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Courtney	Hermann
Assistant	Professor	of	Film
Portland	State	University
clh6@pdx.edu
courtneyhermann.com
Leveraging	Intensive	Production	Experiences	in	
Branded	Content	Creation	to	Achieve	Valuable	
Learning	Outcomes	for	Students
Overview
This	presentation	offers	a	case	study	in	and	organizational	model	for	
maximizing	learning	outcomes	for	film	and	video	students	within	the	
context	of	intensive	group	production	experiences	that	generate	
quality	branded	content	for	an	organization	or	business.
Background	– Branded	Video	Content
In	the	coming	years,	internet	users	will	increasingly	consume	information	
through	video.	For-profit	and	non-profit	marketers	are	already	exploiting	this	
trend	to	reach	audiences	with	their	brand	messaging.
Background	– Branded	Video	Content
In	the	coming	years,	internet	users	will	increasingly	consume	information	
through	video.	For-profit	and	non-profit	marketers	are	already	exploiting	this	
trend	to	reach	audiences	with	their	brand	messaging.
Background	– Branded	Video	Content
In	the	coming	years,	internet	users	will	increasingly	consume	information	
through	video.	For-profit	and	non-profit	marketers	are	already	exploiting	this	
trend	to	reach	audiences	with	their	brand	messaging.	
Unlike	advertising	campaigns	of	the	past,	branded	online	video	prioritizes	
storytelling	that	seeks	to	achieve	consumer	engagement	through	content	
that	entertains,	informs,	and	inspires.
Background	– Branded	Video	Content
In	the	coming	years,	internet	users	will	increasingly	consume	information	
through	video.	For-profit	and	non-profit	marketers	are	already	exploiting	this	
trend	to	reach	audiences	with	their	brand	messaging.	
Unlike	advertising	campaigns	of	the	past,	branded	online	video	prioritizes	
storytelling	that	seeks	to	achieve	consumer	engagement	through	content	
that	entertains,	informs,	and	inspires.		
The	ultimate	goal	is	to	create	“sharable”	media	while	cultivating	an	
emotional	connection	between	a	brand	and	the	consumer,	rather	than	
selling	a	specific	product	per	se.
Background	– Branded	Video	Content
”How	Powerful	Will	Video	Become”
by	Tom	Hopkins ¡	Published	April	11,	2017	
http://www.dreamgrow.com/video-marketing/
Background	– Branded	Video	Content
Background	– Branded	Video	Content
An	“Intensive	Group	Production	Experience”	is	a	course	or	workshop	
structured	around	the	collaborative	creation	of	one	or	more	films	from	
concept	to	completion	over	a	short	time	period.		
Background	– Intensive	Production	Experiences
An	intensive	group	production	experience	is	a	course	or	workshop	
structured	around	the	collaborative	creation	of	one	or	more	films	from	
concept	to	completion	over	a	short	time	period.		
Background	– Intensive	Production	Experiences
An	intensive	group	production	experience	is	a	course	or	workshop	
structured	around	the	collaborative	creation	of	one	or	more	films	from	
concept	to	completion	over	a	short	time	period.		
This	type	of	experience	mimics	the	deadline-heavy,	pressure-filled,	
collaborative	process	of	professional	filmmaking	environments,	and	is	
an	incubator	for	dedication	to	the	craft.
Background	– Intensive	Production	Experiences
An	intensive	group	production	experience	is	a	course	or	workshop	
structured	around	the	collaborative	creation	of	one	or	more	films	from	
concept	to	completion	over	a	short	time	period.		
This	type	of	experience	mimics	the	deadline-heavy,	pressure-filled,	
collaborative	process	of	professional	filmmaking	environments,	and	is	
an	incubator	for	dedication	to	the	craft.
Background	– Intensive	Production	Experiences
Courses	offering	intensive	group	production	experiences	are	results-
driven	in	terms	of	educational	outcomes	and	the	quality	of	the	end	
product,	and	in	the	case	of	branded	content,	the	achievement	of	client	
satisfaction.
Case	Study	– Description
In	Portland	State	Film’s	Fall	2016	Branded	Media	class,	the	course	
serving	as	the	case	study	for	this	presentation,	two	projects	were	
required	of	3-5	production	teams:	a	1	minute	“Tourism	Spot”	and	a	90	
second	“Brand	Story”	video.
Client	1:		The	Hollywood	Theatre Client	2:	Looptworks
Case	Study	– Completed	Work	Sample	#1	
Portland:		You are	Here (Street	Fashion) https://vimeo.com/212097392
Case	Study	– Completed	Work	Sample	#2
Looptworks (Upcycling) https://vimeo.com/195015104
Course	Information
Course	Description
In	this	class,	students	will	work	in	small	production	units	to	produce	
professional	quality,	short	form	branded	media	videos	for	real	
clients. Students	will	meet	with	clients	to	determine	their	needs	as	they	
relate	to	the	communication	of	the	organization’s	brand	to	a	target	
audience. Students	will	prepare	and	deliver	a	formal	pitch	presentation	to	
the	clients—feedback	from	which	will	be	integrated	into	the	final	concepts	
for	the	projects. Students	will	manage	all	aspects	of	production—from	
ideation	to	delivery.	
Topics	include: brand	strategy,	producing	and	delivering	video	content	for	
the	web,	client	communications,	pitching	ideas,	budgeting,	and	scheduling.
Course	Information
Evaluation
Attendance 21	pts
Reading	Response	Questions 15	pts
Project	#1 45	pts
Case	Study	Presentation 12	pts
Project	#2 80	pts
Peer	and	Self-Evaluation 50	pts
Student: _________________________________________
