Advanced Certificate in Art Direction
Culture and Arts - Film Television and Video
Purpose and Rationale
Purpose: The purpose of the Advanced Certificate in Art Direction is to provide learners with the specific, required skills necessary for an 'all-rounder' Art Direction learner both in local and international contexts. Various creative departments within an institution must allow for learners to regularly practice skills in collaboration with the Photography, Film, Acting, and Animation departments, mimicking the requirements and interpersonal skills necessary to succeed professionally.
Qualifying learners will be able to:
- Demonstrate a skilled level of technical proficiency over the tools, processes, and practical application of techniques used per best-practice standards of the entertainment industries.
- Understand ethical conduct in a multi-cultural, difference-friendly, and high-pressure environment.
- Practice professionalism while closely working 'on set' with actors, models, and performers of different cultural backgrounds.
- Take direction and methodically follow briefing instructions from art-directors, producers, and the like.
- Evaluate issues and practice problem-solving within restricted scopes of timelines, budgets, and available tools and materials.
- Practice interpersonal communication to successfully work as part of a creative team.
The qualification provides learners with the opportunities to practice and develop the necessary interpersonal skills, theoretical knowledge, technical skills, practical techniques, conceptual and creative know-how.
Rationale: This qualification provides art-oriented learners with an Advanced Certificate in Art Direction. This qualification is grounded in a skills-based foundation with a theoretical component complementing their practical output. Modules provide opportunities for learning the specific skills necessary for an 'all-rounder' art direction learner and with a secondary intention of enabling the learner to become aware of which direction they want to specialize in, either in practice (in a professional or personal capacity) or during further studies.
The qualification speaks to the needs of the Entertainment industries for skilled and entry-level crafts-practitioners. This qualification promotes multi-skilled practitioners to meet the demands of the Film, Television, Theatre, Advertising, Fashion, and online Creative Content Development sectors. The ever-growing entertainment and media industry offers various economic opportunities and employment locally and internationally.
Regarding the Film and Television industry specifically, there are a few points to note:
- This Institution strongly affiliates with the CFC (Cape Film Commission) which recognizes the value of having a strong base of industry-trained learners.
- The South African Government recognizes the significant role played by the Film and Television industry in our economy and the Department of Arts and Culture (DAC) provides assorted incentives to promote the attraction of 'foreign-based film productions to shoot on location in South Africa; to assist local film producers in producing local content and assist local emerging black filmmakers to take up big productions and thus contribute towards employment creation.
- The qualification falls in line with the ethos of the DAC's mandate, which 'develops and promotes arts and culture in South Africa, through mutually beneficial partnerships to ensure the sustainability of the sector).
Learners can further their studies through diplomas or degrees in Film, Fine art, Design, and Visual Communication studies.
Outcomes
- Assist a Director, Producer or Art Director with the physical creations necessary for the visual realisation of a specific project(s) by selecting and applying the appropriate methods, procedures and techniques regarding all practical modules.
- Take responsibility and act by: Pre-production and production phases of television, film and photography Enterprises. Safety procedures and 'set etiquette' on a production, photoshoot or similar professional environments. Health and Safety requirements regarding the operation of power tools and use of chemicals about Props fabrication and Sculpting and casting.
- Search for, choose appropriate information and apply basic processes of analysis, synthesis, planning, evaluation and production regarding: Research-based assessments about both theoretical and practical modules. Problem-solving for specific issues that may arise during the execution of practical projects and assessments. All planning, pre-production or conceptualisation phases regarding practical output.
- Demonstrate an informed understanding knowledge regarding industry-specific terminology, key terms, concepts, general principles, rules and theories related to the following: Art direction as a discipline within the Television and Film, Fashion, Theatre and online Creative Content Development sectors. History of Make-up, Television and Film as well as wardrobes throughout history. Contemporary trends regarding art direction in online and print creative content development/media. Basic photographic, technical considerations for composition, sharpness, exposure and lighting are about food, portrait and fashion stills.
