Craig Oppenheimer, Wonderful Machine

Concept: Environmental portraits of farmers at work

Licensing: Print and web collateral use of up to 12 images for three years

Photographer: Industrial and portraiture specialist

Agency: Medium, based in the South

Client: Financial services company

Here is the estimate:

Redacted estimate for farmer portrait photoshoot.

Creative/Licensing Fees: The agency planned to line up customers of the client who were farmers, and photograph them at two different farms over two shoot days. While we weren’t sure of exactly where the farms would be, we found out that one of them would likely be within driving distance of the photographer, while the other might require a quick flight and some travel. We were told that they needed six images from each farm, and they requested collateral use for three years. Based on a conversation with the agency, it was clear that these would likely end up being used for trade shows, social media, and possibly for their website. I started by coming up with a tiered pricing model based on one-year usage, with the first image being worth $1,500, the second image worth $750, and images three through six worth $500 each. That totaled $4,250, which I then doubled to reach a three-year price, and then doubled again to account for both sets of images/farms, landing at $17,000. That broke down to $8,500/day or just over $1,400/image, and based on the limited use, along with our understanding that they might have a tight budget for the project, we decided to shave the fee down to $13,000. The agency had also asked for a licensing option to include unlimited perpetual use, and we decided to base that additional cost on the $17,000 that we initially came up with, which would total $30,000 if they went for that option.

Travel/Scout and Pre-Production Days: We detailed a schedule in the job description that combined all of the travel, scouting and shooting into a four day window, as the photographer wanted to take advantage of dusk and morning shoot times while minimizing the length of the project. In total, we included two days to account specifically for travel and added one day to account for the pre-production work that the photographer would tackle ahead of time. This included lining up his assistant, booking transportation, and communicating with the agency about the project before the shoot.

Assistant/Digital Tech Day(s): The photographer and the agency wanted to keep a minimal footprint on location, so we combined the roles of assistant and tech into one. We included all four days of traveling and shooting for this person’s rate.

Equipment: This included the photographer’s cameras, lenses, grip, and lighting equipment, plus his laptop for the assistant/tech to use on site.

Airfare, Lodging, Car Rental: Since we didn’t know exactly where each shoot would take place, it was hard to estimate travel costs, and the agency asked that we just put in some placeholders while they figured out the logistics. I based the numbers on $500/flight, $250/night for lodging, and $350/shoot for a van rental.

Mileage, Parking, Meals, Misc.: Again, since locations were a bit unknown, it was hard to be accurate, and I included $500 per assignment/farm to account for these items. Roughly, I anticipated about $300 in meals/per diems, and $200 for other miscellaneous expenses.

First Edit for Client Review: This included the photographer’s time to do an initial edit on all of the content and prepare a web gallery for the agency to review.

Color Correction, File Cleanup and Delivery of 12 Selects by FTP: We based this on $100/image for the minimal post-production work.

Results: The photographer was awarded the project.

If you have any questions, or if you need help estimating or producing a project, please give us a call at 1 610 260 0200 or reach out. We’re available to help with any and all pricing and negotiating needs—from small stock sales to large ad campaigns.

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  1. Fascinating, and a hobbyist portrait photographer it’s really cool to see this kind of breakdown and explanation of a commercial shoot at this level.

  2. In my country people still find the price abusive, do you provide some kind of course to learn to negotiate even better?

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