FILM 360 Branded Media: SKILLS AND INTERESTS SURVEY
Please rate your skill and interest in each of the following crew positions on a scale of
1 – 5 (1 representing a GREAT interest level and 5 representing a LOW interest level):
_____Producer
_____Director
_____Production Sound Recordist
_____Boom Operator
_____DP
_____AC
_____ DIT/Media Manager
_____Gaffer/Grip
_____Still Photographer
_____Picture Editor
_____Assistant Editor
_____Post-Production Sound Recordist
_____Music Composer or Editor
_____Sound Designer
_____Motion Graphics Designer
_____Colorist
List your production hardware proficiencies (e.g. Canon C100, Rode Shotgun mics,
Lectrosonics Radio Lavs, Grip/Lighting gear, camera support gear, LTM Lighting Kits, Kino Flo
Lighting, etc.).
List your post-production software proficiencies (e.g. Premiere, Audition, After Effects, Speed
Grade, etc.).
Process
Skills	and	Interests	Survey
Do you have a car that you are interested in using to carry gear and/or crew to a production
location?
______YES
______NO
Do you have a clear(ish) hard drive that you are willing to allow your group to borrow for
offloading media, backing up media and/or editing?
______YES
______NO
Do you have a laptop that runs the same version of Premiere Pro CC that we have installed in
the Neuberger and Lincoln computer labs that you would be interested in allowing your team to
use?
______YES
______NO
If YES, is it Mac or PC?
Is there another student in this class who you are absolutely dying to work with and if so, who
and why? (I can’t promise anything, but I’ll see what I can do.)
Check off the classes or workshops at the college level that you have successfully completed.
If you earned an “A” in any of these, please put a star by them (nerd!).
______Documentary I
______Narrative I
______Documentary II
______Narrative II
______Documentary III
______Narrative III
______Directing
______Producing
______Experimental Film Production
______Cinematography
______Advanced Cinematography
______Music Video
______After Effects
______Premiere
______Scriptwriting (any)
______Visual Effects (any)
______3D Modeling and Animation
______Sound Techniques or Sound Design
What other film and video production experience do you have?
What “soft skills” or personal characteristics do you have that lend themselves to a collaborative
production experience?
Please provide the following information for the Crew Contact List:
Best email address: ____________________________________________
Best phone number: ____________________________________________
Process
Division	of	Labor
Crew Duties
Producer
• Makes and modifies the schedule based on the needs of the production as
determined, in part, by the storyboards/shot lists, location availability, etc.
• Keeps production running on schedule
• Communicates schedule, contact and location information to crew
• Interacts with the location contacts to ensure clear communications
• Manages food arrangements
• Keeps track of expenditures and receipts
• Tracks down supplies when needs arise
• Makes transportation arrangements
• Manages personal and location releases
• Clears the rights to all music
• Delivers the finished product on time
Director
• Works closely with the Producer to determine strategies for carrying out
the logistics of the shoot
• Works with the DP to finalize storyboards and shot lists
• Shares finalized storyboards and shot list with Producer to arrive at a
production schedule
• Maintains and modifies the vision of the story
• Articulates the vision to crew
• Interacts with subjects/actors
• Interacts with crew to promote high morale and troubleshoot problems
• Keeps tabs on every aspect of the creation of the project and offers
constant feedback, direction and support to crew
• Oversees picture cuts, post-production sound, graphics creation, and
sound design as well as finishing details
• Writes and delivers thank you notes to appropriate recipients
Still Photographer
• Keeps track of and maintains good working order of the still camera
• Finds and shoots images of crew on production that can translate into
promotional materials
• Offloads, sorts through, edits (keep the best, delete the rest), and re-
names selected images
Gaffer/Grip
• Makes certain that all equipment in the gaffer/grip department is present
and accounted for when checked out
• Writes down each piece of gaffer/grip equipment and tests equipment for
proper functioning before leaving for the location
• Maintains and keeps track of all lighting equipment during the shoot
• Cleans, repacks and checks for all items after each day of shooting
• Is prepared to jump into any crew position as needed
• Communicates with DP and Production Sound regarding moment-to-
moment equipment needs
• Clears and stores any unneeded equipment or equipment boxes in a
secure place
• Assists DP in setting up lighting instruments
AC
• Makes certain that all equipment in the camera department is present and
accounted for when checked out
• Writes down each piece of camera equipment and tests equipment for
proper functioning before leaving for the location
• Maintains and keeps track of all camera equipment during the shoot
• Cleans, repacks and checks for all items after each day of shooting
• Assists DP in setting up camera and support equipment
• Provides assistant to Gaffer/Grip as needed
