With the expansion of visual art, which is what is seen and not spoken, the photography market has also grown and has begun to attract many curious looks.
Ads, for example, began to invest in their customers’ emotions through images that speak much more than hundreds of written words, after all, we realized that a simple, well-crafted photograph could record the message more deeply with conscious customers.
- In this context.
- Much has been said about advertising photography and.
- Inevitably.
- Doubts have been created about this segment of art.
- Which.
- In short.
- Is one of the most sought after among today’s photographers.
Advertising photography is the idealized work and carried out with the aim of selling, disseminating or raising awareness of a specific audience on a subject in question.
Among its main features is the importance of a pre-study on the message that will be addressed to the target audience of the campaign, this response, which will guide the work by reason of compliance with the established schedule.
Advertising photography requires the use of tools, techniques and strategies to make success real and fair.
The photographer who chooses to act in this area must first be prepared to invest in quality leftovers and, while this is an area of photography in which the professional, can not always decide on the work that is done, it takes creativity and a good reading of what was asked of the photo to achieve its goal.
In most cases, agencies will have a photographer, usually registered, to get the job done.
This even exempts the professional from going looking for clients, however, it is important that you keep in touch with various advertising agencies so as not to run out of campaigns to develop, of course.
In addition, there is a branch of advertising photography that allows faster and more direct work as a freelancer.
Photographers in this field work on the development of photo restaurants, for menus, industries, for document registration or local advertising and commerce, such as in animal shops, stationery and other small places that, not always, have funds or need an intermediary.
Commercial photography is another name given, and is frequently used, to advertising photography, so if you’ve heard one or the other, you should know that they both talk about the same segment, with the same features and functions.
Taking a commercial photo is totally different from producing an artistic photo, in advertising photography there is much to think, study, analyze and plan before embarking on capturing the camera, while an artistic photograph depends solely and exclusively on the moment, or, realizing a little more, the feeling that the photographer wants to convey.
Ad photography requires a step-by-step completion and we will now share with you the draft of this to-do list that is usually behind the big campaigns.
We have already mentioned that it is necessary to cultivate a good relationship with agencies in order to make it possible to gain good jobs in these types of campaigns.
After all, with the exception of small and medium-sized enterprises, potential customers will carry out their applications and applications to these intermediaries, thus being the main means of obtaining employment in the region.
To be part of the portfolio of major agencies, demonstrate your work through what has already been done.
For business beginners, who have not yet had the opportunity to develop advertising photographs, the trick is to spend time taking photographs that convey a simple message, such as about the environment or another topic of great interest and globalization. interest, taking them as models of work.
In this case, be sure to mention that the photos were taken only as proof, of course.
Briefing is a set of information and instructions that serves as the first draft of what is requested. The photo industry works with this tool to optimize service performance.
It works like this: The client knows what he wants with the campaign he requests and therefore transmits everything to the agency, which will develop the work. The intermediary organizes the main ideas spent on briefing, which will be used throughout the process. campaign as a site manager.
The first thing the photographer will have for a campaign is this file, which will contain data such as:
Defining the value of work is one of the most important steps here, unlike the US photographic market, in which software has already been defined to calculate the cost of a campaign, in Brazil it is necessary to take into account the many aspects of this process. .
Check out some of the key points that influence the price of ad photos:
It should be remembered that, from the moment the professional has the responsibility to take over the casting, the location of the photo room and other elements related to the execution of the work, he ceases to be only the photographer of the advertising campaign. , assuming the role of project manager and you can even charge it as well.
After getting all these answers, it’s time to find the right value to receive the project’s advertising photos.
Currently, mid-level professionals, neither beginners nor commercial experts, charge between R $ 2,500 and R $ 3,500 for a daily photo of this branch.
A daily photo ad is defined as the photo shoot and the processing of recorded images for better understanding.
It should also be noted that in this segment it is possible to find professionals who accrue twice, triple or four times the amount mentioned above, throughout the race it is possible to adjust the values according to quality, as well as the exhibition of strong works that have already been made and that have pleased the public.
Another interesting strategy, when defining the value of the work, is to ask the agency how much money is available for investment, in this environment the budget, a term used to refer to the balance released by work, is a greater dictator of the project.
A photo that has a budget of R$500 will never have the same attributes and features as a photo with the same briefing, but with R$5,000 released for use.
This differentiation, however, should not be made by the free choice of the photographer, who will make an effort, more or less, in this session, depending on the value; In short, the resources will be broader or narrower, varying only when it comes to delivering the end result to the customer.
Finally, it is important to note that the vast majority of professionals and intermediaries work with a payment of 50% of the amount before and the rest after the completion of the project.
Project management, annex for the professional who will select the team:
Here we list an extra element that will only be used by the professionals responsible for the whole project, in addition to simply taking advertising photos.
The project manager will have the difficult task of selecting good professionals from other fields that contribute to the composition of his advertising photograph, below are some of the most requested in this type of campaigns and the respective amounts paid to them, in alphabetical order:
Of course, there are many other professionals to consider as well as other important elements for a successful photo shoot.
Everything varies greatly depending on the proportions the campaign reaches.
It is important to note, or perhaps warn, that photo shoots involving celebrities, such as actresses and models, require a more luxurious structure, with changing rooms, in some cases, long distance transport, etc.
Known as pre-lighting, it is a previous visit, made by the photographer, to the place where the photos will be taken.
You may even think that spending a day, or a few hours studying briefing at the place where the session will be held is a waste, a lost day’s work, but it is a fact that photographers who take this position, that is, this way of working stands out much more for the certainty when it comes to creating the image , which results in excellent work after the project is completed.
On this preliminary day, the professional knows the space available to take the photos, discusses issues such as light and shadow and, especially if the session will take place in open places, what are the best moments and equipment to photograph.
In addition to being safer to carry out the campaign, the photographer will have a more precise direction that will undoubtedly please the whole team, the client, the agency and the people involved, as a whole, in the project.
Before closing the topic, another great tip is whether the location includes, for example, using a computer.
Then, if possible, on the day of the session, work in captive capture mode, that is, through the connection that automatically transfers the photos taken with the camera to the computer, allowing the client to see the work in progress.
After running all these items, which are really detailed and numerous, it’s time to grab the camera and capture the advertising photos!
The entire previous organization will be visible when doing the work and, the photographer, you will get many positive points that will elevate you within the agency, for example.
Also, invest in a good photographic team when you go to the photo shoot, if there are any that you do not have, try to rent it so as not to disappoint you with the final quality of the work, remember: every job serves a renewal of its name in the market!
Now, speaking specifically of photos, it is important to note that commercial photography often requires the subsequent joining of images, and it is very important that the professional is prepared for this!
Therefore, photograph several times in the same position, using a tripod and maintaining the focal length, in some cases the customer may like the model’s hair in photo A, the face in photo B and the product itself in photo C.
Therefore, the ABC photo is created, which, if taken in these molds, will be easily modified.
The final step, of course, is to send the documents to the intermediary and the customer, who will take an in-depth look at everything that has been done.
Also in previous activities, it is important to establish with the client what type of file should be delivered at the end of the job: will it be in RAW, JPEG, TIFF, PSD or any other possible format?
In general, people have asked for advertising photos in PSD, because they guarantee a more efficient touch-up when needed.
It is also worth mentioning that there is now a specific professional in the field of image processing. The retouching fee for advertising campaigns, from R $ 300 to R $ 2,000 for the work developed in each photo.
The good news is that the photographer can also specialize in this type of service, offering everything in a unique and advantageous package for the customer!
Are you ready to start a promising career in advertising photography?Therefore, leave your thoughts in the comments field below.