Why Are Lifestyle Photoshoots So Expensive?

Summary

• Casting

• Location

• Permits

• Scouting

• Transportation

• Props & Wardrobe

Introduction

At the risk of oversimplification, an effective lifestyle shoot is a recreation of realistic, candid everyday moments. An illusion, to be blunt. Real moments just with flattering light and professional models. An illusion to make you forget you are looking at a photograph at all but rather an actual snippet of everyday life that you can empathize at the moment.

Simple but not easy. For good reasons, this illusion requires more budget than any other shoot.

Remember, lifestyle images are recreations of everyday life that your viewer can empathize with and aspire to. If you cut too many corners, the illusion crumbles, setting your brand back and doing more harm than good in the eyes of your audience. This risk is inherent because there is a fine line between authentic and cheap.

Casting

Lifestyle shoots are tricker to cast because you are looking for models with the expressive range of an actor. This may not be more expensive, but it does take more time to find the perfect fit for your project.

However, most lifestyle photoshoots that I have been a part of require casting multiple people, which counts for a significant increase in budget over, let's say, an editorial shoot. This reason is linked to the original goal to pull off the illusion of everyday life, which we experience with close friends.

Finding the right group that fits the project and the brand, and who happens to be available is a huge win. Negotiating rates and usage terms is the next hurdle. Please take my advice and hire a producer or casting director. Their fees are often covered by saving you money on talent fees and freeing up weeks of emails and phone calls.

Location

Real life doesn't occur in one location, so our shoot can't either. You need multiple locations in one day to pull off the illusion. But not just any site will do. Photogenic, wide-open locations with multiple shooting angles are what photographers are great at identifying. 1-3 shots or looks per location is the goal before you need to move on to the next spot.

Permits

Here is where the conversation over permits arises. I will not pretend that all the shoots have had permits. But I will also not pretend that none of my photoshoots have been shut down because we didn't have them either. Most permits for a small still photography crew fall under $150 here in California and only require a timely email. Sometimes the permits are even free. However, if a park ranger or police officer shuts down your shoot, think how much that will cost.

Scout Trips. Most likely multiple.

The most underrated piece of any photo shoot, scout trips make up at least half the reason why a lifestyle photoshoot will succeed.

If you skip a scouting trip, then you will spend most of your time problem-solving when you should be shooting. Below are four key variables in a photo shoot that should be decided before the first day of shooting. Nail these down to allow spontaneity and creativity to flow during the shoot.

SCOUT TRIP ACTION ITEMS

1. Finalize The Shotlist: This is where you confirm what looks are shot in which locations.

2. Blocking: Talent starting position and first poses.

3. Staging: The initial camera angle.

4. Lighting: Track the path of the Sun. You can't rely on strobes because you want the real deal as often as possible; you are on the Sun's schedule.

5. Parking: Map out where crew will park vehicles. Also make a note of nearby restrooms. 

Transportation & Crew

You need to be in place during a short window for the best available light and sprint to the following location as soon as you get the shoot.

To shoot as many looks as possible, you can't waste time between looks repacking multiple cars, driving, and reparking. Renting 1 or 2 passenger vans for the whole team saves so much time that you can capture more looks and better quality. Speaking of team, on-location lifestyle shoots just require more bodies to keep the show moving forward. The production team, wardrobe and props should be around 5 people minimum. Most clients bring their internal team to act as production assistants on the day which can be a huge help.

Props and Wardrobe

Each model will need different outfits per location, accessories, shoes, and whatever the activity calls for to make the shot believable. Props do not have to be a considerable expense, but it does take time to source and organize it all into a shotlist. It is common to ask your models to bring their own personal items so don’t hesitate to reach out.

I hope this and other articles help dispel the mystery behind great photoshoots. Please email me with any questions, feedback, or requests.

Stay Hungry. Stay Foolish.