3. Knowing what photomedia is and how it is used in various industries, you will now explore
its possible usage in your own workplace and professional life by presenting at least three
(3)possibleuses(in200words)supportedbyreferencestoonlinearticlesandwebsites.
Include this in your portfolio for final submission.
Complete the above challenge and then click LINK 5 to upload.
30529a
Progress Challenge 01
Exploring Photomedia
Advertising
Photographers and Photomedia artists are often em-
ployed or comissioned by various corporations, often
to sell a product or service â so the purpose is com-
mercial. One example is on page 9 in my e-book1
 â an
ad for Diet Coke2
. Another is Erik Johanssen â whose
works were comissioned by Ikea and the Swedish Can-
cerCouncil3
.
1ââ Open Colleges (2013):Â â1.1: Exploring Photo-
mediaâ in CUV50311 Diploma of Graphic Design â Stock
Code 30529a (Work with Photomedia in Creative Prac-
tice), page 9
2ââ Ibid - Source:Â http://trendsbreaker.com/fash-
ion-photography-diet-coke/
3ââ Johansson, E (2015): Commissioned Works
in http://www.erikjohanssonphoto.com/commissioned/
Journalism - Newspapers and
Magazines
Many photographers use their work to express their
concern on various social issues. Â An example is this
collection of black and white compositions taken by
Indigenous people that were displayed in the National
GalleryofAustralia4
. Thesephotographsmayalsoget
syndicated innewspapersandmagazines,particularly
photographsofapoliticalorculturalnature.Â
4ââ National Gallery of Australia (2015): Aboriginal
and Torres Strait Islander Art â Photomedia in http://nga.
gov.au/COLLECTIONS/ATSI/GALLERY.cfm?DISPLAY-
GAL=18B
Fine Arts
ManyoftheHSC(Year12)graduateswhoexcelinArt,
often have their works on display at the Art Gallery
of NSW, and may pursue a career in photography and
other related fiedls. Â Having your work on display in a
museum is one way to get a foot in the door5
. Â For in-
stance, another artist takes panoramic photographs
of the Australian outback and the pictures can still
have a rather profound psychological effect on the
viewerasithadwiththephotographerhimself6
.
5ââ Art Gallery of NSW (2011): Inside Art Express,
http://www.artgallery.nsw.gov.au/insideartexpress/2011/
alex_hemmings/?model=expressive-forms-all
6ââ Art Gallery of NSW (2013): Inside Art Express,
http://www.artgallery.nsw.gov.au/insideartexpress/2013/
alistair_hill-lees/?model=expressive-forms-all
4. 30529a Progress Challenge 02
Photomedia Immersion
Having been introduced to photomedia approaches and some photomedia examples by different artists in various industries, begin the process of creating your own photomedia
workforthiscoursethroughimmersion.
Basedonthesubject,genreorapproachyouwanttoexperimenton,presenttwo(2)casestudiesofstillimage-basedphotomediaprojectsbyindividualartistsandaddthemtoyour
portfoliowithdocumentationandproperreferencing(approximately500words).
Theseprojectsmustbebasedonthedeliveryofstillimagesandbecreatedusingtoolsandtechnologiesthatareaccessibletoyou.
Yourdocumentationforeachofthetwo(2)projectsshouldincludeanalysisoftheirbrief.Thesedetailsinclude:
â˘theobjective
â˘thetargetaudience
â˘thetimelineorschedule
â˘thedevelopmentandmilestonestages
â˘thedeliveryandoutputrequirements
â˘summaryofthecreativeapproachtheartistused
â˘summaryanddescriptionofthetechnicalapproach,toolsandtechnologiestheartistemployed.
CompletetheabovechallengeandthenclickLINK8toupload.
5. Case Study 1 â Erik Johansson
I just love his work and approach1
. He was orginaally born in Sweden but
hasworkedinGermanyandnowtheCzeckRepublic2
.
His clients (target audience) are many and varied. They include Adobe,
National Geographic, Volvo, Google, Microsoft, Barncancer Fonden, Horn-
bach, and Aishti. So, they include major organisations. However, these
worksarealsoavailableasindividualprintswhichyoucanpurchase3
.
