DMA PROGRAM CATALOG 2012

8/3/2019 DMA PROGRAM CATALOG 2012

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Academy of

Digital Media

ARTS

GST BOCES Wildwood Education Center Hornell, NY 14843

A New York State Regents Approved

Career and Technical

Education Program

Digital Media ArtsCourse Catalog

2011-2012


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Students in our program are expected to achieve a certication thatis recognized worldwide as proo o meeting standards in the eld oDigital Media Arts.

An Adobe Certied Associate credential certies entry-level skills toplan, design, build, and maintain eective communications, usingdierent orms o digital media.

Proessionals include the Adobe Certication banner on their

resume and portolio as an eective and valuable way to dierienti-ate themselves as uniquely qualied or that sought afer position,promotion or landing clients.

Te Adobe Certed Associate Exam is used as the Regents approved

national techncal assessment or the DMA program.

ValuableMedia Skills

EnhanceAny Career

Academy of

Digital Media

ARTS

AdobeCertifcation

NY RegentsEndorsement

WHAT IS DIGITAL MEDIA ARTS?Its effectively communicating ideasthrough words, sound and images usingdigital technology.

It encompasses all the 21st century skillsthat workers will need in the informationage, regardless of their chosen careerpath.

Its expanding rapidly as the result of theexplosion of technology and communica-tions, coupled with a growing interna-tional demand for content providers inentertainment, commerce and education.

OUTSTANDING JOB OUTLOOK:Talented artists who have developed amastery of artistic techniques along withadvanced computer skills will have the

best job prospects for this creative careeraccording to the BLS Occupational Out-look Handbook.

The advances in the internet, handheldtechnology and communications hasspawned huge global opportunities inmany areas.

As a New York State Regents approved CE course, students mayearn a echnical Endorsement on their high school diploma.

Tis endorsement symbolizes the students preparedness or theworkplace or college level work, having met the challenges o a

rigorous two-year training program recognized by employers.

Scan with your phone to view moreabout it at d maww.org/aca


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Why Choose DMA?Value Added Benets

AdvancedCollegeCredits

One goal o our program is to streamline thetransition rom high school to college and toavoid duplcation o instruction or our col-lege bound students.

So we have requested curriculumreviews by area colleges in order to establishadvanced credit

articulation agreements.

Having developed broad oundation skillsand a more ocused career plan, our gradu-ates easily transition into a successul post-secondary degree program.

Articulation agreements include:

Project-based learning is an instructionalmodel that involves students in investigationso compelling problems that culminate inauthentic product.

We use these strategies to help students applytheir technical skills and creativity to solvingreal worldcommunication problems by means o manyhands-on collaborative projects.

COMMUNITY SERVICE:

Every year, students have a chance to partici-pate individually or as a team in creating a

variety o design and media related productsor area schools, government, and other non-prot organizations. By working with rep-resentatives o these organizations, studentslearn valuable employability skills.

OFF-CAMPUS INTERNSHIPS:

Our students have the opportunity to pursuevaluable resume buildinginternships in a real-world businessenvironment where students learn on-the-job what it takes to succeed.

Tese one or two week unpaid internships

occur in a nearby work setting directlyrelated to school-based learning.

Students learn general workplace competen-cies and the knowledge required o specicjobs. In some cases, participating studentshave been oered employment opportunitiesas a result o these internships.

FIELD TRIPS:

Various educational eld trips help studentsgain a better understanding o the industryby seeing rst-hand career opportunities atmedia related rms in the regional area.

Students also explore options or post-secondary studies in the eld by visiting areacolleges oering Digital Media Arts relateddegree programs.

Scan with your phone to view moreabout it at dmaww.org/credits

Work-BasedLearning

Hands-onProject Based

Learning

SUNY College of Technology


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Academy of

Digital Media

ARTSFacilities & Equipment

Value Added Benets

MAC LabDesign Studio

PhotographyStudio

TV / VideoProduction Studio

RecordingStudio

GraphicsProduction

Center

Students work in a digital design lab that isequipped with the latest hardware and sofware technologytools. Tese items are careully chosen to emulate the kindo technology environment that is ound in leading edgedesign and media rms and used by todays most creativeartists.

