In honor of
Walter Gropius & Staatliches Bauhaus
On the photo forums the perennial question would always pop up on what to charge and how to estimate commercial photography.
I’m not a commercial photog, but I came across a sample quote for a pharmaceutical portrait job involving 12 photos and thought it would be interesting to share with you.
Here is the quote…
Here are the shoot specs:
Shoot Concept: Portraits and photojournalistic manufacturing lifestyle images
Licensing: Unlimited use of all images captured in perpetuity
Location: On location at a pharmaceutical manufacturing facility in the Northwest
Shoot Days: One
Photographer: Northwest-based portrait and lifestyle specialist
Agency: A Small Northwest-based agency
Client: A mid-sized pharmaceutical company
Creative/Licensing: One of our Northwest-based photographers reached out looking for help pulling together an estimate for a library shoot for a local mid-sized pharmaceutical manufacturer. The agency had contacted the photographer requesting a quote for a one day shoot on location at one of their client’s manufacturing facilities. The project called for 12 setups: four environmental shots of the facility/labs, seven photojournalistic lifestyle images of employees “at work” and one lit/staged portrait. The client required unlimited usage of the library of images. We see a lot of projects along these lines, but this project was a bit unusual because the 12 setups were relatively specific. They didn’t seem to offer a lot of opportunity for variations (as opposed to more dynamic scenarios that may allow for a greater degree of variety in the space, subjects and available actions/activities). Shot one, in particular, was much more carefully composed and art directed because it would be used in trade ads, while the other 11 shots would only appear in collateral pieces. After speaking with the photographer about the hefty shot list, we wanted to make sure the client was aware that it was doable, but perhaps a bit ambitious, and that the day may require some prioritization if we were unable to move around as freely and quickly as expected.
Library fees can start around $7500 a day and will often include unlimited or perpetual usage of all images captured. It should be noted, however, that “library” does not necessarily mean unrestricted use (although it did in this case), and may be used to refer just to the volume of imagery. Accordingly, it is important to make the initial assumption that the client is willing to limit the use in some way. Often, clients are willing to limit either the duration of use or quantity of images for a library shoot, so it is best to begin the conversation with that assumption in mind to avoid inadvertently “giving away” more than necessary. Unfortunately, this was not one of those instances, and the client did, in fact, require unlimited, perpetual use of all images captured. Interestingly, the ambitious shot list helped to minimize the value of the library because the photographer would have to move so quickly from one shot to the next that the variety captured would be severely limited. Additionally, five of the 12 shots were very specific and didn’t allow for variations of any substance. Factoring the volume of shots, limited production footprint, type of client, intended use (including the very specific trade ad shot) and otherwise straight forward nature of the shoot, I set the rate at $10,000 for this shoot.
Client Provisions: I was sure to note exactly what the client and agency would provide: locations, staff “talent,” staging area(s), wardrobe, props, releases and necessary technical and safety advisors. The advisor was important to highlight since we wanted a client rep to be on set to ensure the facility and staff were up to snuff from a technical and safety standpoint. There’s nothing worse than wrapping up a shot and finding out that the subject was supposed to have been wearing safety goggles, so we were sure to put that responsibility on client’s shoulders.
*Tech/Scout Day: Due to the challenges associated with accessing this particular facility, the client was unable to allow for a tech/scout day. It’s generally a very important part of a production such as this, but unfortunately, our hands were tied.
Assistants & Tech: I estimated for a first assistant and a digital tech for the shoot. All but one shot would be captured using available light, and mobility within the facility was a concern, so the smaller the crew footprint, the better. The photographer wanted to tether a laptop on a tripod, so we didn’t need a full workstation rental from the tech, hence the lower rate.
Equipment: I estimated one day of gear rental from a local rental house including a DSLR system, a backup body, a handful of fast lenses, a small lighting and grip kit and a laptop to tether.
Styling: I included one stylist to manage basic hair, makeup, and wardrobe needs for the staff and talent. The talent would be wearing a branded uniform which the client provided, so we didn’t need to do any wardrobe shopping.
Shoot Processing for Client Review: This covered the photographer’s time for the initial import, edit, color correction and upload of the entire shoot to an FTP for client review and final image selection.
Selects Processed for Reproduction: I included basic select processing as a lump sum based on 150/image in this case. This protects the fee in the event the client ultimately selects more or less than 12 images.
Casting and Talent: Since the portrait concept called for a relatively tight shoulder up shot of the talent, they agency was comfortable with a digital casting and reviewing recent comp cards to make their selection. The casting fee covered the photographer’s time to reach out to a couple of local talent agents to request current head shots and share them with the agency for review and selection. The talent fees, in this case, were quoted by the local talent agency. Though this is a very reasonable fee for the usage, we’re often able to negotiate slightly lower fees. The fact that this was for a pharmaceutical client put a little bit of a premium on the talent cost.
Mileage, Meals, and Miscellaneous: Finally, we estimated for miles, meals for the production at the on-site cafeteria, and a bit extra to cover any unanticipated miscellaneous costs.
Results: The photographer was awarded the project and luckily, both the client and agency were very easy to work with, and the facilities proved to be as manageable as we had hoped, all of which allowed the photographer to crank out the entire shot list in a normal 10-hour day.
Source of quote and shoot details: Wonderful Machine.
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