Lesson PPT for Activity 1 and Activity 2 - Unit 8

1. BIG PICTURE
Activity 1 – The Rationale
Activity 2 – The Pitch
KEYWORDS
Ideas generation – Justification -
Pitch
LEARNING OBJECTIVES
This is a holistic unit and the different LOs are
covered together in all of the activities.
1. Understand the overview of the unit and the
assessment process
2. Understanding audience and research
SUCCESS CRITERIA
A justificationof, and a pitch
based on, the Armchair Football
video in response to a healthy
living campaign brief
Take your seat. Bag under your desk.
Have your equipment and planner out.
Topic – Unit 8 – Responding to a Commission
• What can you do to convincesomebody that your plan for what they want is
the best plan?

2. TELL ME
STUFF!
TAKE ME
THROUGH
IT…
LET ME
HAVE A
GO…
DO I GET
IT?
1 2 3 4 5 6
SETTING THE SCENE
JOINING UP
LEARNING
LINKS TO LAST TIME
PASSING ON
KNOWLEDGE
GUIDED PRACTICE &
MODELLING
INDEPENDENT
PRACTICE – APPLYING
THE SKILLS TO NEW
SITUATIONS
ASSESSMENT &
FEEDBACK
PULL IT TOGETHER
JOINING UP
LEARNING
LINKS TO NEXT TIME

3. Ideas Generation
• This unit is called 'Responding to a
Commission'. You will be given a
commission, or brief, to make a
video. You need respond with some
different plans about how you
would achieve this.
• You should have three ideas for this.
You only have to go ahead and plan
out one of them.
• No need for incredible detail at this
stage. 50 to 100 words each.
• Three ideas. Three.
• The best way to have three
different ideas is to approach the
brief in three different ways.
• Focus on a different part of the
audience?
• Focus on a different tone or
mode of address for the film?
• Focus on a different cinematic
idea?
• I know that you will probably know
your 'real' idea as soon as you have
it and the other two are just fillers.
That's fine – but they need to be
there.

4. Justification
As is often the case, an important part of the Distinction criteria is being able to justify your
decisions.
So what does this mean?
1. This is going to come at the end of the Rationale. You have decided on what brief to follow (the video),
considered the requirementsof the brief in detail,includingthe target audience, done secondary research
into the content and into similarproducts, generated three different ideas, done some primary (audience)
research into your ideasand drawn conclusionsfrom that research, and decided on your final idea.
2. Now, to finish, you justify that decision by tying together what you've done in the rest of this Activity. Explain
how your understandingof the brief and the audience, your research into similarproducts and your
audience research have led you to put forward this final idea as youractual plan.
3. Refer in detailto the requirementsof the brief and to the needs of the target audience
• My plans meet the requirements of the brief by doing this ...
• My plans meet the needs of the core target audience by doing this ...
• My plans are feasible and practical because ...

5. Example Justification
"Move It" is an organisation that has been set up to promote healthy
lifestyles in the UK by encouraging more people to exerise. The
organisation wantsto raise awareness of the benefitsof taking regular
exercise amongst people in the UK.
Research shows there are great benefits about having a healthier
population –its less of a burden on the NHS, and people are happier and
have more fun. We are passionateabout promoting the power of sport
and exercise in improvingpeople's lives.
We want more people to be aware of the opportunitiesand benefits of
sport and exercise so we are launchinga campaign to be deliveredacross
a range of different media platforms – includinga five minute video – in
the new year.
Using this brief and this
video, justify your decision to
respond to the brief by
planning this video

6. The Pitch
• This is Activity 2.
• It's worth the same as Activity 1 – 16 marks
• Activity 1 – The Rationale- has seven sections of quite detailedwriting.
• Activity 2 - The pitch is 350 words.
• It's not going to take as long - but it's still importantto get it absolutelyright
• We're going to cover the basic idea of this now and then return to it in detail with the 'real'
brief.
1. Some 'real' successful briefs have been very
very short indeed.
• "Samuel L Jackson. Snakes on a Plane."
• "A murder mystery in a medieval
monastery with Sean Connery as a
Detective Monk."
2. Thank you very much, here's the money, go
and make the film.
1. Introduce yourself – explain what you are pitching
about – sum up your idea in a sentence.
2. Tell them why your plans deliver exactly what they are
looking for.
3. Tell them why your plans deliver exactly what their
target audience will be looking for.
4. Tell them how your plans are feasible and practical
5. Tell them what your plans USP is - what makes it stand
out?
6. Tell them in a sentence why they should hire you
7. Always – be positive, be confident, be unconditional,
be persuasive, be specific.

7. You need to...
Write a pitch for the Armchair Footballfilm.
The pitch on the right was for a brief to make a film
encouraging studentsto train and work in media
and creative industries. It was marked 13/16
The exam board say...
Reponses that gained high marksfor the pitch gavethe reader
a clear idea of theproductionbased on thecommission. Ideas
would be conveyed with precisionexplaining keyfeaturesof
the productionsuch asthe style or approach that makeit
distinctivefrom generic ideas. Theideaswill also generally be
justified intermsof why they areappropriatefor the audience.
Learnersat thislevel also madea clear and coherent attempt
to sell their proposalto the client with theeffective use of
persuasivelanguage. In a few casesthe above would be
achieved with a coherent structuretothepitch.

8. Activity 1 – The Rationale
1. Do you understand how to understand the brief?
2. Do you understand how to identify and analyse the audience?
3. Do you understand how to conduct primary and secondary research?
4. Do you understand what you need to achieve through your secondary research
(textual analysis and content research)?
5. Can you plan out three ideas?
6. Can you justify why you have chosen the one that you have, with rererence to the
requirements of the brief and the target audience?

9. BIG
PICTURE
MY
LEARNING
How did this
lesson fit into
your other
lessons?
What is my top
take- away
from the
lesson?
Have you contributed to the lesson? Will you be able to improve
next lesson? Do you know what you need to go away and do?
o Are you keeping up?
o There is very little free time in
this scheme of work – if you
miss anything you need to
catch up ... that's why the blog
is there.
o Do you understand the
importance of justifying your
decisions with specificreer
o Can you write a short, punchy
pitch?