- Demonstrate an understanding of the ethical implications of one's decisions and actions regarding the conceptualisation, planning and the visual realisation of Special effects make-up, Sculpting and casting, Property fabrication, Photography and Digital Media as well as Set design projects and assessments.
Assessment Criteria
Associated Assessment Criteria for Exit Level Outcome 1:
- Practically demonstrate effective use of special effects make-up techniques as per specific briefs and time allocation.
- Demonstrate the best possible manner of creating a specific prop, sculpture or design by determining and evaluating timelines, budget, and available materials and tools.
- Identify, analyse, apply and research the best possible techniques, methods, and procedures to solve art-related problems within familiar and unfamiliar contexts.
- Create realistic (life-like) and stylised props and artworks using pre-determined techniques, materials, and procedures.
- Demonstrate a practical and realistic reproduction and enlargement of drawn and painted artworks according to scale, size, and proportion.
Associated Assessment Criteria for Exit Level Outcome 2:
- Produce a Work Integrated Learning (Wil) portfolio of evidence showcasing detailed formative feedback from the lecturer and client (director/ producer/ photographer) regarding the learner's skillset, accountability, and professional conduct in a working environment over a set period.
Associated Assessment Criteria for Exit Level Outcome 3:
- Write comprehensive essays to demonstrate reflective, caring, creative, and critical thinking abilities regarding the learner's own and relevant artist's practice.
- Draw up a comprehensive plan regarding workspace set-up, budgets, timelines, and production of any specific- or combination of skills and resources necessary as per briefing.
- Create industry-ready unique 'characters' or 'creatures' demonstrating the synthesis of specific outcomes about Conceptualising and Planning, Special effects make-up, Full body painting, and Property and Costume fabrication.
Associated Assessment Criteria for Exit Level Outcome 4:
- Conduct appropriate visual research toward the planning of all practical assessments, usually compiled in a visual diary or 'lookbook.'
- Demonstrate the evaluation of lighting and the ability to select the appropriate procedures and methods to effectively photograph special effects make-up, props, sculptures, or moulds about the output of the qualification.
- Select, analyse, and synthesise evaluation of information by factually correcting and engaging presentations and essays.
Associated Assessment Criteria for Exit Level Outcome 5:
- Make all designs and creations according to peer-reviewed ethical standards and do not subscribe to any racist, sexist, transphobic, homophobic, or culturally appropriative behaviors.
- Produce and present critical research-based evaluations about the learner's own social identity about 'others' in a slideshow or writing and assess formatively or with peer-review.
Integrated Assessment:
- Due to the practical nature of this qualification, learners receive assistance with the achievement of outcomes per module through continuous 'hands-on' formative feedback.
- For summative assessments, the learner's performance is evaluated based on the demonstration of their competence in the application of the outcomes of each module.
- 'Formal' summative assessments (Mid-year and End of year) run twice a year and require learners to produce practical work for assignments under the supervision of their lecturers.
- These major summative assessments require a learner's demonstration of the integration of part or all of the Exit Level Outcomes (ELOs) about the qualification.
- For the Final 'major' summative assessment, the department appoints external examiners from outside this institution to assist in evaluating the practical work of learners.
- Regarding Work Integrated Learning, Film companies recruit learners to assist on outside productions.
- After that, each learner submits a portfolio of evidence accompanied by documentation, including photographs and letters his/her head of the department and the director or producer.
- Wherever possible, lecturers visit learners on set and compile a portfolio of evidence on their performance in the workplace.
- The Institution keeps these reports on file for reference and a later assessment of the learner concerned.
Qualification Details
- Type
- Advanced Certificate
- NQF Level
- 06
- Min. Credits
- 120
- SAQA Source
- More Information
Education Cost Calculator
This page includes information from the South African Qualifications Authority (SAQA) . Builtneat Pty Ltd trading as Study Start, has modified all or some of this information. SAQA has not approved, endorsed, or tested these modifications.