The timeline or schedule can vary according to whether he makes images
forspecificclients(wheretherearetighterdeadlinestoadhereto)orfor
nooneinparticular(thesecantakeuptoayeartocreate).
The development and milestone stages are as follows: a sketch, photo
shoots at the locations, model making (and painting), loading the imag-
es onto the computer, then compositing (on Photoshop). This is for his
composition for 'Landfall'4
(where there is a house on the edge of a cliff,
butinsteadoftherockface,thereisactuallygrassgrowinglikeonnormal
ground)5
.
Technologies he uses include a Hasselbad H5D camera system, a Mac
Book Pro 15-inch and self-made PC, an Eizo colour monitor and Adobe
PhotoshopCC2015andLightroom. Heuseshisownimages.
1ââ Johansson, E (2015): Erik Johansson Photography, http://
www.erikjohanssonphoto.com/
2ââ Ibid, http://www.erikjohanssonphoto.com/about/
3ââ InPrint (2015): Art Prints by Erik Johansson, http://www.
inprnt.com/gallery/erikjohansson/
4ââ Op cit, Landfall, http://www.erikjohanssonphoto.com/land-
fall/
5ââ Op cit, âBehind the Scenes for Landfallâ in http://www.erikjo-
hanssonphoto.com/behind-the-scenes and https://youtu.be/8fP3A-
Jl6eLk
Illustration 1: 2014 (c) Erik Johanssen: Landfall
6. Case Study 2 â Arno Raffael Minkkinen
I found out about this photographer on Bored Panda1
, via Facebook: For the
past 40 years, he had taken photographs of himself naked in various land-
scapes and in black and white. However, you won't see many full-frontal pic-
tures, most of these consist of body parts which have become part of the
landscapeshephotographs.
Thetargetaudiencesusuallyincludeartgalleriesandtheirpatriots,andpeo-
plewhobuycopiesofhisprints. HisworkisalsoavailablethroughAmazon2
.
Thedevelopmentandmilestonestagesareasfollows:goouttothelocation,
take clothes off, set viewfinder and timer, get into position, take photo, get
out of position and location, go into dark room and develop photos ready for
display. The timeline or schedule can vary according to how long it takes to
do the work, especially when it comes to going out to some of the remote lo-
cationshetravelsto.
He says he doesn't use Photoshop or any other photo-editing software (in
fact,hewascreatingthecompositionslongbeforePhotoshopwasavailable)
â just what appears to be on the viewfinder of the camera. The technologies
used include the timer on the camera (and a case of being able to get into
his position in enough time to create the shot), and a long cable release bulb
(which he throws out of the way in time to get the shot). He then uses the
traditionaldarkroomtechniquestoprocessanddeveloptheprints.
1ââ Dovas (2015): Photographer Uses His Own Nude Body to Create
Surreal Worlds, in Bored Panda, http://www.boredpanda.com/self-por-
trait-photography-landscape-surreal-arno-rafael-minkkinen
2ââ Amazon (2015): Books by Arno Rafael Minkkinen in http://
www.amazon.com/Arno-Rafael-Minkkinen/e/B000APQZOU/
ref=as_li_ss_tl?_encoding=UTF8&camp=1789&creative=390957&link-
Code=ur2&tag=vilofjoy-20&linkId=7GC77UK4BOH3QKEI
Illustration 2: 2007 ⢠Le Bouquet d'Arbres ⢠MalmoĚ Castle Prison,
MalmoĚ, Sweden
7. 30529a â Progress Challenge 03
Production Blog
Takethefirststeptowardscreatingyourownphotomediaprojectthroughexploringand
developingideas.Toaidyouinthisprocess,createyourownproductionblogthroughthe
numerous channels available in the web and the ones suggested in this course. Use this
site to organise, document, reflect and share elements of your development processes.
Use this site to also get useful feedback, reviews and discussions as your project pro-
gressesandfinalises.
Share your page with the professional online communities, artistsâcircles, your friends
andworkcolleagues.
Take a screenshot of the blog you created and share this together with your blog link in
your portfolio. Provide a brief description on the audience and people you want to share
thiswith.
CompletetheabovechallengeandthenclickLINK16toupload.
ClickLINK17todiscussyourworkwithotherstudentsontheforum.
