Embarking on a commercial photoshoot can feel daunting, but this guide can help you prepare for a smooth and successful shoot.
A commercial photoshoot is any kind of shoot where you’re hired to portray a product or service for a brand or a specific communication purpose.
This style of photography, which is an excellent tool for brands to engage their audiences, is growing more and more, creating many opportunities in the market.
Nowadays, every business has some sort of online presence, and knowing how to use captivating imagery to attract customers is crucial for standing out.
Once you learn how to prepare and excuse a proper professional photoshoot, you can feel confident enough to reach out to brands who could potentially become your clients.
A commercial photoshoot is different from shooting nature, landscapes, cityscapes, or people.
While these artistic photography styles depend on the moment or the feeling that the photographer wants to convey, in a commercial shoot, there’s a lot of prepping that needs to be done so you can meet your client’s expectations.
In this article, I’ll explain everything you need to know about preparing for a commercial photography job. Let’s get to it.
Types Of Commercial Photography
I want you to be aware that the possibilities of clients to work with are endless.
And even though there are different niches of commercial photography, such as cars, fashion, products, and gastronomy, they all have the same workflow structure to follow.
Photo: VOGA Creative
First, you’ll get your briefing from your client and make certain you understand what they want.
You also need to make sure you’re really capable of delivering what the client wants. The more prepared you are, the easier the whole process will be.
Step-By-Step Guide For Commercial Photoshoots
If you’re thinking of entering the world of advertising photography, here are some tips that I think are essential to follow if you get a gig.
Briefing Is Everything
A briefing is a set of information and instructions that serves as a starting point for the project.
The briefing is given to you by the client requesting the work because they know what they want from the campaign, so they should let you in on all the information you need to carry on with the job.
Talk to the client and be sure you have no doubts about the dos and don’ts regarding the brand and about what the client expects to receive at the end of the project.
Don’t leave out any questions, no matter how simple or silly they may seem. It’s better to ask just to double-check than to miss something that could have been avoided if only it had been said out loud before.
At a minimum, it should include:
- Some description of the client so you know the brand, tone, and mood of the brand
- What the product or the service is, and why they stand out
- The mood of the photoshoot (serious, formal, fun, relaxed, etc.) The mood is important to define other points of the work.
- The persona of the campaign
- The media in which it will be published (website, Instagram, Facebook, magazine, billboard, etc.), which affects technical elements such as image resolution and distribution rights
- Reference materials for the production of the photograph (other photographic campaigns, visual identity of the client’s brand, etc.)
Study The Target Audience In Depth
With the briefing done, it’s time to do some research on the client for whom the advertising photography will be produced.
The point of commercial photography is to create something future clients can relate to, so if you want to hit the right spot with your photos, you’ll need to shoot something that speaks to the product’s target audience.
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To do so, you’ll need to understand the lifestyle and aesthetics liked by this target audience. Is it meant for people around 40 years old, who are classy and formal, or is it for people around 20 years old who are colorful and fun?
Getting this right will help you get all the props and locations right for your shoot.
Understand The Client’s Personality
Each brand has a way of communicating with its audience, and working with advertising photography means knowing how to understand this identity and how to make your visuals in alignment with the brand’s communication style.
Your work should enhance your client’s communication efforts, not deviate from them.
Do a lot of research on the client and look for references among competitors. Understand what is done in your client’s market.
Understanding your client, the brief, and the product will help you understand and meet the client’s expectations of the content to be created.
Make A Good Plan
After going through the points above, you should now sit down, research, and plan well what you want to deliver according to the information you have.
Now is the time to decide what you need so that you can produce the photo your client wants.
I recommend always giving your client the option to decide everything so there are no unpleasant surprises.
If you go ahead and choose the location, casting, and outfits without getting approval from your client, you can get into a lot of trouble when you deliver your project and your client doesn’t like it.
Pay attention to the essential elements of photography:
Each of these elements will vary depending on the campaign’s objectives, which means they will have to be meticulously planned.
PHOTO: VOGA Creative
The scenario is not just “beach” or “apartment,” but all elements that will make up the scenario.
For example, if it’s a group of friends on the beach, will there be a bonfire? Will there be an acoustic guitar? A car with surfboards?
