Helpful Advice & Tools
Photography
Are you are about to produce your own photoshoot to promote your business? then here are 5 of my top tips for producing a successful shoot.
- Lucy
Tip 1: Write a brief
Photography is a very important part of content creation for any brand and product, and there is an extra demand for fresh content if you have a brand that is promoted regularly on Facebook and Instagram.
Photography is an art form, and art is in the eye of the beholder, I think that everyone is familiar with the saying 'a picture says a thousand words'. Writing a brief is the absolute foundation to ensure that the photographer knows exactly what your company are wanting to achieve from this project including; what your brand and product stand for, the key messages you want the beholder (your customer) to take away from viewing them, and what the images will ultimately be used for.
Tip 2: Hire the right photographer
Each sub-category of photography requires certain important learned skills, for example it's possible that a wedding photographer is incredible at portraiture however knows very little about the intricacies of brand and how to style food (for example, they may have never worked with ice cream before and therefore unprepared by the very real obstacle that it melts within seconds). Conversely, a food stylist might be brilliant in a studio where there is controlled lighting, but they may feel less confident on a lifestyle shoot in natural outdoor conditions with lots of people. The lesson I have learned is that generally everyone just wants to do a really great job and if you provide a good brief, the photographer will be able to quickly tell you if it is within their capability. My advice would be to look on their websites for a style that is in line with your project, then reach out to a few for a chat and quote.
Tip 3: Manage expectations
Once you have your brief and have hired a photographer, it will be in everyone’s interest to get all expectations down in writing including any agreed elements like, lighting, food styling, extra lenses, props etc. It is a good idea to create a list of all the different shots you want to achieve and a timetable to capture them in order to ensure that your vision aligns with theirs and the job has been quoted properly.
I am a really visual person, so although I have my list, I also do a vision/mood board of the types of shots or techniques I think are cool and I always ask the photographer to add their own creative ideas too. This helps us both get a richer understanding of what we are wanting to achieve, it also helps me communicate back into the business so everyone is on board.
Tip 4: Be really organised
If you're not working with an agency or external producer, then you may very well take on this important role. The producer is like the conductor of the orchestra, the person who pulls together all the elements of the shoot. If you're somewhat of a detail oriented person, then being a producer may come quite naturally to you, and although spontaneity can create some of the most interesting shots- this is not to be confused with 'winging it' which quite often leads to disappointment. You will have already gone through tips one two and three, so the next steps is to work with your photographer on everything you need to make the shoot a success from organising the location, to talent (in many cases.. roping in friends, family and colleagues), props, product, timetables and logistics. An example of organising talent would be getting a cast of various people for the shoot, emailing them with a call sheet advising them of what to wear and what time to be there and organising release forms for use of their image.
Tip 5: The little things matter
If you're Coke or Pepsi, perhaps you have a really comprehensive budget to work with an agency who takes care of the agents, actors, producers etc. As is the case for many, a photoshoot may be a team of two or three including the brand manager and external photographer. In addition, we may be roping in our colleagues, friends and family as this keeps costs down but also can make things more meaningful and fun too.
If your talent has volunteered (not a paid actor), then it is always a good idea to find some other way to appropriately show your appreciation for their contribution, even if they are employees as this is very likely outside of their job description. Regardless of if this is a paid job or not, you need to pay special attention on the day to ensure all talent sign release forms so that you can legally use their image for the future. Your photographer should have a template you can use or there are apps out there like Easy Release that have standard terms and conditions and is very easy and convenient to use.
It is also handy to consider bringing extra props and items that will mitigate any risk on the day for example; translucent powder to get rid of any shiny faces - a few changes of plain clothing (in case someone shows up in a branded ‘Rip Curl’ T-shirt or everyone is in black). -extra product packaging (for instances where your product is likely to melt or sweat)- cleaning products.
Finally:
Planning content to promote your brand and products can be so much fun!! If you find yourself stuck on any of these important tips- please reach out to us, we would love to help.