This is the link to my 'production' blog: http://sedgieart.blogspot.com.au/. I had this
blogupsinceearlythisyear,whenIstartedStudyPeriod1oftheDiplomaCourse. Iam
now up to Study Period 2, Module 2 â Work with Photo-media. However, I haven't put
upanyworkswiththistopicjustyet. However,thisscreenshotshouldgiveyouanidea
astohowitshouldlook.
Aboutthispost:
Thispostisdoneforthepurposesofthisexcercise-ItâslikeIambloggingaboutmyown
blog,andthispostisaboutthispost. Hahaha!!! Howfunnyisthis!!!
However, I had uploaded and submitted my this progress challenge as a PDF (portable
documentfile)totheclassforumforeveryoneelseâsperusal. Andthatwasmyanswer
atthetime.
8. 30529a â Progress Challenge 04
Design Elements
To showcase your ability to use your camera both technically and creatively, represent
five(5)ofthedesignprinciplescoveredbyphotographingobjectsinyourimmediateenvi-
ronmentusingyourdigitalcamera.Theseobjectscanbeanythingyousee(plants,rocks,
household items, structures, etc). For example, you can choose to represent the design
principle of repetition by photographing a basket of oranges, emphasising the repeating
patterns and shapes of the fruit. Use this exercise as a way for you to explore and ex-
periment features and photographic techniques using your camera. Place each of these
five (5) images in your portfolio, properly labelled based on the design principle they rep-
resent and provide a brief overview of each image (50 words per image). Complete the
abovechallengeandthenclickLINK19toupload.
Fivedesignprinciplesorelements(well,seven,tobeexact)ofmyimages(Toptobottom).
1. Colour: Yellow orchid, Royal North Shore Hospital (St Leonards, NSW), 2011,
Nokiamobilephone(bottomleft)
2. Ruleofthirds:PidgeonhouseMountain,2012(TakenwithOlympusFE320)-fore-
ground,midgroundandbackgroundareinâthirds(3rdrow,2ndfromLeft)
3. Lightandtexture:Close-upoffurrytoy,LaneCove(NSW),2014,OlympusVG165
4. SpaceandDepth:Viewfrommybalcony,LaneCove(NSW),2009,OlympusFE280
5. Repetition:TerracottaWarriors,Xâian(China),2009,OlympusFE-320
6. Contrast:Fierysunrise,LaneCove(NSW),2010,OlympusFE320
7. Linesandshapes:Diamondpattern,2011,Melbourne(Vic),OlympusFE320
9. 30529a â Progress Challenge 05
Image Editing
Take three (3) photographs with different themes and subjects and use image edit-
ing tools as a way for you to enhance both the intended purpose of the image and the
design elements within them (for example, rule-of-thirds and colour). Consider this
activityasawayforyoutoexperimentandexploreeffectsandfeaturesofyourimage
editingsoftware.
For each of these photographs, lay out both the original images and the edited ones
side-by-side in your portfolio to provide a beforeand-after view of your attempts.
Properly label them and provide a brief overview of the image editing processes you
used for each image and how they were able to capture your desired effect and goals
foreachphotograph.
CompletetheabovechallengeandthenclickLINK21toupload.
For image #1, I did a basic cropping and straightening â the difference is only slight
with the straightening, however, I applied the rule-of-thirds principle to this image so
it is not quite as dominated by the background, and let the mid-ground (which forms
partoftheskylineorhorizon)tostandoutabitmore.
Forthenextimage,Ididaperspectivecrop. Thiswasfollowedbytheclone-stamptool
to fill in the gaps near the edges, and then a warp (under the free transormation) was
used to create a wave-like effect (though hopefully not bad enough to make the viewer
sea-sick).
Forthefinalimage,Iusedthreedifferenttechniquestotransformmyflower. Icreated
aBlackandWhiteadjustmentlayerfortheblackandwhitebackground. Thiswasthen
followed by a mask/shape layer, various blend modes (including a rainbow gradient,
dropshadow,satin,bevelandemboss),andthenaposterisefilterforthefinalresult.
10. 30529a â Progress Challenge 06
Image Compositing
Using at least five (5) different images you personally photographed, create a totally
new image with a specific theme or subject in mind using your image editing software.