• Slates with accurate scene and take numbers
• Recharges batteries
• Offloads media in coordination with media manager and wipes cards
Media Manager
• Coordinates with Editor and Assistant Editor to determine folder naming
conventions for project media
• Coordinates with AC to receive, offload and wipe cards
• Coordinates with Production Sound Recordist to receive, offload and wipe
cards
• Backs up all shot media onto separate backup drive (media should be on
2 drives)
• Coordinates with Assistant Editor to pass along media for editing
Production Sound Recordist and Boom Operator
• Makes certain that all necessary sound equipment is present and
accounted for when checked out
• Writes down each piece of sound equipment and tests equipment for
proper functioning before leaving for the location
• Checks all sound equipment for proper functioning before each shooting
day
• Decides on quantity/type and of batteries needed and arranges with the
Producer to purchase them prior to the shoot
• Maintains and keeps track of sound equipment during the shoot
• Cleans, repacks and checks for all items after each day of shooting
• Wrangles cables to keep crew, subjects/actors and bystanders safe
• Maintain good levels on all live mics
• Offloads media in coordination with media manager and wipes cards
• Keeps track of media cards; making sure no cards are erroneously
erased, and making sure none go missing
• Communicates with the DP to maintain a high-functioning, efficient unit
• Checks batteries and anticipates battery changes
• Troubleshoots and corrects audio problems
• Records ambience, wild sound, presence at each scene location with a
verbal slate preceeding each occurance
DP
• With AC and Gaffer/Grip, makes certain that all necessary camera and
lighting equipment is present and accounted for when checked out
• Makes sure the lens is clean and free of dust and water
• Works with Director to finalize storyboards and a shot list
• Composes all shots for the best production values, in service to the action
as it plays out and to achieve the Director’s vision
• Communicates with the Production Sound Recordist to maintain a high-
functioning, efficient unit
• Passes spent cards to AC/Media Manager for offload
• Keeps track of media cards; making sure no cards are erroneously
erased, and making sure none go missing
• Communicates with Colorist to help establish the approach for color
correction and enhancement
Assistant Editor
• Communicates with Media Manager to receive all media from production
• Communicates with the Editor to determine and maintain process
• Helps set up the project’s media management/file naming conventions as
in collaboration with the Editor
• Synchs non-synch production audio
• Media manages the shot footage in Premiere Pro; naming and organizing
footage in bins
• Mocks up assemblies for the Editor as needed
• Sits with Editor when possible to help solve problems and arrive at a
working cut
Picture Editor
• Communicates with the Media Manager and Assistant Editor to determine
and maintain process
• Communicates with the Director to formulate the best possible approach
to telling the story through the available footage
• Uses Premiere Pro to construct the picture cut
• Saves progressive versions of the sequence-in-progress (rather than
having multiple project versions, have multiple sequences within the one
and only project)
• Periodically saves the updated project file to the external drive AND to
another external storage area
• Communicates with Motion Graphics Designer, Post-Production Sound
Recordist, and Music Editor to receive assets
• Outputs and delivers the picture lock to both the Sound Designer and to
the Colorist
• Receives final sound design and color, marries them and masters out all
required file types
Post-Production Sound Recordist
• Communicates with Director to determine post-sound recording needs and
to coordinate talent
• Reserves and checks out gear and lab for sessions
• Generates the highest possible production value
• Sits with the Sound Designer and Music Editor as needed to provide help,
feedback, and another pair of ears
• Backs up recorded media (onto 2 drives)
• Coordinates with Editor and/or Sound Designer to pass along assets
Motion Graphics Designer
• Communicates with Director to design graphics treatments for the piece
as necessary
• Receives any pre-made elements/logos
• Communicates with Editor to supply completed graphics for the cut
Music Editor
• Communicates with the Director to arrive at potential track selections
• Sits with the Post-Production Sound Recordist and Sound Designer as
needed to provide help, feedback, and another pair of ears
• Communicates with Producer to establish music rights clearances
• Outputs and delivers the final mix to the Online Editor
Sound Designer
• Communicates with the Director to formulate the best possible approach
to editing sound and mixing the audio
• Communicates with Editor, Music Editor, and Post-Production Sound
Recordist to coordinate the creation and passing along of assets
• Sits with Post-Production Sound Recordist and Music Editor as needed to
provide help, feedback, and another pair of ears
• Periodically saves the updated project file to the external drive AND to
another external storage area
