March 2, 2018
The Brief is a regular feature on the LPA blog which takes a look at producing a photoshoot, right through from brief to final image delivery. For this edition we take you behind the scenes of Julian Love’s recent shoot for Canon and we’ve even included a handy photoshoot glossary.
Photographer: Julian Love
Stylist: Angelina Pretty
Hair and Make Up: Alice Howlett
Art Director: Katerina Hrda
Usage: Social media, website, e-ommerce, biddable media and retail, EMEA
Canon recently commissioned LPA lifestyle photographer Julian Love to shoot their range of printers. The brief was to show the ease of using Canon printers, from businessmen using their products for work, to families at home prioritising day to day admin and entertainment.
We were briefed to look for two different location houses, one with a home office and one that looked an everyday family home. For diversity we were asked to use different models on each shoot day.
After receiving the brief we set to work on the estimate! Our estimate included the following:
– Photographer’s fees for one weekend shoot day.
– Recce fees for one recce day. These covered Julian’s time to do a technical recce of some potential locations in advance of the shoot, making sure they had the right look and feel for the brief.
– Photographic expenses such as digital capture, equipment and lighting.
– Post-production – to process, colour correct and deliver the final high res TIFF files at the end of the shoot.
– Casting director (at LPA) – to source 4x adult models. The brief was to find 2x adults and 2x teenagers.
– Model fees for 4x models inc. shoot fee and usage.
– A location scout (plus expenses) for 4x days to source a selection of suitable locations.
– Location fees – the cost of shooting in 2x different location houses for 1x day each.
– Crew – 2x photographer’s assistants for both shoot days.
– A stylist for 4x prep days (to source all clothing and props), 2x shoot days and 1x returns day (to return unused wardrobe and props).
– A hair and make up artist for the duration of the shoot.
– A production co-ordinator – the person responsible for shoot logistics, including booking and briefing crew, contract negotiation, property and model releases, risk assessments, call sheet, travel arrangements, catering, expenses and budget reconciliation.
– Subsistence – food for all crew and models on set.
– Miscellaneous – mobile phone costs, production insurance, couriers and travel expenses.
Once we had received a PO approving the costs, we were able to commence on the pre-production. Our ‘to do’ list looked something like this…
1) Organise an advance of funds from the client for shoot expenses.
2) Confirm dates with Julian and the client.
3) Send out the brief to model agencies (including important information such as client, usage details, age/ethnicity/gender of models and what the models will be required to do).
4) Send out the brief to location agencies. We specified that we were looking to shoot in London and gave them a description of the type of house we wanted.
5) Prepare an online casting document, including images, sizes and agencies of shortlisted models from the selection we had received.
6) Similarly, we provided a document of shortlisted locations, which we felt matched the brief criteria.
7) Canon to approve final models and LPA to confirm this with the model agencies.
8) Julian to recce a small handful of shortlisted locations to assess suitability and plan potential shoot angles and lighting.
9) Confirm and brief crew.
10) Confirm wardrobe and props brief. Forward model measurements to the stylist.
11) Prepare call sheet and send to all crew and models.
For this shoot we cast the models online, which was really quick and efficient. However, when conducting an online casting it’s important to double check that the models still look as they do in their images. We aim to get recent iPhone pictures of all the models before confirming anyone, including snaps of their hands (especially important here as they were going to be in shot).
At the request of the client we had to make sure there was a broad representation of ethnicities. We cast two adults and two young adults to cover the audience range.
Because Canon wanted to show the different ways their products can be used, we needed two different locations. The locations we picked fit the brief perfectly, with one visibly representing a family home and the other an architect’s or graphic designer’s home office.
The latter, which was supposed to be the more creative of the two, had lots of artwork up on the walls. As the artwork was to going to be used in shot, we had to get permission from the original artist (as the owner of copyright) to print the work in relation to Canon. We asked the artist to sign an artwork release form, which said they were happy for their work to be featured in the final photographs.
To make sure the shoot ran smoothly we put together a detailed schedule. The crew arrived early in order to set everything up, ready for a quick start. The team tested the lighting and once the models had been through hair and make up we were good to go. On both shoot days we had lunch delivered to the house, which came from Humdingers Catering and went down a storm! Overall the shoot was a great success and the team worked seamlessly together to create some really lovely shots.
“The shoot went really well. The first day was super relaxed and everyone did a great job. Especially Julian and Angelina. They both got what we needed and understood all our feedback.” Katerina Hrda, Content Manager
Artwork release form: A written agreement signed by the artist stating that they grant permission of the use and reproduction of their work in the agreed capacity.
Advance of funds: It is wise to obtain an advance of funds to pay for crew and expenses prior to the shoot.
Biddable media: Media that is bought through an auction, by bidding for it. Mostly online advertising space (impressions), whoever bids the highest gets the space.
Call sheet: A document detailing all the important details on a shoot: where, when, who, plus contact numbers.
Digital capture: The process of taking the photos on a photoshoot, capturing the images with a digital camera.
EMEA: Geographical region – Europe, the Middle East and Africa
Location House: A property for hire for the photography, film and TV industries.
Location Library Fee: A database of locations available to hire for photoshoots. A fee is paid when you use a location from the database.
PO: A Purchase Order. A legally binding document from client to supplier detailing the exact services required, authorising costs and detailing all terms and conditions.
Post–production: Digital manipulation of the images after they have been taken.
Prep: (In this case with regards to the styling) Initial preparation for a shoot, e.g sourcing/ buying/ hiring clothing and props, as well as preparing moodboards and online research.
Pre-production: The production which takes place before a shoot happens, to make sure everything runs smoothly on the day.
Recce fee: The photographer’s fee for time spent viewing potential locations prior to the shoot. This helps to plan lighting, logistics and to ensure everything runs smoothly on the shoot day.
Shot List: A prepatory list of shots the client wants to achieve during the shoot.
TIFF: Stands for “Tagged Image File Format” – also known as a high resolution image.