TGV3M - TV & Video Production

Student Name __________________________________________________ Unit: Visual Storytelling - TV Commercial

Team Members: _____________________________
Teacher: Mr. Elsie
Objective: Demonstrate knowledge of the production and post-production process. Each student will use their teams recorded audio video footage and their individually created motion animated graphic to create an effective television com-
mercial that sells a product/service/message. Students will individually create a final edited commercial using Adobe Photoshop, After Effects and Premiere Pro or Final Cut Pro software. Students must source any downloaded media that was
not originally created that will be displayed as a 5 second text title graphic at the end of their 30 second commercial. Total duration of exported commercial file will be 35 seconds maximum.

Production and Post-production Rubric Level R Level (50% - 60%) Level (60% - 70%) Level (70% - 80%) Level (80% - 100%) Level
Evaluations based on: Observations, Conversations and Product 1 2 3- 3 3+ 4- 4 4++

Effective Story (T/I)

commercial effectively sells/communicates the product or service or message and is reflected through the script and does not meet story is ineffective to sell the story is somewhat effective to story is clear to sell the product/ story is engaging and has a
product/service/message sell the product/service/ service clear beginning, middle and end
storyboard criteria
message

Overall Visual Storytelling - Camera Shot Selection (K/U)

does not meet visual flow is confusing visual flow needs development visual flow is engaging, and creative use of shots is
variety of appropriate shot sizes and angles are chosen to effectively communicate a clear visual story mostly maintains screen engaging, maintains screen
criteria to be clear
screen direction and continuity (clothing, actors, lighting etc.) are maintained direction and continuity direction and continuity

Motion Animated Graphics (K/U)

does not meet graphic is animated but does not animated graphic is limited in animated graphic makes good animated graphic makes excel-
duration meets the 5 second maximum requirement criteria complement and support the the use shapes and text to use of some shapes and text to lent use of multiple shapes and
animated motion graphic visually complements and supports the product/service being advertised product/service complement and support the complement and support the text to complement and support
product/service product/service the product/service

Slogan (C)
does not meet slogan does not connect to the slogan has limited connection to slogan connects to the product/ slogan effectively connects to
effectively connects to the product/service/message criteria product/service and is not the product/service and is not service and is somewhat the product/service and is
is impactful, memorable, and connects to the target audience impactful or memorable to the impactful or memorable to the impactful and memorable to the impactful, memorable, and
target audience target audience target audience connects to the target audience

Audio (App)

audio is properly recorded for full sounding audio does not meet audio is not properly recorded; audio is somewhat properly audio is properly recorded; audio is properly recorded;
criteria levels are not properly set and recorded; some levels are levels are properly set but mix levels are properly set and mix
proper audio levels set during editing mix competes with the visuals properly set and mix competes still requires adjusting to effectively complements the
audio mix complements vs competes with the visuals with the visuals complement the visuals visuals

Overall Commercial Effectiveness (App)

does not meet
overall commercial
overall high production quality and techniques demonstrates a polished well planned commercial production criteria demonstrates limited production
video clips have been trimmed to effective in and out points to visually communicate a clear story quality and limited effectiveness
to sell the product/service
overall commercial
demonstrates some production
quality and some effectiveness
to sell the product/service
overall commercial
demonstrates good production
quality and effectively to sell the
product/service
overall commercial
demonstrates high production
quality; communicates a clear
story and effectively sells the
product/service

Workflow (K/U)

does not meet Submitted more than 2 days Submitted 1 day past due date Submitted by due date but Submitted by due date - correct
1 file exported and submitted by drop dead deadline as an MPEG2 (.mpg) file past due date and/or incorrect file format and/ incorrect file format and/or file file format and name
criteria or file name name
file named Student Name_TV Commercial.mpg and submitted to teacher inbox on server

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