• Generates the highest possible production value
• Outputs and delivers the final mix to the Editor for mastering
Colorist
• Communicates with the Director and DP to formulate the best possible
approach to color correcting the piece
• Color corrects, sets contrast and controls brightness
• Periodically saves the updated project file to the external drive AND to
another external storage area
• Outputs and delivers the final color to the Editor for mastering
Process
Idea	Development
Lucero Cortez
Christina Dodge
Tfadzwa Nemarundwe
Summer Perkins
Water Conservation Pitch Ideas
Idea #1 - The Gift of Water Conservation
Told in a narrative fashion, this is the story of one millennial gifting a bag to another
millennial. We spend a short amount of time showing them going to the website and making the
purchase, though the bulk of the video would be devoted to the explanation of how these bags
conserve water over other bags and how Looptworks is devoted to upcycling and bettering the
environment. Portland would be a prominent highlight featuring many of its picturesque
waterways. We would like to represent the number of gallons of water saved by a motion
graphic showing the screen lling up with plastic gallons of water accompanied with a "drip" like
sound effect. Since most of the bags save hundreds and thousands of gallons, it wouldn't be an
exact representation but would convey the message that this is substantial. The video would
end with a message like, "We saved this much water", emphasizing the WE.
Idea #2 - A day in the life of a Water Conservationist
We would highlight and spend the day with a Portland student who is studying water
conservation and sustainability. They would be seen with a Looptworks bag but it would be
subtle, simply an accessory. We would follow the student through classes, an internship, and a
recreational activity showing how water conservation is important for everyone to be striving for.
The tone would be more educational though we would look for opportunities to provide levity to
avoid a dry video.
Idea #3 - These bags actually save water
In this video we follow two millennials as they hike to a Portland waterfall, remove their
backpack, open it, and ll it up with the water. When one hiker is astonished the other explains
that this bag "actually" saves water. The remainder of the clip then proceeds to explain how
Looptworks' practice of upcycling saves water. It would educate the audience throughout the
process and share the vast number of gallons of precious water the bags save. This video could
play very well with text, voice over, and a engaging soundtrack.
Process
Pitching	the	Client
Process
Pre-Production
Art Department Report
Prop Character Date Needed Provided by Scene
Props Cardboard box
with Looptworks
stamp
Portland
Shooting Day
Looptworks 1
Birthday Note Portland
Shooting Day
Christina 1
3 Gallon Water
Jug with strap &
Logo
Portland
Shooting Day
Summer 1, 2, 3
Looptworks Bag Portland
Shooting Day
Looptworks 2,3,4,5
Writing Utensils
& Tablets, File
Folders
Tavia & Office
Workers
Hillsboro
Shooting Day
Christina 4
Plastic Water
bottles with no
labels
Tavia & Office
Workers
Hillsboro
Shooting Day
Christina 4, 7
Office Decore Hillsboro
Shooting Day
Christina 4
Flowers in a
water vase
Hillsboro
Shooting Day
Christina 4
Wall Pictures
w/3M Hangers
Hillsboro
Shooting Day
Christina 4
Sandwich &
other lunch stuff
Portland
Shooting Day
Christina 5
Desktop or
Laptop
computer
Tavia Hillsboro
Shooting Day
Christina 7
Wrapped Gift Hillsboro
Shooting Day
Christina 8
Wardrobe
Parcel Carrier
Uniform
Parcel Carrier Portland
Shooting Day
?? 1
Looptworks
Henley
Tavia Portland
Shooting Day
Looptworks 1, 5
Work Attire Tavia Portland &
Hillsboro
Shooting Day
Tavia 2, 3, 4
Another
Looptworks
Henley
Tavia Hillsboro
Shooting Day
Looptworks 7
Casual Attire Tavia Hillsboro
Shooting Day
Tavia 8
Production Schedule for Group #3
November 2016
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
30 October 31st 1 2 3 4 5
Gather
props and
touch base
with all
departments
1st Shoot
Day -
Portland
Begin
logging
Portland
Footage
6 7 8 9 10 11 12
2nd Shoot
Day -
Hillsboro
Begin
Logging
Hillsboro
footage
Record VO in
the Sound
Lab
13 14 15 16 17 18 19
Rushes Due
for Group 3 &
Production
Debrief and
Project #1
Due
20 21 22 23 24 25 26
Assembly
Edit Due
Editing Rough Cut 1
Due
Color and
Sound
correction
begins
27 28 29 30 1 2 3
Rough Cut 2
Due for
Group 3
Color and
Sound
Correction
final touches
4 5 6 7 8 9 10
Final Cut
Due
Crew/Cast Contact Sheet
Name Position Cell Number Email Needs
Transportation
Dietary
Requirements
Nick Bresnan Director 808-388-0629 bresnan@pdx.edu No None
Christina
Dodge
Producer, Boom Operator,
Picture Editor,
503-504-8046 christi3@pdx.edu No Gluten Free
Summer
Perkins
Production Sound Recordist,
Still Photographer,
Post-Prod. Sound Recordist,
Sound Editor/Designer
720-934-9514 summer7@pdx.edu Yes Dairy Free/Gluten
Free
Tafadzwa DP, Music Editor, Colorist 503-752-0755 tafazwa@pdx.edu Yes None
Lucero Cortez AC, Gaffer/Grip, DIT Media
Manager, Assistant Editor,
Sound Editor/Designer,
Motion Graphics Designer
971-277-8161 lcortez@pdx.edu Yes Vegetarian
CAST
Tavia Wade Brittany wade5@pdx.edu
Alex
Mail Carrier
Narrator
Tavia Wade Brian Pater Ian Hobson
