BY Craig Oppenheimer, Wonderful Machine
Concept: Images of a food manufacturing facility
Licensing: Unlimited use of up to 10 images in perpetuity
Photographer: Industrial and Lifestyle Specialist
Agency: Medium in size, based in the Northeast
Client: Large Food Manufacturer
Here is the estimate:
Fees: The shoot was to take place over one day at a manufacturing facility, and they hoped to capture images of employees preparing various food products for distribution. The photographer specialized in this exact type of project, and he would be on his own to create content throughout the day based on a loose shot list, and without the oversight of agency/client attendees. While they requested unlimited use, their primary usage was for collateral purposes and marketing within the food industry. The photographer had previously shot for this client on a larger campaign during a rebranding effort, and this seemed to be a supplemental project to capture additional content, but with more limited intended usage. Based on the previous shoot, and with an understanding that the client had a rather limited bottom-line budget, we included a $9,500 creative/licensing fee. It happened to break down to less than $1,000 per image, which for the licensing duration felt a bit low but also felt in line for the limited intended placement. The photographer planned to scout the location beforehand, and we included $1,500 for the day to account for his time to do so.
Crew: We included an assistant who would accompany the photographer on the tech/scout day, as well as a digital tech for the shoot day. While the client/agency wouldn’t attend, there would be a potential need to remotely gain approvals over Zoom, so the tech would be beneficial to help facilitate that.
Equipment: We included the expense for the digital tech’s workstation, as well as the expense of the photographer’s cameras, lenses, grip, etc. as well.
Misc.: Just to add a little buffer for unforeseen expenses on the shoot day, we included $200.
Post Production: As a cost-savings measure, the agency opted to handle retouching in-house, however, we still included $750 to cover the photographer’s time to go through all of the content, provide a gallery for the agency to review, and then send over their 10 selects.
Results: The photographer was awarded the project. When we received the purchase order from the agency, we did have to negotiate a bit further on payment terms. They told us their standard terms were payment within 65 days, which felt far too long, and we were able to get them to agree to payment with net 30 terms.
Low ball rates like this is why I left the industry.