HARDWARE:o Apple iMac & MacPro computer lab for 30 students

o Apple iPads for specialized applications

o Wacom graphic tablets for drawing

o Document and lm scanners for digitizing artwork

SOFTWARE:o Apple Final Cut

o Adobe Lightroom, Apple Aperture

o 3D Design & Animation Tools:

Blender, Maya, 3d Studio Max, Poser, Unity, Bryce

o Corel Graphics Suite

o Apple iLife Suite (iPhoto, iWeb, iMovie, iDVD, Garage Band)

o Apple iWork Suite

(Pages, Keynote, Numbers)

o Adobe Creative Suite CS 5.5

Master Collection

Te photography studio allows students to create beau-tiul portraits o their riends or amily in many dier-ent styles. With backlit shooting tables, students cancreate seamless product or ood photography or use intheir graphic design projects.

o Sky track rail system for studio strobes

o Lighting soft boxes

o Portrait backdrops & posing furniture

o Product shooting tables

o Professional Canon DSLR cameras and lenses

Students produce V commercials, news reports, inter-views and many other types o video content using ourmulti-camera set with live switching. With the greenscreen, they can use chroma key techniques to place the ac-tion in many dierent virtual locations.

o Sky track rail system for video lighting

o Audio microphones, monitors

o Sony GL2 video cameras

o Chroma Key Green Screen

o Live internet streaming

o Tricaster Studio Live Switching

An important part o a video production is the audio andbackground track. Students use our recording studio to pro-duce voice-overs, create music loops and sound eects.

o Allen & Heath 16 Channel Audio Mixer

o Studio microphones, monitors

o MacPro editing suite

o Apex 230 voice processor & effects

o M-Audio 88 key MIDI keyboard

o Akai MPD32 control surface

o Yamaha DD65 digital drum pad

o Octave 10 station CD/DVD duplicator

* Some equipment such as cameras or laptop computers may be borowedby students who meet stated criteria or specic eld assignments.

Designing great projects is only part o the un. Designs needto be in a tangible orm. Tats where our ully equipped pro-duction center comes into play.

DOCUMENT PRINTING & FINISHING EQUIPMENTo Xerox DC255 color production printing system

o Epson 8 color photograph printero Industrial cutting, binding and padding equipment

SPECIALTY GRAPHICSo Vinyl graphic cutter / plotter (signs, decals, vehicle graphics)

o HP 48 inch wide format printer (posters, signs, etc.)

o Laminating Machine

GARMENT IMPRINTING:o T-Shirt Transfer Heat Press

o Six color screen printing press


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o Assemble a photography gallery or exhibitwith a variety of student work to demon-strate knowledge of principles and techni-cal skills meeting professional standards.

o Design visual composition and stylistictreatments to meet client objectives utiliz-ing the design process.

o Effectively use industry standard tech-niques, equipment and software.

o Creative camera control of exposure,depth- of-eld, selective focus, freezingand blurring of motion.

o Lighting styles appropriate for the subjectand theme (portrait lighting patterns,3-point lighting.)

o Capture and manage image les using anestablished workow process.

o Use editing tools to enhance image qualityand impact (cropping, exposure, color, re-touching, special effects etc.)

o Appropriate distribution of images (forprint, mounting, and web publishing.

