25 BRAND & VISUAL IDENTITY GUIDELINES | IMAGERY
External photographers
Your selection of photographic talent should be based foremost on the individual’s style. Ensure that they demonstrate an ability to use natural light effectively, work well without art direction, and photograph people in a natural way. In addition, you should:
X Clearly state that the agreed budget cannot be exceeded without prior approval. X Ensure that all models and locations have signed a release form that matches the licensing terms of the photographer. X File all licensing and release forms together for future reference.
X Shortlist more than one photographer initially to encourage them to be competitive on price. X Ensure that the photographer or their representative can confidently cover all photographic production needs within your budget (models, locations, props, travel, insurance, etc). X Investigate the photographer’s talents in post-production (retouching) and include this within your stated budget. This will help prevent any unforeseen costs.
BRIEFING A PHOTOGRAPHER Arrange a pre-production meeting at the earliest opportunity. This is especially important if you are not attending the shoot. This meeting allows for the photographic team and client to discuss the shoot list, schedule and general logistics. Most importantly, it ensures that everyone is correctly informed and agreed prior to the shoot. Points to consider when creating a shoot list:
X Supply the photographer with the BDO imagery guidelines and ensure they understand our imagery concept and theme. X Outline individual shot requirements by referencing the briefing guide, above. X Consider the application formats for which the photographer is being commissioned: for a proposal, shoot portrait format; for web, shoot landscape; and so on.
X Ensure a casting takes place and that you make the final selection on models, giving consideration to the models’ age, ethnicity and style. X Consider locations: this includes time of day, props, equipment requirements and location permits. If budget allows, the photographer should undertake a location ‘visit’ prior to the shoot and give you location options. X Share the shoot list with the photographer at the earliest opportunity.
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