If a picture paints a thousand words, get it right. The right photos will aid your marketing and advertising campaigns as much or more than any other element, so it is essential to plan, create and execute a photo shoot that will yield the results you so badly desire. Planning a photo shoot can be a lot of work, but proper planning of all the necessary elements will aid in achieving the best photos for your campaign.
The SHOT LIST.
Probably the most overlooked element of a successful photo shoot and yet the most important is the shot list. The shot list is like your blueprint to a successful shoot. Carefully plan what shots you would like and how you would like to see them taken. Eliminating these questions before the shoot allows you to focus immediately on items such as lighting and angles when you get to the shoot instead of thinking about what exactly you need shot. It also eliminates or greatly reduces the changes for disappointment at the end of the shoot because you will be much more likely to get everything you need and want. A good shot list also helps the photographer to do his job better because you’ve done your job and properly researched the photography you need. Include in your shot list a detailed description of each shot you need, including orientation, subject focus, theme, mood, etc.
The LIGHTING
Proper lighting contributes to the overall feel of the photo and piece it will be used in. While bright, artificial light creates a cold or corporate feel, natural and soft light can create a warm, domestic feel. Locate or specify the lighting you will be using well in advance of your shoot. For outside photos, remember that the time of day, weather and proximity of the light sources all contribute to the outcome of the photo. Plan ahead or be willing to work around your outside lighting source. When planning lighting, consider the overall feel of your brand and marketing materials. Consider specialty lighting or subtle effects that will contribute to the theme and mood you are seeking. Gels, filters, spots, and other lighting tools can help you achieve just the right look. If you are unsure of how a particular effect is achieved, pull sample photos with lighting you like and show those to your photographer to avoid verbal descriptions that may be lost in translation between you and your photographer.
The MODELS
Who you choose to be in your photo sends a clear message to your audience. Select a model who fits demographically with the audience you are marketing toward. Models should be prepared with multiple wardrobe options of varying colors and tones. It is wise to consider the color of clothing as it relates to the overall feel of the photo, in addition to the color in relation to other objects and backgrounds in the shot. Remember the powerful effect color has in your branding in general and choose wardrobe carefully to help identify the shot as a unique element of your brand.
Often using a “real” person as opposed to hired talent can be a great option to get a look perfect for your project. Make sure the person you choose is properly prepared. Often when choosing this option, more of the preparation responsibilities should fall on your. Regardless who you use as a model, make sure you have model releases from every person in your shot and from an adult if you are shooting people under the age of 18.
the CAMERA
Decide with your photographer what sort of camera is best for the shoot, either digital or film, and consider the pros and cons of both types. Current digital cameras can often produce comparable quality to film cameras and increase the mobility and versatility of photographic images. However, a film camera may achieve a certain effect you are seeking with greater ability. Discuss your options with your design team and your photographer. Your choice will depend largely on the needs of your final images, particularly the size and final production needed. In addition, consider lens choices and discuss these options with your photographer.
The LOCATION
The location of your shoot will contribute greatly to the overall look and feel of your materials. Shooting on location can lend a realistic touch to a photo if you want to show the subject of the photo in use or in a situation more closely related to real life. Shooting in a studio can be a perfect option for photos with a more produced feel or photos to be used without a background.
Also, remember to plan around the location you have in mind. Do you need to reserve the location you have in mind? Does this location have requirements or restrictions for using their facility? Some places require a photographer to have a permit or special clearance in order to use their facility. Although this is generally something your photographer should be aware of and take the necessary steps toward, you may want to take it upon yourself to find out these things so that no mishaps occur the day of the shoot when you will be paying a whole team of individuals for their time.
The CROP
The PROPS
One easily overlooked topic to keep in mind at a photo shoot is the proportion of the final spot for the photo to be used. Often a photo looks great at a shoot and everyone is happy with the set, the styling, the model looks great, lighting is perfect, and you call it a wrap. But then at the editing desk you find the photo has been shot in a proportion that just doesn’t fit your end use. An easy example of this is a vertical photo for a billboard, which is extremely horizontal. But this mistake also can be as simple as not leaving enough bleed or crop room on a photo making it hard to use in various applications. It is also smart sometimes to plan for empty space in a photo that can be used for type or other content, but this is often overlooked while at the shoot unless it’s something you have planned for. The easiest way to avoid this mistake is to first, know your desired proportion before the shoot and second, instruct your photographer to not crop in the camera and to leave a lot of extra space around the photo for type, bleed, cropping, etc.
Be prepared with a variety of props to choose from during the shoot. More is better in the planning stages - you can always edit your choices on site. Be sure all props are in a condition that is visually appropriate and do not detract from the photo. Carefully consider the correct placement of props and how they affect the story of the photo as well as the focus and light. Do not use unnecessary props that detract from the story you are telling or pull the focus of the shot to the wrong element. Also do not let props create undesirable shadows or glares. The use of a professional stylist for the shot will enhance the quality of how the props are placed and used in the shot.
The TIMING
One of the most detrimental things you can do with regards to a photo shoot is to rush things. Think of the time you spend at your shoot relative to the time it took you to plan and prepare for the shoot. This perspective will help you remember to not rush the shoot and risk not getting that perfect shot. Many photos take much longer to nail than you would imagine. Do not be discouraged if you spend much of one day getting just one shot just right. At the same time, it is also possible to get multiple shots in a day – it depends on many factors. The key to timing a photo shoot is to take it slow, pay attention to the details, try new angles, new approaches, get creative, and nail the shot or shots you want in the end. Once you feel you have “wrapped” a shot, take several more using different elements so you have options when editing.
The TEAM
Hiring a professional team to shoot your photos is a worthwhile investment when you consider the final outcome. A typical team consists of several people, including the photographer, the photographer's assistant, a content expert, models, a stylist and an art director. Each person plays a key part in the quality of the final photos. Involve professionals at every stage and in every position and you will see the results in the final piece.
The PHOTOGRAPHER
Individual photographers have various policies concerning how they conduct their business. It is important to know exactly what a photographer includes in his or her contract. Does the photographer have experience shooting the same type of image you are seeking? What are the rules for photo usage? Are you buying rights managed photos or royalty free? Who will retain the copyright to the image? Do they charge for the distance they will travel to do your photo shoot? Who does the photographer have for his assisting staff at the shoot? Does the photographer provide post-production editing services? What is the charge for this service? Are you being billed based on time or based on a project rate for completing your shot list? When choosing a photographer, ask as many questions as necessary until you are comfortable with the terms of his or her business.
A great photo is the result of impeccable planning, the right team and the proper usage of the final piece. If you are planning a photo shoot and would like some professional guidance, contact your account manager at Advent Creative. Our experience getting the shot just right for many clients and our network of professionals can help you on your next project. Feel free to give us a call for consultation, planning or complete execution of your shoot.