Compositional Studies Lines, Shapes, Form

Textures & Patterns

Tone & Monochrome

Color Harmony

Unusual Point of View

Emphasis & Impact

Photo Technique Action: Freeze, Blur, Pan

Off-Camera Flash

Macro Photos

Night Photography

Photo Essay Still Life

Natural World

Architectural

Events, Places, Stories

Faces & Emotions

Big (Perspective)

Commercial Studio Portrait in Studio

Portrait in Natural Light

Glamour Photography

Advertising & Product Shots

Food Photography

Professional

Knowledge

o Communicate verbally and in writing ontopics related to Photography with appro-priate use of technical language.

o Plan and produce a photo journalistic storycombining text, images and music designedto elicit an emotional response from atarget audience. (biography, documentary,childrens story, wedding or other majorevent)

o Write and present a formal critique of aprofessional artists portfolio or student

works, using technical vocabulary and thelanguage of design and composition.

o Write and present an article summary ona photography related topic siting profes-sional trade related journal sources.

Photography2011-2012 Course Outline (216 hours) | Year 1 Fall Semester

Academy of

Digital Media

ARTS

Students learn to see photographically through an exploration of the basic tools,techniques and aesthetics of digital photography, with an emphasis on the creative useof camera controls, digital imaging software, and an awareness of the critical issues in

contemporary photography.

Key Competency:Students will communicate verbally and in writing on topics relatedto photography with appropriate use of technical language. The Photography Courseconsists of approximately 216 hours of classroom instruction over a two year period.

Context P010 Technical Vocabulary

P011 Career Survey

P012 Photographer Proles

P013 Contemporary Trends & Practices

P014 Milestones in Photography

Visual Composition P021 Artistic Intent

P022 Principles of Composition

P023 Photographic Styles

P024 Critique

Camera & Lens P031 Camera Equipment Identication

P032 Lenses & Optics

P033 Camera Care & Handling

P034 Iconography (Features)

P035 DSLR Operator Certication

Creative Camera Controls P041 Exposure Triangle

P042 Reciprocity

P043 Capturing Motion

P044 Controlling Depth of Field

Color P051 White Balance

P052 Special Effects Filters

P053 Color Calibration

Digital Media P061 Image Size & Resolution

P062 Media Formats & Compression

P063 Image Defect Identication

P064 Professional Workow

Printing & Publishing P071 Legal Rights & Royalties

P072 Photo Sharing & Commercial Sites

P073 Photo Lab Services

P074 Mounting, Display & Exhibit

Lighting P081 Nature & Quality of Light

P082 Strobe Lighting Techniques

P083 Three Point Studio Lighting

P084 Metering & Lighting Ratios

P085 Portrait Lighting Patterns

Post-Production|Photoshop-1 P111 Cropping, Trimming & Re-sizing

P112 Layer Based Editing Techniques

P113 Selection & Masking Techniques

P114 Exposure Adjustment

P115 Color Adjustment

P116 Retouching & Enhancing

P117 Photo Restoration & Repair

Hands-on

Creative Projects

Technical

Competencies

ELA Academic

IntegrationPhoto Journalism


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o Produce an interactive demo reel witha variety of video and audio projects todemonstrate knowledge of media designand technical production skills meetingprofessional standards.

o Design visual composition and stylistictreatments to meet client objectives utiliz-ing the design process. (storyboard)

o Demonstrate effective use industry stan-dard techniques, equipment and software.

o Use creative cinematography (cameracontrol, shot types, camera angles andmovement)

o Design lighting treatments appropriate forthe scene. (3-point lighting)

o Demonstrate clear audio recording & edit-ing.

o Produce smooth post-production digitalediting, transitions and visual effects.

o Create quality titles and graphics usingdesign and typography principles.

o Publish media using appropriate distribu-tion formats; DVD, Web video, podcasting,and streaming.

M01 MEDIA CONTEXT M011 History of Film & TV

M012 Persistence of Vision

M013 Industry Overview & Trends

M014 Media Literacy

M015 Career Survey

M016 Production Workow

M02 PROGRAM DEVELOPMENT M021 Legal & Copyright Compliance

M022 Planning & Formats

M023 Script Writing M024 Laws of Time & Space

M025 Script Writing

M026 Storyboards

M03 VIDEO EQUIPMENT M031 Camera Operation

M032 Camera Lens

M033 Camera Support

M034 Cabling & Accessories

M035 Video Display & Recording

M04 CINEMATOGRAPHY M041 Composition & Framing

M043 Camera Shots - Distance

M044 Camera Shots - Angle

M045 Camera Shots - Movement

M05 LIGHTING M051 Lighting Styles

M052 Lighting Instruments

M053 Formula Lighting (3-point)

