By Bryan Sheffield, Wonderful Machine

Concept: Architectural images showcasing a hotel and its amenities.

Licensing: Unlimited use of up to 5 images in perpetuity. Unlimited use of up to 30 additional images for 1 year

Photographer: Architecture and Hospitality specialist

Client: Large International Hospitality Brand

Here is the estimate:



Fees: This shoot required an experienced architecture and hospitality specialist with the ability to capture strong content in a very short amount of time. The shoot time was compressed as the location was re-opening with short notice due to the state’s relaxation of Covid regulations. Also, from what we could gather in our client conversations, was that a shoot took place recently and the agency was now tasked with getting it done right the second time. That put upward pressure on the fee, and I felt that a creative fee alone was worth $10,000 for the 2-day shoot.

The client requested two licensing terms for the 35 deliverables on the shot list. They requested 30 images with 1-year Unlimited use, and an additional 5 images to have a license for unlimited use in perpetuity.

For the 1 year Unlimited licensing, I felt $750 per image was appropriate for the quantity of 30 images.

For the perpetual Unlimited licensing, I felt $2,000 per image was appropriate for 5 images.

This totaled $32,500, and I arrived at a $42,500 creative/licensing fee by combining the $10,000 creative fee with the licensing fees. On top of that, I added a $750 fee for the photographer to attend a quick tech/scout of the location.

I added a Licensing Options section within the Job Description to outline possible additional image use fees, including possibly extending the use of the 30 images to perpetual use. This included a discounted rate for the bulk perpetual use.

Crew: We added a first assistant (who would also accompany the photographer on the tech/scout), as well as a second assistant. These rates were appropriate for the given market, and the rates the photographer’s assistants were accustomed to. I suggested to the photographer to bring on a separate person as digital tech, but the client pushed back on the crew footprint during Covid and the photographer was comfortable using his 2nd assistant to simply run a Capture One tether and backup files.

Equipment: We included $2,000 for cameras/grip/lighting, and a modest fee to cover the photographer’s computer set up to be used on set, and 2 hard drives.

Covid Safety: We included costs for 3 advanced Covid tests for the photography team, plus $75 for PPE.

Misc.: The location was about a 30-minute drive for the photography team. We added a line item to cover individual mileage for the 3 person team, parking, some additional meals, and a bit of buffer for any small unforeseen expenses that might arise.

Post Production: We included $1,500 for the photographer to perform basic color correction and provide a gallery of his favorite shots. The retouching estimate was based upon the photographer and creative team assuming each image would need roughly 2 hours of work. This would be billed at $125 per hour.

Results: The photographer was awarded the project. The shoot was a success and images are out in the world currently!

Need help estimating or producing a project? Please 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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