SUMMARY

• Introduction

• Project Brief

• 1-Deliverables? 

• 2-Concept? 

• 3-Budget vs Impact? 

• 4-Licensing 

• 5-Timeline? 

INTRODUCTION

What is it about photoshoots that make them such a hassle? Every shoot, big or small, has complexities—even those with budgets the size of my student debt.

If you are someone who books photographers for your brand, or a photographer yourself, you are going to want to read this.

After almost 16 years of being a professional photographer, I have perfected the art of the creative call––those friendly, early conversations that set a shoot in motion.

So I took a moment to distill and write down the essential questions from the first call with a new client that saved time and money through the entire project.

These five questions I ask on that first call, even before I bid on a project, are fundamental as they set the tone and trajectory for the entire shoot. More importantly, however, these questions save everyone time and money by focusing on the essential variables for creative success.

I want to preface this by saying being able to answer these questions is more important than the answers themselves. 

What do I mean by that?

Planning a shoot is a fluid process, and I expect the answers to the following questions to change frequently up to the day before the photoshoot. The whole point of planning is to visualize and adapt the path forward.

These questions help shape the way we think about the way forward—understanding how a change in one decision ripples across the entire project. Marketing placement influences licensing, exposure, and even lighting. Timeline impacts budget and editing options. Concept influences everything.

This article only concerns itself with that first conversation between the client's in-house team and the photographer. As such, any answer you may give to your photographer or hear from your client is only meant to be approximate but is still extremely helpful.

So think in ranges and ballpark numbers, not fixed quantities. 

PROJECT BRIEF 

Project Type:  On-model brand photoshoot on location. 

Client Profile: A popular medium-sized, consumer-facing apparel brand with a substantial social media presence and flagship retail locations in New York, Chicago, and Los Angeles.

1- DELIVERABLES

Still Photography

How many final images are you looking to have retouched, licensed, and delivered?

Start with the bare minimum to help your budget. You can always add more later if there is room. Every image library I deliver organizes itself around a definitive number of "hero shots" to bolster quality. For example, 15 'hero shots' typically result in a library of 200 alternatives to choose from and use in different marketing channels.

Video - Edits

What type of edits do you need?

We don't deliver video; we provide video edits. Think in terms of run times—2x 15" for social, 45" for a homepage, etc. 

We can have another conversation if you want to do the editing yourself.

Depending on the project, some creators are comfortable handing over the footage or will insist on plating the final version themselves. Either way, it is crucial to have a clear idea of the length and eventual placement before we start to capture. Just remember that video is not as versatile as still photography in this regard–we need to get into specifics upfront.

Video - Placement

Where will the viewer see the video?

Because video is not as versatile as still images, how I capture footage has everything to do with where the video will live.

How we shoot for a 2-minute anthem piece for your luxury resort homepage differs from 15" edits for Instagram stories. Video placement tells us a lot about the audience consuming the media and their attention spans on any platform. Video placement also influences camera movement, talent engagement, and technical settings such as exposure, frame rate, orientation, image quality, and file size.

Still Photography - Placement

Are you thinking of any printed marketing materials?

This variable breaks down into two categories.; print or digital.

When I am involved in the early conversation about a project, all I need to know is if print media will result from this shoot. Print requirements can change throughout pre-production, but learning about print needs as early as possible is vital. Not to get into specifics, but there is a world of technical difference between a full-page print ad and a social media post.

2-CONCEPT

What is your general concept?

High fashion editorial shot in a vast expanse of landscapes. Or a lifestyle shoot where the camera is along for the ride with a group of close friends as they road trip across the country etc,. This is an excellent time to share images that inspire you. Reference brands whom you admire their photography and brands your customer also follow.

 

3-BUDGET vs. DESIRED IMPACT

What is your budget?

This topic is significant, and I don't expect anyone to know for sure right away. However, use the following as a framework to think about your creative budget.

How to make your budget proportional to the desired result.

10-15% of the total ad buy or the needed result in sales is the standard formula in the advertising world.

So if your newest collection needs to garner $500K in sales, then the budget of all the creative assets representing that collection should start at $50K. This amount could split across multiple smaller shoots tied to the same collection. 

This genius time-tested industry guideline ties quality to quantity—scope to budget and reduces many headaches and awkward conversations about money.

I usually skip this question if the client needs more guidance or time or just plain does not know, which is fine.

Sometimes clients come only with their budget and look for help to concept and plan the best shoot for their dollar. I like these clients as they are open and flexible when their budget is not.

4- LICENSING

How long will you need these images/video edits to run under your brand?

What is popular with my clients is a one-year digital with an option to extend into print at a per-image fee. This option saves them a lot of money upfront while keeping some built-in flexibility. Your models' agents will ask this question immediately, so be ready to answer when you inquire about their availability.

5-TIMELINE

When do you need your deliverables to be delivered in-house so you can start working with them?

In my opinion, you should be shooting no later than three weeks prior. Two weeks if you are handling the editing yourself.

 

FINAL THOUGHTS

Obviously, the first call is a conversation, not an interview, so allow others to expand on their answers and let them speak freely through the entire project. Do this, and you will discover new ideas to send your art direction over the top. If you are an active listener, you will be fine.

Lastly, there are more than five questions to ask, but these five are essential. Common additional questions are "What about my work do you like for this project?" or "Can you tell me about past photoshoots and what went well and what did not?"

First conversations will not make or break your project; however, a thoughtful call sets expectations, saves times and prohibits costly surprises.

Stay hungry my friends.