M054 White Balance

M06 AUDIO RECORDING M061 Functions of Sound in Film

M061 History of Electronic Music / MIDI

M062 Sound & Acoustic Principles

M063 Microphones

M064 Audio Connectors

M065 Mixing & Processing

M066 Digital Audio Editing

M07 POST-PRODUCTION M071 Video Editing Principles

M072 Digital Non-Linear Editing

M073 Titles & Graphics

M074 Visual Effects

M08 STUDIO PRODUCTION M081 TriCaster Live Switching

M082 TriCaster Editing

M084 Green Screen / Virtual Sets

M083 Streaming to the Web

M09 BROADCAST JOURNALISM M091 Broadcast Journalism

M092 Finding & Researching Stories

M093 News writing

M094 Preparing a News Program

M095 Reporting

Video Projects Video Montage

Interview

Advertising Commercial

Educational How-to Video

Music Video

Newscast / Podcast

SOUND & MUSIC PRODUCTION:

Create a musical montage

Change tempos, styles, musical keys

Create a radio spot with voice, music Create a dance song using loops

A revolution is taking place in the Media Communications eld as low cost digital toolsand the internet make it possible for anyone to become a content producer. As morevideo is being distributed on the Web, there will be a demand for individuals with

professional knowledge and skills to create media with high production values.The Media Communication Course consists of approximately 216 hours of classroominstruction over a two year period.

Professional

Knowledge

Academy of

Digital Media

ARTSMedia Communications

2011-2012 Course Outline (216 hours) | Year 1 Spring Semester

Hands-on

Creative Projects

Technical

Competencies

o Communicate verbally and in writing ontopics related to Media Communicationswith appropriate use of technical language.

o Research, write, report and produce abroadcast journalism style news featureshow, interview or podcast for internetbroadcast.

o Plan, write and produce a commercial, pub-lic service announcement or instructionalvideo for internet broadcast.

o Write and present an article summary on amedia related topic siting professional traderelated journal sources.

Curriculum Resources:

o Television Production & BroadcastJournalism Textbook by Phillip Harris(Goodheart-Willcox Co

o Center for Media Literacy

ELA Academic

IntegrationBroadcast Journalism


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o Design visual composition and stylistictreatments to meet client objectives utiliz-ing the design process (thumbnails)

o Effectively use industry standard tech-niques, equipment and software

o Page Layouts that attract attention throughcreative use of design elements andprinciples

o Color schemes that support the communi-cations objectives of the project

o Acquire and prepare appropriate imageryor graphics that enhance the message

o Select and use typography that is bothfunctional (readability) and expressive in astyle which meets design goals

o Digital output les correctly prepared forpublishing to print

o Web site pages formatted using correctlyfunctioning HTML with Cascading StyleSheets

Visual Studies Projects Color Value Scale

Project Color Scheme

Type Specimen Poster

Candy Wrapper

Type Personality Cards

Type as Design Element

Type Effects Projects

Corporate / Logo Design Pictogram Sign Series

Business Cards

Coordinated Stationery

Self Promotional Personal Business Cards

Note Pads & Stationery

Vinyl Stickers

Mouse Pad

Graphic T-shirts

Personal Tri-fold Brochure

Personal Web Portfolio

Web Publishing Projects Web Site Plan Document

Demo Web Site

Print Publishing Projects Photo Illustration Calendar

Advertising professionals combine skills in design, writing, strategic planning andbranding to develop integrated marketing campaigns in a wide range of media to reachand inuence specic target audiences.

Key Competency: Students will communicate verbally and in writing on topics related toAdvertising Design with appropriate use of technical language. The Advertising DesignCourse consists of approximately 216 hours of classroom instruction over a two yearperiod.