*Cast Status: Tavia is set for Brittany. We have two possible leads for Alex, Brian and Ian. I have worked
with Brian before he is very professional and very good. He is going to get back to me soon if he is available
to get out of class on our shoot days. Ian answered my Craigslist ad and has little on camera experience but
did offer a couple of buddies who could be our mail carrier.
*We need someone to be mail carrier
*My 18 yr. Old son has done a few high school plays and has an interest in voice acting. He has narrated
pieces for me before. I am going to record him reading our VO and see what you guys think. Though, I am
open to anyone who knows the movie trailer guy or Michael Buffer. :)
Location Report
Location Scene Shooting Day Address Contact Name Contact
Number
Status
House 1 1 November 7th 313 NE Idyl Way
Hillsboro, OR
Summer
Perkins
Securred
Park Blocks 2 October 31 None Guerilla
Style/Bring ID
Office
Building/EXT
3 October 31 Naito Building None Guerilla Style/
Bring ID
Office
Building/INT
4 November 7
10:00 - 11:30 AM
2850 NE
Brookwood Pkwy,
Hillsboro
Stephanie
Chase, Dir.
(503) 615-6500 Securred
Fountain 5 October 31 Keller, Lovejoy or
Salmon Fountain
None Guerilla
Style/Bring ID
House 1/INT 7 November 7 313 NE Idyl Way
Hillsboro, OR
Summer
Perkins
Securred
Apartment/EXT 8 November 7 Nexus Apartments
1299 NE Orenco
Station Pkwy.
Hillsboro, OR
Corrine (503) 693-7490 Secure
*Location status: Summer’s house is a go. And I called and scheduled us to shoot at Nexus
Apartments for the exterior of the apartment. She has a ground floor near the sidewalk but if it
gets rented before the 7th she said that they have a model we can use. She appreciated the
offer to thank them on our Facebook page, so Summer’s still photos will come in handy.
*Nick scouted for a reflective building and found that the Naito might be a good place to go.
*I have contacted the Brookwood library and they are fine with us using the Conference room
we suggested and even offered up a larger boardroom (but it has a ton on windows). It is a pay
space, but knowing our low budget the employee said that they would maybe waive that fee.
The conference room has a large monitor hanging on the wall that is not pictured below and I
know the space is bland but I have some nice “aquatic” water set dressings in mind.
*I called the parks department and unless it is below 40 degrees F. the fountains should be
running. Weather forecast for the 31st: Cloudy, 50% showers and 56 degrees F.
Nexus Apartment - Apartment EXT Nexus Apartment’s Business Center - Home INT
Summer’s House - Home EXT Brookwood Library - Office INT.
Benson Bubblers on the Park Blocks Lovejoy Fountain - ​1990 SW 4th Ave, Portland
Equipment List:
URSA Kit 1: Black Magic URSA Sudio 4k - Tilta Matte Box, Follow Focus, 3x pairs of rods, 2x
Polarizers, 2x UV filters, CFast 2.0 card reader, Sigma 18mm-35mm lens, 70mm-200mm Canon
lens, Arco Camera Bag, Rain Cover, URSA Shoulder mount, 256 Gig CFast card, Digital
Viewfinder, Release plate adapter, 2 batteries, rod adapter mount, Power supply, Battery
Charger, Power adapter.
Manfrotto 526 A Tripod
H6 Sound Kit 1: Zoom H6 sound recorder, Dead cat windscreen, Senal SMH 1000 monitors, 20
ft. XLR cable, 2 ft. XLR cable, ME-866 Sennheiser shotgun mic, Auray Pistol grip, Auray bag,
K-tek 10 ft. boom pole.
Wireless Lavalier Kit
10 ft. XLR Cable
ARRI Light Kit 1: (2) 300W Fresnels, (1) 650W Fresnel, (1) ARRILITE 750 Plus Focusing Flood,
Barndoors, Filter Frames, Scrims, (4) Stands, 120 VAC Bulbs, 3-Outlet Extension Cord,
Heat-resistant gloves, Clothes Pins, Bulb Storage Case, 24 x 32” Softbox, Heavy Duty Case.
Flag Kit 1
Power Bag
Grip Equipment Bag
Cart
Black C Stands
Sand Bags
Grip Equipment Tote
4 C-Stands
8 Sand Bags
38. MEDIUM - Dumpster in foreground, P1 throws trash bag into dumpster.
39. MEDIUM WIDE - Dumpster in foreground, dump truck drives up and reaches down, picks up
dumpster, dumps it, puts down dumpster, drives off.
HIKING TRAIL
23. MEDIUM WIDE - Beautiful mountainside scenery, P2 hikes up trail past frame, ahead of us;
slight track left.
24. WIDE - Beautiful scenery from top of mountain; pan across scenery.
25. MEDIUM CLOSE - P2 unzips bag, reaches in, retrieves apple; high angle POV, track
forward.
26. Fists shoot up into air, directly in frame; mount hood in background(?); track forward.
COLLEGE CAMPUS EXT.
17. WIDE - P1 walks into frame, then out of frame (going to class); possible tracking shot? ​[I
know we want generic backpack shots to be static, but this may be an exception]
CLASSROOM
18. CLOSE UP - P2 unzips backpack (on ground), takes out notebook; high angle POV.
19. MEDIUM CLOSE - P2 unzips backpack (on ground), takes out notebook; profile.
20. MEDIUM WIDE - P2 sits at desk, clicks pen, looks towards front of room; slight track left;
looptworks bag in frame.
WATERFRONT
28. MEDIUM CLOSE - P2’s head with bike helmet, sunglasses; track left.
29. MEDIUM CLOSE - Bike chain / pedals, front wheel spinning; track left.
30. MEDIUM CLOSE - Looptworks backpack on back; track right.
Shot List
Process
Production
Process
Deliverables:
• Rushes
• Assembly
• Rough	Cut	#1
• Rough	Cut	#2
• Fine	Cut	+	Color,	Graphics,	Sound
• Master	+	Consolidated	Project	Information
Post-Production
Process
Peer	and	Self-Evaluation
Name:	_____________________________________________________	
	
