Students are required to defend the choices they make when designing and developing their video work. This requires the student to articulate their position in relation to a selection of conventional approaches to video production demonstrated in the work of either: contemporary practitioners; existing genres of video or film production from a specific era of film/video making; or established techniques or motifs observable in particular industries (e.g. advertising, music industry, mainstream cinema, games, art cinema, etc. ) The articulation of the students' choices in designing their work is given in the 'Pitch' they initially present, and the written rationale which is adapted to support the submission of their final work.

The student will explore features of conventional video production from the perspective of the techniques employed in their own work. These techniques will variously relate to the presentation, or resistance to the presentation, of narrative. Other features which may be addressed will relate to continuity of form, unity of plot, use of dialogue or sound, and the prioritisation of content over the aesthetics of form (or vice-versa). Students will have the opportunity to negotiate these criteria when designing their work, and will need to support their creative choices with a written rationale which situates the video piece in relation to orthodox practices in audio visual time based work (e,g film and animation). Students will have full control over the design and development of their work from the editing techniques employed to support narrative/non-narrative; continuity/discontinuity of form; film sound (e.g. acoustic properties, dialogue, music); use of textual elements (e.g. title sequences, credits, or other experimental or non-orthodox uses of typographic information).