Here is an interview with Kirk DuPonce. Three years ago, he decided to go out on his own and be a freelance cover designer, opening DogEared Design. In this interview, he talks about the coincidences that jump-start a career, pleasing clients and working for free in exchange for exposure.

MODULE 5: Lesson 12,13 and 14

Learning Outcome 5:

On completion the learner should be able to identify and describe the various
media that typically make up a digital media product.

Learning Outcome 7:

On completion the learner should be able to identify the function and audience
for a range of digital media products.

Learning Outcome 8:

On completion the learner should be able to describe and use a media asset

Proof of Concept

Proof of concept puts your initial ideas into a visual format, so they can be discussed and built upon. A proof of concept is a ‘mock up’ of how your digital media product might look. Designers use POC’s to demonstrate that their concepts and ideas will achieve the client’s requirements. The POC should illustrate an understanding of the needs of the product’s or service’s audience and the use of appropriate media for the target audience.

The POC may be produced as a prototype rather than the functional product. The prototype is made to look exactly like the product but without the product’s full functionality.

Examples of Proof of Concepts (From Wikipedia):
  • Sky Captain and the World of Tomorrow, 300, and Sin City were all shot in front of a bluescreen with almost all backgrounds and props computer generated. sincity.jpg Both used proof of concept short films to demonstrate how their finished product would look, and the technical capabilities of the medium. In the case of Sin City, the proof of concept short made by director Robert Rodriguez was also used to convince Frank Miller (the author and artist of the original graphic novel series) that his work would be treated in a respectful manner and thus to approve the release of the movie rights. Supposedly, Rodriguez also used the proof of concept to convince the actors he wanted to cast in various parts.
  • The computer animation specialists Pixar sometimes create short animated films that include a proof of concept of a technically difficult task. Their short film Geri's Game (1997) included proofs of concept of the animation of cloth and of human facial expressions. These techniques were later used in the film Toy Story 2 (1999).
  • Similarly, in preparation for the creation of the film Finding Nemo (2003), the team created several short proofs of concept to experiment with the animation of water movement, the tentacles of a sea anemone, and the slow appearance of a whale swimming toward the camera from a long distance. These proofs of concept demonstrated ways for the team to accomplish difficult technical tasks, or proved that a particular creative concept "worked" (or didn't work).


lightbulb.jpg Your client is a college campus that has contracted your team to develop a concept for a digital media product to illustrate external campus facilities that will benefit students e.g. parks, cafes, transport, etc. The client has requested three design options/alternatives to prove your team's concept.

1. Project Management.

1.1 Use a wiki to manage and record the development of this project and manage its media assets.
1.2 Form a production team comprising a graphic designer a photographer and yourself as the producer
The following table illustrates your multiple roles in this project. As a producer you develop your own design option using the photos and graphics supplied by other team members:

2. Team Capability Video.

A Capability Statement/Video tells/shows potential clients what you and your production team are capable of. When prospective clients enquire about your services or products, you can send them a Capability Statement/Video to demonstrate your past achievements and your capability to meet their requirements. Go to this site to read more about Capability Statements.

2.1 Go to the Animoto site and create a Capability Video to introduce and promote your production team. Go to this wiki's photo gallery for photos of your team members.
2.2 Post your video to our class "Digital Media Projects" blog site ( Go to using Username: Password: tafemm207
2.3 Click the following image to view an Animoto promotional video for our class.

3. The Proof of Concept Report (40% Subject Assessment)

3.1 Develop a suitable concept for the target audience that will achieve the client's requirements.
3.2 Complete an analysis of the target audience to justify your design concept and selection of media.
3.3 Prepare a storyboard illustrating your ideas for implementing your concept.
3.4 Prepare a Proof of Concept (POC) report in a business format suitable for submission to the client. Your report will include links to your production team's capability video and your project management wiki.

4. Digital Media Product. (40% Subject Assessment)

Use your storyboard to brief the production team on your requirements and use the resources supplied by your team to produce your digital media product.

Produce the PowerPoint slides specified by the Producer.

Produce the photos and or video specified by the Producer