BRANDED	MEDIA	PEER	AND	SELF-EVALUATION	
	
Please	note	that	peer	evaluations	will	not	be	shared	directly	with	the	person	being	evaluated	
except	in	the	form	of	a	numerical	average	of	their	combined	scores	from	the	rubrics	section.		
	
Feedback	provided	in	the	written	section	will	not	be	directly	communicated	to	the	person	being	
evaluated,	but	will	play	into	that	person’s	overall	peer	evaluation	score.	
	
I.		PEER	EVALUATION—RUBRICS	SECTION	
Please	enter	the	name	of	each	crew	person	in	your	group	and	select	a	point	value	for	each	
evaluation	category	with	5	being	“Excellent”	and	1	being	“Poor”.		
	
	
Crew	Member	#1:	_______________________________________________	
	
Category	 Excellent->->->->->->->->Poor	
1. Development/Pre-Production	Performance	
2. Production	Performance	
3. Post-Production	Performance	
4. Attitude	
5. Reliability,	Dedication	and	Consistency	
6. Execution	of	assigned	duties		
7. Ability	to	handle	stressors	and	obstacles	
8. Professionalism		
5								4								3								2								1							
5								4								3								2								1							
5								4								3								2								1							
5								4								3								2								1							
5								4								3								2								1							
5								4								3								2								1							
5								4								3								2								1							
5								4								3								2								1							
	
Total	Points:	_______	
	
	
Crew	Member	#2:	_______________________________________________	
	
Category	 Excellent->->->->->->->->Poor	
1. Development/Pre-Production	Performance	
2. Production	Performance	
3. Post-Production	Performance	
4. Attitude	
5. Reliability,	Dedication	and	Consistency	
6. Execution	of	assigned	duties		
7. Ability	to	handle	stressors	and	obstacles	
8. Professionalism		
5								4								3								2								1							
5								4								3								2								1							
5								4								3								2								1							
5								4								3								2								1							
5								4								3								2								1							
5								4								3								2								1							
5								4								3								2								1							
5								4								3								2								1							
	
Total	Points:	_______	
	
	
	
II.		PEER	EVALUATION—WRITTEN	SECTION	
Please	enter	the	name	of	each	person	in	your	group	and	briefly	provide	written	feedback	about	
that	crew	member’s	performance.	
	
	
Crew	Member	#1:	_______________________________________________	
	
	
	
	
	
	
	
	
	
	
Crew	Member	#2:	_______________________________________________	
	
	
	
	
	
	
	
	
	
	
Crew	Member	#3:	_______________________________________________	
	
	
	
	
	
	
	
	
	
	
Crew	Member	#4:	_______________________________________________	
	
	
	
	
	
	
	
	
	
III.		SELF-EVALUATION—RUBRICS	SECTION	
Please	select	a	point	value	for	each	evaluation	category	with	5	being	“Excellent”	and	1	being	
“Poor”.		Attempt	to	be	as	objective	as	you	can	without	overstating	or	understating	your	own	
performance.	
	