Professional

Knowledge

Academy of

Digital Media

ARTSAdvertising & Graphic Design

Hands-on

Creative Projects

Technical

Competencies

ELA Academic

IntegrationPrint Journalism

o Plan, interview, write, edit and layout aprint journalistic style feature article spreadcombing

o Create a professional marketing campaignfor a given product or service to includea written client brief (planning document)and a series of coordinated advertisingmaterials.

o Plan, design and publish a multi-pageprofessional web site with body copy andcaptions. (self-promotional portfolio site,

learning journal, blog site, etc.)

o Write and present an article summary onan advertising or design related topic. (siteprofessional trade related journal sources)

Context G011 Technical Vocabulary

G012 Communicating Ideas

G014 History of Graphic Design

G015 Career Survey

G017 Contemporary Practice

Color G021 Color Psychology & Symbolism

G022 Color Systems

G023 Color Wheel Relationships

G024 Choosing Color Schemes G025 Color Reproduction

Typography G031 Type Anatomy

G032 Type Classication

G033 Readability & Legibility

G034 Choosing Appropriate Type

G035 Type Effects (Illustrator/Photoshop)

Visual Elements (Illustrator) G041 Mastering the Pen Tool

G042 Line, Shape & Form

G043 Texture & Value

G045 3-D Perspective

G046 Drawing Techniques & Practice

Visual Principles G051 Balance, Proportion & Scale

G052 Hierarchy & Emphasis

G053 Positive & Negative Space

G055 Unity & Variety G056 Rhythm & Movement

Logo & Branding (Illustrator) G061 The Creative Process

G062 Graphic Reduction Technique

G063 Pictograms

G064 Typographic Logos

G065 Abstract & Symbolic Logos

G066 Corporate Identity

Print Design & Layout (InDesign) G071 Page Layout Principles (C.R.A.P.)

G072 Page Anatomy

G073 Formats, Sizes,

G074 Pre-press Workow

G075 Printing Paper Stocks & Sizes

G076 Printing Processes

G077 Choosing Outside Print Services

Web Design & Layout (Dreamweaver) G081 Internet and WWW Context

G083 Site Design Process & Planning G084 Web Publishing Tools & Services

G085 Coding with HTML & CSS

G086 Page Layout & Navigation

G087 Graphics & Typography

G088 Domain Registration & Hosting

Imagery (Photoshop-2) G121 Artistic Selective Cropping

G122 Image Combining & Compositing

G123 Image Manipulation

2011-2012 Course Outline (216 hours) | Year 2 Fall Semester


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Academy of

Digital Media

ARTSProgram Advisory Council

Our Advisory Council is a vital link to industry proes-sionals in digital media and design related elds. Teyare a group o people who advise our program about theeducation needs o our students as they prepare or acareer in the visual communications elds.

Tese proessionals provide guidance and expertise inwork-related areas such as the impact o rapidly chang-ing technology, the current labor market, and the avail-ability o post-secondary opportunities or our students.

Council members also assist in evaluating program cur-riculum and objectives, planning or continuing im-provement o our program and development o budgetand equipment priorities.

We are grateul to the ollowing proessionals or theirparticipation in our Advisory Council or our program:

INDUSTRY PROFESSIONALS:

o Andrea Burdick - Composing Department Manager,

Gateway Media / Hornell Evening Tribune

o Shane Henry (Alumni - DMA class of 2004) Web Design

S&S Multimedia & Designo Garrett Hamilton (Alumni - DMA class of 2007) Photographer

Hamilton Imaging

o Frank Spitulnik - Owner

IB Design Studios Web Design, Hornell, NY

o Robert Kolich, Director R&D Technical Services,

Fisher-Price East Aurora, NY

o Steve Derrick Executive Group Manager Vicarious Visions, Inc.

