The show will be onfrom17:00 till 18:00. So it’slike prime time,
where mostpeople will be listeningintheircarsinthe way home fromworkor just generallydriving.
Communication
As there is2 Media Companiesindividuallyhiredbythe clienttocreate thisprojectyouwill
obviouslyhave tocommunicate well withthe otherMediaCompany.There willbe alotto discuss.
Andeach MediaCompanyshouldhave theirownmeetingatthe beginningof the projecttodiscuss
the brief fully.
Time Management
As itis a 1 hourshowthere isa lotto do.Thingswill needtobe plannedandarrangedso usingan
excel productionscheduleshouldcome inhandy.Butasthere will be 2 individual companies
workingtogetherit shouldn’ttake aslongas it wouldusinganotherbrief like aTenderbrief.Plusthe
clientalreadywill have aviewonwhattheywill wantinthe show soyoudon’thave to planit all
yourself.
Technical Skills
Eithercompanymustknowhow to create audio.Somustknow how to use all differentrecording
equipment,RecordingStudiosandalsomixingdeskstocontrol the music. Youmust alsoknow how
the musicindustryworksandmake sure musicyouplanto feature inthe show isthe rightstyle for
the station.You alsohave to be aware of the advertisementsandthe use of jingleswhichare all
createdinthe studio.
Career Progression
At the endof the projectyoushouldhave a clearerview onhow touse a recordingstudioandhow
audioreallyworks.Youwill alsobe betteratworkingina teamand evenbetterwithpeopleyou
didn’tknowbefore the projectstarted.
Informal
“An informalbrief is not documented and isusually of the verbalkind.It is wherethe client and the
company which they haveemployed simply discusstherequirementsforthe productthey will be
making and ultimately agreesupon theproject.”
http://creativemediaatjt.blogspot.co.uk/2013/03/informal-brief.html

7. A good example for this brief would be a photo shoot of some kind. Depending on what the
point of the shoot is it’s better to discuss plans face to face and with this brief you can. Let’s
say it is a promotional shoot for a fashion house like Hugo Boss. A massive company so will
expect completely high end professional quality in the work produced.
Communication
So the communicationwillbe meetingsonly.These will be reallyessential asthe shootmustbe
perfectforthe client.There will be alotof meetingsdue tothe style of brief.The firstmeetingwill
be the basicplanningof the projectandthe agreeing.Followingthatthe mediacompanyshould
alreadyknowhowthe restof the projectshouldgo.Alsoas itbeinga photoshootthe people that
work for Hugo Bossas a companywill be there soforfurtherdiscussion.
Time Management
Due to it beingasphotoshoot,there shouldn’tbe alot of time neededcomparedtootherprojects.
Howeverthere will be alittle timeneededtodiscusswhatisrequired bythe client.The initial shoot
shi9uldprobablylastaday. Howeverdependingif everythinggoessmoothlyitmaytake longerthan
one day to complete the shoot.Alsoif there are differentlocationsfeaturinginthe shootitwouldbe
betterto spreadthe shootingdaysout.Soit isn’ttootiring.All of whichwill be discussedpriortothe
shootbetweenthe companyandclient.
Technical Skills
In orderto succeedina projectlike thisyoumustknow whatis requiredwhencompletingaphoto
shoot. All of the thingsneededlike setting,lights,backgrounds,models,clothing,cameras...etc.
Andknowhowto successfullyuse thingslike camerasand lights.
Career Progression
Afterthe projectyoushouldbe able tobelieve thatpullingoff suchaprojectfor a massive company
has helpedyouprogressmassively. Progressedwithyourskillsonmakingthe shoothappenand
hopefullyrunsmoothly.Alsoyourcommunicationandteamworkingskillsshouldhave improved.
Competition
Andthe last kindof mediabrief isthe Competitionbrief.Thisisbasicallywhere the clientwillpublish
the brief soit isaccessible tomediacompanies. “Itcan sometimesbeseen as a free competition as
each production company willcomplete thebrief” Afterthisthe clientcan thendecide which
companiesideaisbestasan award the companygetsto produce the project.
http://creativemediaatjt.blogspot.co.uk/2013/03/competition-brief.html
A goodexample forthiswouldbe acompanylike Kerrang! thatisa musicbasedMagazine,TV
Channel andRadioStationannouncingacompetition.Kerrang!dothiseventeveryyearwhichisa
concert andhave about 5 differentartistsorbandswhichperform.The competitioncouldbe the
makingof a musicvideofromthe currentyear’stour.All the footage thatis capturedat the eventsis
put togethertocreate a video.Andthe bestvideowins.Soforexample thisyear’sactsperforming
are Bear Tooth,Bury Tomorrow,We’re The inCrowd,YoungGuns and Don Broco.So the