Category	 Excellent->->->->->->->->Poor	
1. Development/Pre-Production	Performance	
2. Production	Performance	
3. Post-Production	Performance	
4. Attitude	
5. Reliability,	Dedication	and	Consistency	
6. Execution	of	assigned	duties		
7. Ability	to	handle	stressors	and	obstacles	
8. Professionalism		
5								4								3								2								1							
5								4								3								2								1							
5								4								3								2								1							
5								4								3								2								1							
5								4								3								2								1							
5								4								3								2								1							
5								4								3								2								1							
5								4								3								2								1							
	
Total	Points:	_______	
	
	
IV.		SELF-EVALUATION—WRITTEN	SECTION	
Please	provide	detailed	responses	to	the	prompts.			
	
A. Complete	the	following	statements	about	your	contributions	to	and	performance	during	
the	process	of	making	your	group’s	project:	
	
My	most	significant	contribution	to	the	project	was…	
	
	
	
	
	
	
	
	
	
	
Other	areas	where	I	made	a	positive	contribution	or	performed	well	were…	
	
	
	
	
	
	
	
	
	
An	area	where	I	feel	I	could	have	performed	better	was…	
	
	
	
	
	
	
	
	
	
If	I	could	do	something	differently,	I	would	have…	
	
	
	
	
	
	
	
	
	
When	I	think	about	what	my	group	members	would	say	about	me	based	on	our	
experience	working	together	on	this	project,	I’m	guessing	they	would	say…	
	
	
	
	
	
	
	
	
	
	
	
B. Characterize	your	level	of	dedication	to	and	investment	in	this	project,	your	group	and	
its	efforts.		Provide	examples	to	support	your	assessment.	
	
	
	
	
	
C. In	terms	of	your	assigned	crew	position(s),	where	did	you	excel	and	where	did	you	fall	
short?	
	
	
	
	
	
	
	
D. How	would	you	characterize	your	interpersonal	communications	skills	during	the	
making	of	the	project?		(Consider	how	you	handled	communications	with	your	
teammates	during	the	most	stressful	moments	of	the	process.)	
	
	
	
	
	
	
	
	
E. Anything	else	you	would	like	to	add?	
	
	
	
	
	
	
	
	
	
F. What	overall	grade	would	you	give	yourself?		Don’t	be	falsely	modest,	but	don’t	
overstate	your	performance,	either.		Circle	one:	
	
A+	
A	
A-	
B+	
B	
B-	
C+	
C	
C-	
D+	
D	
D-	
F	
V.		WRAP-UP	
Please	complete	the	following	statement.	
	
This	project	made	me	realize…	
	
	
	
	
	
	
	
	
and…	
	
	
	
	
	
	
	
	
What	I	learned	from	this	project	was…	
	
	
	
	
	
	
	
