Pricing & Negotiating: Last Minute Automotive/Portraiture Assignment

Craig Oppenheimer, Wonderful Machine

Concept: Portraits of a community leader posing with a vehicle

Licensing: One-time Print Advertising use of one image in a single publication, as well as Web Collateral use for 6 months.

Photographer: Portraiture and lifestyle specialist

Agency: Medium in size, based in the Northeast

Client: Large automotive brand

Here is the estimate:

Redacted estimate for an automotive/portrait shoot

Fees: The agency reached out about a shoot that was to take place within a few days of the initial correspondence and needed the project to be pulled together quickly. The project revolved around a major sporting event taking place elsewhere, and the creative assets to be generated at that event were driving the creative approach and the timeline for this project. The scope was relatively simple, and they needed portraits of a person who was heavily involved in their local community photographed in front of a vehicle. The subjects and vehicle would be provided, no styling was needed, the client/agency did not plan to attend, nor would they need remote approval as the shoot unfolded. Those factors made the project very straightforward. For usage, we were told that they only needed one final image, and the licensing would be very limited and include placement one-time in a single publication, and the image would live online for 6 months. Given the straightforward nature of the project and limited licensing, I decided to include $3,500 as a creative/licensing fee. Additionally, I included $500 as a fee for the photographer to go scout the provided location ahead of time.

Crew: I included two assistants for the shoot day, based on local rates

Equipment: This was to be shot in an editorial style without any major lighting setups, and I included $800 to cover the photographer’s own camera, lenses, lighting, and grip.

Health and Safety: On most shoots these days, I’m typically including fees and expenses for a COVID Compliance Office to be on set to ensure that everyone is complying with COVID prevention protocols. In this case, considering the very limited amount of people on-site, the lack of items/areas that would need continuous cleaning, and the fact that they’d be outside the entire time, we decided to omit a compliance officer.

Misc.: While we anticipated the shoot would only take about a half day to accomplish, I included a few hundred dollars to cover a quick meal, mileage, and a bit of extra money for unforeseen items.

Post Production: I included $500 for the photographer’s time to batch process all of the images and provide a web gallery for the client to review. I added $300 to cover the retouching of one image and noted that this included up to 2 hours of retouching time.

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 610.260.0200 or reach out. We’re available to help with any and all pricing and negotiating needs

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