8. competitionwouldstartat the beginningof the tourandenda monthafterthe lasttour date to
allowthe time foreditingandotherpostproductionactions.
Communication
There wouldn’tbe anycommunicationbetweenthe mediacompanyandthe clientunlessyour
mediacompanywonthe competitionandthe clientwouldthenhave tocontactyou.
Time Management
You wouldobviouslyhave the nightyou’re goingtothe concerttocollectthe footage unlessyou
decidedtogo to more thanone date.Then the brief shouldstate how longafterthe lasttour date
youwouldhave to complete yourproject.Forexampleamonthafterthe last date shouldleave you
withenoughtime tocomplete the video.
Technical Skills
You mustknowhowto use camerasand otherequipmentinnecessary.Andalsoeditingsoftware’s
due to youeditingityourself.
Career Progression
You wouldknowandbe familiarwithcapturinglive footageandalsotryingtoeditas professional as
possible.If youwere towinthe competitionitwouldbe agreatachievementandmaybe helpyouin
the future.

9. The Client for this brief is the Sundance London Film
and Music Festival. Itis a 4 day multi disciplinary arts
festival thatmainly includes filmscreenings.
As the brief is a
competition brief the
competition goal is for
the media company to
create a three to five
minute shortfilm
themed on “Story of
Our Time”. The prize if
your filmwins is for it
to premier at the
Sundance FilmFestival
in April 2012.
The competition will
launch on Wednesday
14th December 2011
and then the deadline
for submittingentries
will beat 5pm on
Thursday 28th February
2012.
There isn’t any mention about target audiences.However itdoes mention that
the media companies entering the competition can basetheir interpretation of
“Story of Our Time” to any genre they please. But other than that I would think
there would be a fairly varied audienceto the festival but people obviously
keenly interested in film.
So as far as the Legal and Ethical
things go there are only a few
rules.You obviously can’tinclude
anythingwhich breaches the law,
Rights and Clearances.Itis only
brief of this instruction butyou
can read more on the Sundance
Festival website. And some of the
constraints arethatthe filmhas
to be between three and five
minutes and can be done in a
format of the creator’s choice.It
gives examples as “Documentary,
Animation, Live action,Comedy,
Drama or any other preferred
format or genre.”

10. The clientfor this brief is
Queen’s Park Lower School,
Bedford and Creative
Partnerships.Obviously dueto
this being a school and not a
legitimate media company
makes it a littledifferent.
However, the reasoningfor the
school offeringout contracts is
to restore and deliver the
creative learningprogramme
within their learning
community.
The point of the whole
brief is to employ
someone that is capable
enough to “develop
creative intelligencein
children”.It is all to
benefit the children and
help their learning
progress as much as itcan
and by doing itin a good
and fun way.
The time scalefor the brief
to be acknowledged was at
3pm on Friday 11th
December 2010. The start
date would’ve been from
when the brief was
launched.
On the brief itdoesnotstate whothe target audience will be forthis.Butdue to there notbeinga productcreatedfrom
thisbrief itisa little different.Asthe pointof thisbrief istofindacreative partnerfora school reallythe targetaudience
isgoingto be the childrenof the school.Itwill be the childrenwhichwill spendmosttime withthe creative being.
One of the main legal
requirements for anyone
working and teaching children
is you would need to have
some form of prestige
qualification.Likea degree in
teaching or if you’re justa
creative being then some
form of creativedegree. It
also states on the brief that a
CRB Enhanced Disclosureis
needed. And there is a listof
requirements for the creative
person to abideby.

11. TokyoLaundry isthe client.Youcan
tell thisthroughthe obvious
indicationtothe companyname and
the male model inthe photois
wearingTokyoLaundryclothing.
It statesinthe headlinethatthe clientrequires
a photoshoot insome wayincorporatingthe
TokyoLaundry companylogo.
As itis a competition
styled brief there is
onlyan enddate
statedon the brief
whichwasthe 20th
July
2014. The start date
would’ve beenwhen
the brief waspublished
properlybyTokyo
Laundry.
The brief doesn’tactuallymentionanythingabout
a target age range or style of person.However
fromwhat I can gatherfrom the brief itwouldbe
people aroundthe age of late teenstoolate 20’s.
As youcan see formthe picture state on the brief
the man isn’tveryold.Andalsoyouhave to
considertheirtargetaudience forthe actual
productswhichwill be aroundthisage.And
obviouslythe personenteringwillhave tohave a
keeninterestinphotographyconsideringitisa
competitionforcreatingaphotoshootand they
musthave to be familiarwiththe companyandits
products.
When the competition was running they
had links to the terms and conditions on
the Tokyo Laundry website. There is
nothing stated on the image I am using.
However, it does say that the photo’s
need to be posted on social networking so
they would need to be in digital format.
And they need to incorporate the
distinctive vintage American influence
Tokyo Laundry overpass through their
clothing.