Activision Game Company, Albany, NY

o Linda Donaldson Graphic Designer

ImagineDesign, Inc. Canisteo, NY

o James Moore Owner

Mystic Media Web Desgin, Hornell, NY

o Robert Peisher Owner

Peish Video Productions Hornell, NY

o Keith Guthrie OwnerNew Life Printers Hornell, NY

ACADEMIC FACULTY:

o Constance Pennisi Digital Media & Animation Professor

Alfred State College

o Larry Neuberger, Digital Media & Animation Professor

Alfred State Collegeo Tammy Brackett, Digital Media & Animation Professor

Alfred State College

o David Higgans, Fine Arts & Design Professor

Corning Community College

o Molly Cagwin, Communications & Humanities Professor

Corning Community College

o Bonnie Booman High School Art Teacher

Alfred-Almond Central School

o DMA FACULTY:

Gary Acker, Katie Crandall, Wildwood Campus

Dale Robie, Coopers Campus

Deb Seeley, Bush Campus

DMA students match their knowledge and skills againsthundreds o CE students rom across the region andState to compete in the Skills USA Competitions. We

celebrate the success o our students.

NEW YORK STATE

Advertising Design - 1st Place 2009

Photography - 1st Place 2007

REGIONAL AREA

Advertising Design:

1st: 2011, 2nd: 2004 & 2010, 3rd: 2003

Photography:

2nd: 2010 & 2011, 3rd:2011

TV & Video Production:

2nd:2009, 3rd: 2011

Job Interview - 1st: 2004

Pin Design - 1st: 2004, 2nd: 2003, 3rd: 2004

CELEBRATING SUCCESS

ylerNilson - StateChampion1st PlaceAd Design


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Academy of

Digital Media

ARTSAlumni Testimonials

Beore DMA,I ound mysel

hoping that HighSchool would justend. Now I amlooking back and

wishing that I was still inclass. I have come a long waysince my rst step inside thatclassroom, rom the teaching...

eld trip experiences, to the

vast amount o resources I hadavailable.... I ound a possible

uture or mysel, which I amgrateul or. Tank you, Mr.Acker, or all the experiencesin those two years.

Joshua Jones (2011)

Without adoubt, Te

Wildwood Digi-tal Media Arts

program hasmade me who I am today.Te program got me into

places I would have neverhad thought possible andallowed me to accomplish

my goals as a pro photogra-pher.Garrett James Hamilton,

Hamilton Imaging (2007)

Te DMA pro-gram has beena great experi-ence. Without it,I dont think I

would be going or a de-gree in the DMA programat Alred State College

Tanks or everything!Brandon Butler (2011)

Not only was theDMA programenjoyable and un,the knowledge astudent gains rom

this course can be applied inso many diferent situations.o this day I continue to use

that knowledge in everydaylie. :)

Erin Stephens (2010)

DMA was themost enjoyable

course I haveever taken. Itwas a place Icould accomplish

my goals and improve myskills. Because o this classI now have an opportunityto be a developer. I loveand miss this class. Tanks

or everything!

Ben Paladino (2010)

I just trans-erred collegesand majors,and I will havea head start in

getting my music produc-tion degree, thanks to Mr.

Acker, and DMA.

Justin Sick (2008)


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Te Academy o

DIGITAL MEDIA ARTS

Wildwood Education Center1126 Bald Hill Road - Building #6Hornell, NY 14843Phone 607-281-3146

DMAWW.ORG

eacher:

GARY [email protected]

eaching Assistant:KAIE [email protected]

What is DMA? Te Academy o Digital Media Arts is atwo-year (900 hour) project based Career and echnicalEducation program or high school students who wantto explore the exciting, rapidly growing and changingworld o visual communications and new media.DMA is a rst step toward a uture in graphic, adver-

tising and web design, photography, audio and musicproduction, animation, game and app development, V

video production, visual eects and many more mediarelated elds. I you love to create, this is the programor you.

Photography

Advertising - Graphic Design

Media Communications

Career Development

Animation

FACEBOOK.COM/DMAWW

TWITTER.COM/DMAww

an with your phone to

w more about DMAWW

DMA PROGRAM CATALOG 2012

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