It’s important to think about all the details.
As for casting, you can look for specialized agencies that already have a broad range of models and actors.
But if your production is smaller, with less financial power, you can find models on Instagram or on Facebook groups of models looking for work.
In any case, it would be ideal if you’re comfortable directing people so that it looks more natural.
Once you have all the options for location, casting, and wardrobe, it’s time for what we call a pre-production meeting.
PPM or Pre-production Meeting
Before going out to shoot, schedule one final call with your client just to iron out the last few points.
Having this final alignment chat makes all the difference and avoids rework.
Present them with your ideas for the shoot and what decisions still remain to be made.
As I said before, always have options available so that, during the pre-production meeting, your client can choose what works best for them.
For example, let’s say you’ve selected three apartments that could be used as a location. Now the client will choose which one they want for the shoot.
For casting, you’ve shortlisted different young people so your client can pick the one that fits their brand the best.
In this way, they’ll make the “perfect match” of their choices so that, in the end, you have the green light to go ahead and shoot.
Make A Shot List
Photo: VOGA Creative
Make a list of the photos you need to capture during your shoot.
This shot list will guide you through your shoot and help you plan for your day.
How many hours will you need? How many people will you need to help you out?
By following your shot list, you’ll be able to keep track of what has already been done and what remains to be photographed.
This way, you won’t leave any compositions missing and will be focused and always ready for what’s next.
To create this shot list, you can look for references on Instagram, Behance, and Pinterest. There, you’ll find lots of photos that can inspire you.
Be prepared to come up with solutions for each scene and photo you want to create.
Get To Know The Location Where The Photos Will Be Taken
Making a prior visit to the location where the photos will be captured can be a real help when it comes to organizing the schedule.
You might think that spending a few hours on location before the shoot is a waste of time, but it could be the difference between an incredible job and one where you simply did your best with what you found.
This visit can help you define a realistic schedule and allow you to understand where the sun rises and sets, how the shade is, how many composition scenarios you have, and what won’t work well.
On this day, you’ll get to know the space available for the photos and analyze potential issues – especially if the session will take place outdoors.
Is there an easy place to park and unload the gear? Is there a bathroom you can use?
As well as being more confident about the campaign, you’ll have a more precise direction that will undoubtedly please the whole team, from the client to the agency and those involved in the project as a whole.
Photo: VOGA Creative
Don’t Do Everything By Yourself
It’s very common that when we’re starting out, we think we can do everything ourselves and that we’ll manage. But this is a mistake.
Keep in mind that for jobs like this, having a team is always ideal. If you can’t have a whole team to help you, have one or two people.
They’ll help you position lights, hold up a reflector, clean up a room, communicate with the model or client, or even assist you with your gear.
If you’re shooting with models, you’ll also want a team to help with hair, makeup, and styling.
The more you can have people do other things for you, the more you can focus solely on the images you want to create.
Organize Your Day And Enjoy The Shooting
The day of the shoot has arrived, and you need to have everything organized so that you can easily solve any unexpected problems.
Also, invest in good photographic equipment. If there’s any equipment you don’t have, try to rent it so you don’t disappoint in the final quality of your work.
One tip I use and have already mentioned in the article on how to photograph cars is to use the 20-60-20 rule:
The first 20% of the time I do the more traditional shots – the ones that can’t be missed and that have already been idealized by the client.
Then, I spend 60% of the time doing the shot list I’ve created.
The last 20% of the time I leave free for my creativity to run wild and shoot what hasn’t been planned. Slow shutters, wide angles, foreground elements, you name it.
That’s why it’s important to organize the day of the shoot so that the schedule is followed and you don’t have an unforeseen event that you can’t get around.
Conclusion
I’ve now given you a step-by-step overview of everything you need to pay attention to when taking commercial photographs.
A reinforcing tip for those who want to take great photos is to look for references. See how brands are communicating, and try practicing at home.
Remember: commercial photography is part of brand communication strategies.
With these tips and a lot of persistence, you can start taking your own photos and building up a commercial client base.
If you have any questions, or if you already work in this field and have any tips to add, don’t hesitate to let us know in the comments!
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