Shoot Concept: Images of a single product against a white background
Licensing: Advertising use (including Out of Home) of all images captured for 1 year
Location: A studio in the Northeast
Shoot Days: 1
Photographer: Food and product still life specialist
Agency: Large, based in the Northeast
Client: Large Food/Beverage Company
Here is the estimate:
Creative/Licensing: The concept for the shoot was straightforward. The agency/client hoped to photograph their new product against a white background with minor props alongside of it. The agency planned to composite the final image on a different background, and they had plans to use the images for print ads in magazines, as well as placement on bus shelters and other out-of-home applications. While the agency requested for the licensing to include all images captured, we’d be photographing one product and the usage would incorporate one final image, so I therefore priced the creative/licensing fee to be more in line with their intended use of one image. Based on previous experience with similar projects and clients, I knew that creative/licensing fees for this type of usage and straightforward nature of the project typically fell between $10,000 to $15,000, and I ended up landing roughly in the middle at $13,000.
Assistants: The photographer preferred to manage a workstation for client review rather than hiring a digital tech, and we included two assistants to help manage grip and lighting throughout the day.
Producer: While the concept was straightforward, there would still be a decent amount of pre-production work to coordinate crew, styling, scheduling and catering, and the agency specifically asked for a producer to be on site to manage the day and make sure everything stayed on track.
Food/Prop Styling: I included one prep day and one shoot day for a food/prop stylist, as well as one shoot day for their assistant. While I’d typically include an additional day for a stylist to return the unused items, it was not a cost efficient option given the limited budget needed for the food/props (which included the cost to buy a few versions of the product to be shot, along with a few minor food items). The stylist we wanted to work with charged $1,200/day plus 20% for their agent, and their assistant worked for $300/day.
Studio Rental and Equipment: A studio in this market could range from $1,500-$3,000 depending on availability, plus equipment charges of an equal amount for lighting, grip, a workstation and a medium format camera rental. A few specialty studios charge flat fees and wrap everything up in one fee, and I felt $4,000 total would cover any of these options for studio and equipment depending on space availability.
Catering: I included $70 per person for a nice breakfast, lunch and craft services throughout the day for up to ten people (6 crew and 4 agency/client).
Parking, Expendables, Misc.: I included $100 for general unanticipated expenses throughout the day, plus $100 for meals/transportation during our stylist’s shopping day, plus $100 for transportation to/from the shoot for the crew.
Insurance: We included $500 to cover a general liability insurance policy, which the studio would need proof of, as would any equipment rental house we used.
Shoot Processing for Client Review: This covered the time to do an initial edit of all the images, back them up, and provide a gallery for the client to choose from.
Selects Processed for Reproduction: While the agency would handle the final compositing, we were warned that the image of the product would likely require a substantial amount of work to remove/add certain labels. We therefore included 6 hours of retouching (including one round of revisions after the initial processing took place) based on a rate of $150/hr, and then rounded up to an even $1,000.
Results: The photographer was awarded the project, and the ads are due to roll out in the coming months.
If you have any questions, or if you need help estimating or producing a project, please give us a call at (610) 260-0200. We’re available to help with any and all pricing and negotiating needs—from small stock sales to large ad campaigns.