Usethisactivityasawayforyoutonotonlyexperimentandexploreyourimageediting
software,butalsotoexploredifferentphotographictechniquesanddesignprinciples
Layoutyourfinalimagetogetherwithfive(5)photographsthatservedaselementsfor
this exercise on your portfolio. Provide a brief description of your creative objectives
forthisexercise,aswellasthetoolsyouused(100words).
CompletetheabovechallengeandthenclickLINK23toupload.
ClickLINK24todiscussyourworkwithotherstudentsontheforum.
The composition consists of 5 images â the blood red sky, one of my eyes, the Sydney
OperaHouse,andtwoseacreatures(arayandacuttlefish). Theinitialsnapshotswere
takenonanOlympusdigitalcamerawhiletheeyewastakenonaniPodtouch.
With Photoshop, I cropped the sky so just the clouds were there. I used the marquee
tooltocutouttheeyeandthepentoolfortheotherimages. Thestylisefilterwasused
fortheOperaHouseandthecuttlefishinverted.Iwarpedtheseacreaturesâmakingthe
ray jump out like a dolphin and the cuttlefish look like it's 'photobombing' the picture. I
thenexperimentedwithsomefilterstoachieveasurrealeffect(Frescofortheoilpaint-
edlookandhalf-tonesoitlookslikeit'sinthepapers).
I named the final composition 'Reclaiming the Harbour' with the sea creatures reclaim-
ingSydneyHarbourastheirown. Meanwhile,my'eyeinthesky'iswatchingitallunfold,
likeGodwould.
11. 30529a â Progress Challenge 07
Refining Ideas
Your production blog offers a great medium for you to refine your ideas to develop
them into solid concepts for your project. It also allows you to share them with col-
leaguesandotherphoto-mediaartistsforfeedbackandsuggestions.
Share this iterative process in your portfolio by laying out three (3) screen grabs of
blog entries you posted and shared that feature this refinement and experimenta-
tionprocess.Ifthereareusefulandconstructiveresponsesandcommentstothese
posts by colleagues, quote them in the portfolio as well. Offer a brief description of
thethree(3)blogentriesyouchose(100words).
CompletetheabovechallengeandthenclickLINK33toupload.
Just a few notes on these screenshots â they are my blog entries for two images I
didforthisprogresschallenge. Yes,moreexperimentationwithlayers,blendmodes,
dropshadows,filtersandmynewfavouritetoolwithPhotoshopâthe'PuppetWarp'
(whichIusedtotweaktheseainSydneyHarbourandthetoiletwater). Thesetech-
niquescanbeseenonthenextpage
Thenextfewpagesfeaturethearthistorybrushes
As the below screen shots are quite small, it is best to can read more about it in my
blog.(http://sedgieart.blogspot.com.au
12.
13.
14.
15. Progress Challenge 08: Project Brief (Sea Life Aquarium)
Target Audience
⢠Primary audience (client): Sea Life Melbourne Aquarium or Sydney
(Darling Harbour1
).
⢠Secondary audience: customers/visitors to an Aquarium;
⢠Stakeholders (Government Departments, NGO'S who would work
with Sea Life, like the NSW Department of Agriculture and Fisher-
ies2
).
Objectives
⢠Design poster promoting shark conservation3
and education4
: for
instance-aposteraimedatalteringthepublicperceptionofsharks.
⢠Timeline or Schedule (Design process)
⢠Research 'facts' and evidence (done),
Establishing project requirements (what I have to do to capture those
images), brain storming and mind mapping, mood boards, drafting ideas
(thumbnails), image compositing and experimentation;
⢠refiningtheconcept(gettingfeedback);finalconcepts(addingtexts
to images).
