MOVEMENT GC

19 20 20 18 [77]

AO1: The candidate had referenced wide ranging contextual sources to establish a comprehensive set of ideas associated with movement and

had completed an initial analysis of existing advertisements. There was evidence of secure written analysis and a range of visual responses

showed the candidate’s substantial understanding of the work of Brent Coffman and Lichtfaktor. In the work of the former photographer, the

candidate might have examined composition in greater depth to ensure more confident studies within the design development. The candidate

was able to use the work of both photographers to generate strong ideas of his own.

AO2: Four initial ideas had been developed in considerable depth and the candidate had revealed a competent and confident exploitation of

appropriate software. Emerging designs had been effectively evaluated and refined accordingly. Within this body of work, several personal ideas

emerged and an asymmetrical design had been selected for further development and refinement. The candidate finally decided, however, to

revert to a design which contained a stronger focus on the promotional product. Whilst the candidate should be given credit for this sound design

decision, the symmetrical format of the final design was quite derivative of existing advertisements and the candidate’s own ideas had now been

somewhat subordinated.

AO3: Many imaginative initial ideas had been established, predominantly derived from the candidate’s own extensive and purposeful

photography. A wide range of inventive digital and traditional techniques had been employed to portray movement and to establish avenues for

further exploration. Critique of these ideas was relevant and effective.

AO4: The candidate had produced a very substantial body of work, extremely well organised with a clear progression and coherence. The

outcome was an effective, striking advertisement that was entirely fit for purpose. The commendable breadth of design studies revealed

considerable potential; perhaps through more perceptive selection and discrimination, the candidate’s original creativity might have emerged

more strongly within the final outcome.