Topic outline

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    Digital Media and Design overview


    Component 3
    Example Candidate Response - Low

  • Final outcome
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      The final outcome is a short video containing a series of still frames. Some of the images are not consistently in focus. The candidate has sought to combine freehand drawing with lens-based images and colour fields. Some images appear to be overlayed. The candidate has also included some notes and has sought to establish a sense of narrative, however this is not consistently resolved, and the action is not always clear.

      Rather than an animation with developed characters and backgrounds, this work is comprised of physical and digital sketches produced earlier in the process. Marks would therefore be limited in AO2, AO3 and AO4.

      The work does not realise the candidate’s intentions as they are described in the proposal. As a result, marks would be limited in AO4. A rough cut of an animation would have gone some way to provide an appropriate digital response and demonstrate engagement with the investigation.

  • Written analysis

    • Slides 1 - 4

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      The candidate identifies their theme, media, target audience and their goal. The goal provides a brief description of the final outcome. This demonstrates a basic ability to communicate ideas. The candidate provides a copy of their online proposal to provide context. The proposal also serves as a narrative plan for the animation. This demonstrates an adequate ability to reflect critically on work and progress. Marks are awarded in AO1 and AO2.

    • Slides 5 - 8

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      The candidate provides three examples of artists' work for their research. These include digital artists and film makers and are appropriate for the candidate's chosen area of study. This is rewarded in AO1. The brief descriptions and illustrations provided, demonstrate a limited skill in recording insights relevant to their intentions. The relatively narrow scope of research, whilst interesting, is not varied enough to significantly benefit the progress of the work.

    • Slides 9 - 12

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      In this work the candidate shows how they have gone about learning new skills to be able to realise their work. The slides include some notes, lists and examples of the work for others. The evidence of the exploration of media, and development of concepts is limited and these provide basic evidence for AO2 and AO3.

    • Slide 13

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      This slide shows the candidate working with digital animation tools and software. This would be recognised in AO2. However, the very brief notes and a single photograph on a single slide demonstrates a limited ability to explore relevant materials and technology.

    • Slide 14 - 18

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      The candidate continues their development work by referring to an earlier idea. This is illustrated and demonstrates a satisfactory command of design elements. The candidate then goes on to write a script, which contains dialogue and descriptions of action. This demonstrates good communication of the candidate's ideas.

    • Slide 19 - 24

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      Pages from the candidate’s sketchbook are presented with some notes. The candidate mentions other sources for designs and models, but this process is not explained, and the sources are not referenced. This would be rewarded for AO1, but would be improved by better referencing of sources and some analysis or explanation. Some of the slides contain little evidence of the development of ideas with reference to the brief. This would limit marking in AO3. Other slides contain character descriptions and action poses. The candidate uses appropriate technical vocabulary and seeks to integrate written and practical elements. Amongst the drawings of action poses, the candidate demonstrates connections between digital and design elements. However, this work tends to be limited. The characters do not appear to be developed to the extent envisaged in the proposal on slide 4. This would be reflected in the marking of AO3 and AO4.

    • Slide 25 - 27

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      Photographs of storyboard thumbnails from the candidate’s sketchbook are presented. The thumbnails are hand drawn accompanied by notes. This work communicates the candidate’s ideas well. These slides provide evidence of a more sustained approach. Here the candidate makes progress and begins to realise their personal intentions. The quality of some of the thumbnails demonstrates the candidate’s ability to control design elements. There is also an emerging sense of engagement with the investigation and autonomous progress. This would be recognised in the marking of AO2 and AO4.

    • Slide 28 - 37

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      A detailed record of feedback is provided. Although the status of those providing feedback is not clear, they provide valuable insight into the progress of the work. The feedback provides encouragement to the candidate where it identifies specific strengths in the creative work. Some of the feedback praises the progress made so far and offers ideas for further development. The feedback also recognises where the work is weaker and where the candidate needs to improve. The candidate has done well to gather this quantity of feedback. This would be reflected in the marking of AO1, however, marks in AO3 would be limited as they are not awarded for gathering feedback alone. Marks in this AO3 are attracted by an analytical understanding informed by feedback gathered during a focused investigation. An analysis of the feedback is not provided here. The candidate appears not to have developed their work as a result of the feedback provided. This is reflected in the final outcome.

  • How the candidate could have improved

    • Higher marks would be attracted in AO3 if the candidate had provided a written and visual analysis which went beyond research notes, gathered feedback, and a script. The written analysis should be about the creative process, rather than simply a description of activity. The written analysis should focus on the development of the investigation and a critical review of its progress.

      The investigation would be significantly improved if the candidate had analysed the feedback they had gathered. A relatively large sample provides an opportunity to recognise recuring comments and patterns of opinion. The candidate could have used quantitative and/or qualitative approaches to their analysis. This would have attracted higher marks in AO1 and AO3. Marking in AO3 would have been improved where the candidate describes the implications of their findings and applies this to their work. This relatively sophisticated approach would also demonstrate a level of engagement and independence which could be rewarded in AO4.

      The animation would have benefited from the candidate gathering more information in preparation for the activity. The candidate could also have considered a broader range of sources, for example, by including books, magazines, personal photographs, experimental artwork, or descriptions from literature. This would attract marks in AO1. The candidate mentions the work of several digital artists and film makers, however the development of the candidate’s ideas would have benefited from a more focused investigation into the chosen artists. The work would have also been improved by considering a broader range of creative practitioners.  This would have provided the candidate with the potential for idea development, alternative ways of working and an expanded vocabulary of visual language.

      The characters for the animation remained underdeveloped during the investigation. There is also little evidence of the development of backgrounds for the characters. The characters in the final outcome are those which are found in the storyboard and early sketches. The work would be significantly improved if the candidate had built on the qualities of the thumbnails and developed rendered characters and backgrounds. This would have attracted marks in AO2, AO3 and AO4.

      Marks in AO4 are attracted where intentions are realised. The investigation intended to develop a moving animation but this was not available. Even a rough cut of an animation would have gone some way to provide an appropriate digital response and to demonstrate engagement with the investigation.

  • Outline Proposal Form

    • Outline proposal forms are no longer in use for this syllabus for entries from 2022 onwards. As part of teaching, you should give guidance and feedback to candidates on whether their coursework title is suitable.

      It is good practice for candidates to write a project proposal for Component 3 before they start, outlining what their Personal Investigation will be about, where they will start their research, any materials and equipment they will need, and how they will manage their time during the project. This does not need to be submitted to Cambridge for approval but should reviewed with the teacher at the start of the project and as it develops.