Craig Oppenheimer, Wonderful Machine
Concept: Lifestyle images of families interacting in a residential property
Licensing: Print Collateral use, Web Collateral use and Web Advertising use of up to 35 images for two years from file delivery.
Photographer: Portraiture specialist
Agency: Medium in size, based in the Northeast
Client: Telecommunications company
Here is the estimate:
Creative/Licensing Fees: There were approximately seven scenarios the agency hoped to capture, each focusing on different talent interacting in various setups around a house. They primarily planned to use the images for collateral and web advertising purposes, and in addition to excluding print advertising use, we were able to limit the usage to two years. I felt the first image was worth $3,000, the second and third worth $2,000 each, the fourth and fifth $1,000 each, and the sixth and seventh worth $500 each. That totaled $10,000, and I added a creative fee of $2,500 on top of that to reach $12,500. While they anticipated licensing 35 total images, it was clear that they’d be variations on a theme, with them likely walking away with one hero shot per setup, which is why I priced this by the scenario/setup and not by the image.
Tech/Scout and Pre-Pro Day: We included one tech/scout day for a walkthrough of the location before the shoot, and one pre-pro day for the photographer to line up his crew and prepare for his responsibilities detailed in the expenses.
Assistants and Digital Tech: The first assistant would attend both the shoot day and the tech/scout day, while the second assistant and the digital tech would attend the shoot.
Hair/Makeup Styling: We included a stylist and an assistant for the shoot day. We’d be working with real people, rather than professional talent, and the hair/makeup would likely be rather minimal.
Wardrobe Styling: The talent would be bringing their primary wardrobe, however, we included a wardrobe stylist to shop for supplemental clothing pieces before the shoot, and anticipated that they’d have an assistant attend the shoot and then help return any unused items. We also included $1,000 to cover the actual costs of the supplemental wardrobe.
Prop Styling: It’s always a bit of a challenge estimating prop styling for a shoot in a residential property without first seeing scouting photos or knowing the full scope of prop needs. Sometimes it’s just about adding minor items into the scene or tweaking what’s already there, and other times major pieces of furniture need to be acquired and brought to set. In this case, we included four days for a prop stylist and an assistant, anticipating they’d need at least a day or two to shop, a day to be on set, and perhaps a day to accompany the team to the tech/scout to assess the location, in addition to making returns if needed. We marked these line items TBD, as well as the $2,500 prop budget we estimated.
Styling Expenses: This covered miscellaneous expenses primarily for the wardrobe and prop stylists related to the acquisition and transportation of their provisions.
Van Rental: The photographer would likely rent a van to help transport his equipment and his immediate crew to set.
Equipment: This covered a mix of the photographer’s gear, as well as supplemental lighting/grip he would likely need to rent.
Mileage, Parking, Additional Meals, Misc.: This covered miscellaneous expenses for both the tech/scout day and shoot day, and also provided a bit of a safety net for unanticipated costs.
Delivery of Content on Hard Drive: All of the content would be provided to the client on a hard drive upon completion of the shoot.
Client Provisions: Detailed at the top of the estimate were all of the items that the client would provide, that would be necessary for such a production. These items/tasks included casting, talent, releases, location, permits, production coordination, catering/craft, production RV and all post processing/retouching.
Results: The photographer was awarded the project with only some negotiation regarding the shoot date.
If you have any questions, or if you need help estimating or producing a project, please give us a call at 610.260.0200 or reach out. We’re available to help with any pricing and negotiating needs—from small stock sales to large ad campaigns.