HOW TO CREATE A PHOTO BRIEF
All photoshoots start with a photo brief. A photo brief tells me (the photographer) what you want to create. A clear, inspiring and informative brief gives us the best chance of creating images you love!
So, how do you write a strong photo brief that explains your vision? In this blog I’m going to go through how to create a photo brief in 4 steps:
Product information
Goals & deliverables
Creative direction
Reference imagery
Step 1. Product Information
The first thing I need to understand is ‘what’ I will be photographing. So tell me all about the product. Paint me a picture: I like to know its size, function, texture, any features you're particularly proud of - The more specifics the better.
It's also important that I understand the product's variables: for example: does this one product come in multiple colour, size or flavour options? Each of these may require a unique photograph. So be sure to outline all the product variables as well.
2. Define the goals / deliverables (format)
How do you plan to use these images? The image destination is really going to influence the way we photograph and license the image. So it’s important that we figure this out at the start of the project.
For example: You may want to create an advertising campaign in which you run a paid social media advert, submit an image to a magazine for print as well as post to your social media news feeds and stories. For this, you will need several different pieces of content such as:
A short video for the facebook advert
A 1:1 aspect ratio hero image for print and social media news feeds
A 9:16 aspect ratio hero image for the Facebook & Instagram stories
Think through how you want to use the images and give me an itemised list of the shots / formats you require.
3. Creative Direction
The first thing we need to define is the type of content you need, for example: Is this a styled studio shoot, plain ecommerce images, lifestyle content, modelled shots or moving images (stop motion). Each of these types of content require unique preparation, equipment and talent - so try to narrow down what type of content you are after.
Next I need to understand the style and mood you hope to achieve. Explain the ‘look’ you are going for. You can include things such as: the colours, light, props, set design etc. This is also where you can think about you the message you want your photography to communicate. Is there a story that you want these images to tell?
4. Reference imagery
Finally, it helps me to see visual examples of the mood or style you want from the shoot. These could be photos from a previous campaign or inspiration you've found on the web. I find the easiest way to share reference imagery is to create a moodboard on Pinterest and share it with me.
ADDITIONAL IMFORMATION:
Length: (if applicable) ie when creating video content
Budget: Please give this when you are creating a breif. It allows your photographer to understand what kind of budget you are working with and come up with a concept which is realistic for your budget instead of wasting time creating a pitch which is outside of your resources.
Deadline: Please give a deadline. When selecting a deadline its important to be realistic. Consider the time a project takes to create as well as the administrative, and back and forth time which will need to be factored in.
Well, there you have it. 4 steps to creating a clear photo brief which will form a strong foundation for your project so that everyone is on the same page. I hope this blog has been helpful and I look forward to seeing your photo briefs!
