When producing a digital media outcome, a number of different processes are involved to help communicate, manipulate and refine design ideas effectively and meet the specifications of a given brief. This case study looks at how Jonny Kofoed from Assembly Lltd created an animated television commercial for the Pams food brand and examines the role of planning, communication and modelling in that process.

Characteristics of Technological Outcomes

• Resolution of form and functional priorities.

Technological Modelling

• Use of technological modelling practices to manage risk through exploring and identifying possible risk factors associated with the production of an animated commercial for TV viewing

Context-specific Technological Skills and Knowledge

• Digital media tools and techniques
• Concepts and techniques relating to human factors in design

• Pams website (which features the Summertime with Pams movie) – www.pams.co.nz
• Developing the look – www.jonnykofoed.com/pamsfx.html
• Jonny Kofoed's other projects – www.jonnykofoed.com
• How to Make Animatics – www.youtube.com/watch?
  v=HUQMjbxO3KQ

Discussion starters (Years 11-13)

• Explain the processes used to communicate, manipulate and refine initial design ideas for the commercial into its final animated design for TV viewing. Discuss the concept of 'good design' as it applies to this type of digital media outcome.
• Discuss the practical and functional reasoning underpinning the modelling which took place in the development process.
• Justify the fitness for purpose of the final outcome in terms of the physical and functional nature of the advertisement and the socio-technological environment it was designed for.
• Discuss the following terminology in relation to the development of the final advert: Rebranding process; Aesthetic thinking; 'Creating a discipline for animation; Animatics; Compositing; Codes of Practice and Industry Standards.