	
and…
Value	+	Outcomes
Value	+	Outcomes
Q&A	after	a	screening	of	the	inaugural	airport	microcinema
program.
Value	+	Outcomes
Q&A	after	a	screening	of	the	inaugural	airport	microcinema
program.
Presentation	of	final	work	to	the	Looptworks CEO	and	
Marketing	Manager.
Value	+	Outcomes
Branded	content	creation	provides	the	opportunity	for	students	to	
employ	nuanced	storytelling	techniques	and	apply	high	production	
values	in	service	to	a	quality	end	product	that	speaks	to	a	specific	
audience.		
In	the	process,	quality	portfolio	materials	and	meaningful	resume	
entries	are	generated,	collaboration	skills	are	practiced,	the	destination	
for	the	work	is	clear,	and	students	gain	an	opportunity	to	serve	in	a	
crew	position	in	which	they	have	a	particular	interest.
Value	+	Outcomes
Branded	content	creation	provides	the	opportunity	for	students	to	
employ	nuanced	storytelling	techniques	and	apply	high	production	
values	in	service	to	a	quality	end	product	that	speaks	to	a	specific	
audience.		
In	the	process,	quality	portfolio	materials	and	meaningful	resume	
entries	are	generated,	collaboration	skills	are	practiced,	the	destination	
for	the	work	is	clear,	and	students	gain	an	opportunity	to	serve	in	a	
crew	position	in	which	they	have	a	particular	interest.
Value	+	Outcomes
“In	most	film	classes,	you’re	given	equal	
opportunity	to	succeed	or	fail	in	terms	of	
your	professionalism	and	the	quality	of	
your	work.	You	can	put	a	lot	of	work	into	
a	class	assignment,	or	blow	it	off	and	
settle	for	barely	a	passing	grade.	What	I	
liked	about	Branded	Media	was	the	
professional	standard	to	which	Courtney	
and	Looptworks held	us	— it	challenged	
me	to	push	myself	and	produce	as	high	a	
quality	work	as	I	possibly	could.”
--Julie	L.
Value	+	Outcomes
“The	Branded	Media	course	imparted	
a	thorough	understanding	of	the	
changing	format	of	advertising	and	
the	role	that	storytelling	plays	in	
distinguishing	branded	media	from	
advertising.	The	course	also	provided	
practical	experience	with	the	entire	
hands-on	process	from	idea	creation,	
idea	pitch,	pre-production,	
production,	and	post-production	
through	to	delivery	to	the	client.”		
--Christina	D.
Value	+	Outcomes
“Branded	Media	teaches	skills	invaluable	to	
anyone	seeking	employment	in	media	
production.	You	work	with	a	real	client;	they	
communicate	their	needs,	shoot	down	your	
bad	ideas,	and	guide	you	to	making	
something	that	represents	their	brand	in	a	
meaningful	way.	The	client	needs	video	
content	that	speaks	to	a	real	audience	and	
fits	in	the	real	context	of	social	media. It	
never	feels	like	you're	making	‘just	another	
class	project’.	You	and	your	classmates	
become	a	professional	team.	Everybody	has	
a	job	to	do,	and	when	problems	arise,	you	
deal	with	them.	You	get	a	leg	up	as	a	student	
when	you	take	this	course.”
--Geoff	V.
Recommendations	+	Final	Thoughts
• Recruit	students	with	a	variety	of	personality	traits,	experience	levels,	
and	skill	sets.
• Control	the	course	cap	(the	case	study	class	included	15	students).
• Make	expectations	clear	(i.e.	each	person	is	responsible	for	the	
quality	of	the	end	product	and	for	contributing	their	best	efforts	to	
production	processes	involved).
• Keep	focus	on	the	destination	for	the	work	to	keep	stakes	high.
• Manage	client	communications	(including	choosing	the	clients) to	
create	efficiencies	and	to	control	client	perceptions	of	the	program.
Recommendations	+	Final	Thoughts
• Recruit	students	with	a	variety	of	personality	traits,	experience	levels,	
and	skill	sets.
• Control	the	course	cap	(the	case	study	class	included	15	students).
• Make	expectations	clear	(i.e.	each	person	is	responsible	for	the	
quality	of	the	end	product	and	for	contributing	their	best	efforts	to	
production	processes	involved).
• Keep	focus	on	the	destination	for	the	work	to	keep	stakes	high.
• Manage	client	communications	(including	choosing	the	clients) to	
create	efficiencies	and	to	control	client	perceptions	of	the	program.
Recommendations	+	Final	Thoughts
• Recruit	students	with	a	variety	of	personality	traits,	experience	levels,	
and	skill	sets.
• Control	the	course	cap	(the	case	study	class	included	15	students).
• Make	expectations	clear	(i.e.	each	person	is	responsible	for	the	
quality	of	the	end	product	and	for	contributing	their	best	efforts	to	
production	processes	involved).
• Keep	focus	on	the	destination	for	the	work	to	keep	stakes	high.
• Manage	client	communications	(including	choosing	the	clients) to	
create	efficiencies	and	to	control	client	perceptions	of	the	program.
Recommendations	+	Final	Thoughts
• Recruit	students	with	a	variety	of	personality	traits,	experience	levels,	
and	skill	sets.
• Control	the	course	cap	(the	case	study	class	included	15	students).
• Make	expectations	clear	(i.e.	each	person	is	responsible	for	the	
quality	of	the	end	product	and	for	contributing	their	best	efforts	to	
production	processes	involved).
• Keep	focus	on	the	destination	for	the	work	to	keep	stakes	high.
• Manage	client	communications	(including	choosing	the	clients) to	
create	efficiencies	and	to	control	client	perceptions	of	the	program.
Recommendations	+	Final	Thoughts
• Recruit	students	with	a	variety	of	personality	traits,	experience	levels,	
and	skill	sets.
• Control	the	course	cap	(the	case	study	class	included	15	students).
• Make	expectations	clear	(i.e.	each	person	is	responsible	for	the	
quality	of	the	end	product	and	for	contributing	their	best	efforts	to	
production	processes	involved).
• Keep	focus	on	the	destination	for	the	work	to	keep	stakes	high.
• Manage	client	communications	(including	choosing	the	clients) to	
create	efficiencies	and	to	control	client	perceptions	of	the	program.
Recommendations	+	Final	Thoughts
• Recruit	students	with	a	variety	of	personality	traits,	experience	levels,	
and	skill	sets.
• Control	the	course	cap	(the	case	study	class	included	15	students).
• Make	expectations	clear	(i.e.	each	person	is	responsible	for	the	
quality	of	the	end	product	and	for	contributing	their	best	efforts	to	
production	processes	involved).
• Keep	focus	on	the	destination	for	the	work	to	keep	stakes	high.
• Manage	client	communications	(including	choosing	the	clients) to	
create	efficiencies	and	to	control	client	perceptions	of	the	program.
Resources	Related	to	this	Presentation
Visit:	
http://courtneyhermann.com/
to	access	resources	related	to	
this	presentation.

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