⢠Development and Milestone Stages
⢠Capture image(s) â travel to location (already achieved);
⢠Organise and composit image(s) â have already done so through ex-
perimenting and my 'production blog' (see Progress Challenge 07)
1 Sydney Aquarium (2015): Darling Harbour, https://www.sydneyaquarium.com.au/ -
for the purposes of this assignment, I used this place as an example; my images arenât exclusive-
ly for Sea Life
2 Department of Primary Industries (2015): Fishing and Aquaculture - Sharks, http://
www.dpi.nsw.gov.au/fisheries/info/sharks
3 Sea Life Trust (2014): No Shark Cull, http://www.sealifetrust.org.au/cause-view/asd-
fasd-asdfasdf
4 Sea Life Trust (2014): Public Education About Shark, http://www.sealifetrust.org.au/
cause-view/rethinking-public-education-sharks;
⢠Create Poster layout, add text and images
⢠Final presentation
Description of style, look & creative direction of the piece
⢠Again, it would depend upon the goals of the client or primary target
audience: For instance, the goal of Sea Life Trust would be to edu-
cate the public about the species they are doing their bit to protect
â would an infographic of shark populations (photographs) be useful
in this case. I want it to be similar to this5
.
Materials, equipment, technologies
⢠Hardware: Olympus digital camera â for capturing images; Comput-
er: Dell Optiplex 780 to process pictures and design documents
⢠Software: For photoimaging: Photoshop and/or Lightroom (Adobe);
in the past (before I had the Adobe Creative Cloud) I used Roxio Pho-
tosuite (which I had prior to starting the Diploma course); For my
poster design: InDesign
Delivery and Output requirements
⢠Travel to location (done that);
⢠Achieve milestone stages;
⢠Choose images for layout;
⢠Depending on what output they want â RGB (for on screen), CMYK
(for print);
5 Department of Primary Industries (2015): Tips to Reduce Your Risk of Shark Attack
in http://www.dpi.nsw.gov.au/fisheries/info/sharks/tips-to-reduce-your-risk-of-shark-attack;
see also âShark Smart Brochure: http://www.dpi.nsw.gov.au/__data/assets/pdf_file/0017/304415/
SharkSmart-brochure.pdf)
16. Progress Challenge 09: Safety Plan
My safety plan will include:
1. Being aware of and abiding by the potential hazards
⢠Setting up of equipment â cameras and computers;
⢠Photographing subjects (including taking 'selfies');
⢠Electrical; chemical; manual handling; light; ergonomic; psychological; con-
fined spaces; online safety;
⢠Know what to do when an incident or accident occurs;
2. Abiding by copyrights, intellectual property and moral rights;
⢠Know what to do if one of those rights has been infringed upon.
⢠Know how to attribute a picture (or anything else) correctly.
The Copyright Council of Australia1
defines 'moral rights' as:
... the rights individual creators have in relation to copyright works or films they have
created. Moral rights are separate from the âeconomic rightsâ of the copyright owner.
The creator of a work, who holds moral rights, is not necessarily the owner of copyright
in the work2
.
Creators have three moral rights. These are the right:
1. to be attributed (or credited) for their work;
2. not to have their work falsely attributed; and
3. not to have their work treated in a derogatory way.
1 Australian Copyright Council (2015): Find an Answer in http://www.copyright.org.au/acc_prod/
ACC/Home/ACC/Home.aspx?hkey=24823bbe-5416-41b0-b9b1-0f5f6672fc31
2 Australian Copyright Council (2015): Find an Answer in http://www.copyright.org.au/acc_prod/
ACC/Home/ACC/Home.aspx?hkey=24823bbe-5416-41b0-b9b1-0f5f6672fc31
!
17. Progress Challenge 10: Milestone Stages
Milestone stages are what I am up to exactly.
The Milestone Stages (of designing and compositing) include:
1. Concept art and moodboards - done;
2. Sketches and mockups - no sketches or thumbnails just yet, I more
or less just put a few elements together
3. Aquisition stage - done (when I went down to Melbourne)
4. Layout and draft stages - done
5. Refinement stages - done (did a few alterations to my pics)
6. Prefinal stages - in the process right now (awaiting feedback from
classmates, colleagues and others)
7. Final stages (submitting work) - not yet.
18. Progress Challenge 11 - Output, finalisation and Presentation
I decided to do a Hammerhead shark on a t-shirt. The dimensions for this image are
278 x 313 mm, and the file is 173 KB (kilobytes) which makes it easy to upload and
make available online. I saved most of my files as PNG (Portable Network Graphics) â
you don't get the compression or pixellation like you do for JPEGs. The colour profiles
are RGB for online viewing and CMYK for print1
. If I am printing on fabric (as I am for a
t-shirt), CMYK is recommended2
.
The next screenshot shows what could be done for other products or outputs (pic-
tured here include postcards, pens, mousepads and coffee mugs), as well as printing
and other associated costs (shipping, for instance).
1 DP Best Flow (2015): Colour Space and Colour Profiles, in http://www.dpbestflow.org/color/color-space-
and-color-profiles
2 Vistprint (2015): âUpload Help: RGB vs CMYKâ; http://www.vistaprint.com.au/vp/ns/propath/
UploadResources.aspx?selectedTab=0&pfid=372&pf_id=372#DocumentSize
20. Progress Challenge 12 - Sharing My Project With Others
Alongside Blogger, I have made my images available in Google+1
and
Facebook2
.
In addition, I have posted my work up to LinkedIn3
and its subsidary,
SlideShare4
.
1 Sedgwick, C (2015): Col Sedgo, https://plus.google.com/+ColSedgo/posts,
2 Sedgwick, C (2015): Colleen Sedgwick on Facebook, https://www.facebook.com/
media/set/?set=a.1081149281917419.1073741862.277379758961046&type=3; Sedgie Art
(2015): Sedgie Art on Facebook, https://www.facebook.com/SedgieArt/)
3 Sedgwick, C (2015): Colleen Sedgwick on LinkedIn, https://au.linkedin.com/in/
colleen-sedgwick-51a0315b
4 Sedgwick, C (2015): Colleen Sedgwick on SlideShare, http://www.slideshare.net/
ColleenSedgwick
22. Progress Challenge 13 - Reflections On My Development Process
In short, I believe I have improved significantly
with my technical knowledge of Photoshop. Upon
starting this module, I was going mad trying to
work things out despite going over the notes and
tutorials repeatedly. Is it possible that I might be
starting to get the gist of things in this area?
I am still finding it difficult to gain feedback from
other people: despite uploading and sharing my
works on Facebook, Google+, Blogger and the
Open Space student forum, not many people have
clicked on the 'Like' button.
So far, I have had more luck with SlideShare, with
more people viewing my recent projects, thus in-
dicating range of potential stakeholders, clients
and employers worldwide. The analytics show
many different market segments according to
country1
, profession, industry2
and the like (see
screenshots on next page).
This should give me an insight as to who is inter-
ested in what I do: noone has yet remarked on my
work, but with further probing and questioning
(through surveys), I may be able to tap into peo-
ple's interests more. In turn, that would make it
easier for me to refine my work and deliver more
effectively to my target markets.
1 http://www.slideshare.net/insight#summa-
ry/55323592/%3Frange%3D1m
2 https://www.linkedin.com/today/post/author/
posts#stats?trk=mp-reader-h
23. Progress Challenge 14 - Reflections on my Final Project
So far, this is what I have achieved (and not) as of 11/21/15:
Objectives:
⢠Technical objectives â yes;
⢠Planned response from client and audience â not yet
Target audiences:
⢠Suitability â conservative images (like in Checkpoint C) for a broader markets; radical ones for
more 'niche' markets
⢠Reaction â none yet.
Time line/schedule
⢠I hope to finish this project, Checkpoint D (written out, uploaded/shared) by tomorrow. I am now
up to this final Project Challenge, so I think I'm doing okay.
Development (milestone) stages
⢠Except for my thumbnails (which I skipped) and getting feedback, I have achieved most of these.
Description of the style, look and creative direction of the piece
⢠Hopefully 'yes' â I think my Hammerhead t-shirt looks pretty gnarly.
Materials, equipment and technologies
⢠I have a fairly basic digital camera and an iPod Touch â which work. My computer and software
are up to date.
The delivery and output requirements
⢠I was able to upload my PNG files (often considered acceptable for upload and printing) though
they can be a bit small for some print jobs.
Safety plan
⢠OH&S: Wanting to get things done quickly means sitting at the computer for a long time, but I
have taken breaks when needed.
⢠Ethics: unless I have been told otherwise, I presume I've complied with all legal and ethical obliga-
tions like Copyright, correctly attributing others' work or cultural sensitivity.