What is a Commercial Photographer and how do you become a Commercial Photographer?
A branding and commercial photography career is a dream – but how do you get there?
It took a LOT of patience, hard work, and tons of trial and error to create the photography business I have today. I primarily serve clients where branding and commercial photography meet. This means that my clientele ranges from the new local dentist’s office to national restaurant chains. Being able to work with a range of clients keeps my creative soul happy. Commercial photography usually caters to larger, more established brands, such as Maggiano’s, Rolex, Western Son Vodka, and Live Nation. Branding photography is mainly denoted by helping smaller, individual and local businesses create a visual story around what makes them unique. (If you want to have a more in-depth look at the two types of photographers, check out my latest blog, “What’s The Difference Between A Commercial Photographer and A Branding Photographer”.) Attracting, securing, and executing work with commercial and individual brands over the years has taught me a ton about what it takes to be a successful commercial photographer, and I’m here to share that knowledge with other photographers who might be considering this career path. Let’s get into it.
What Is The role of A Commercial Photographer?
So, what exactly is the role of a commercial photographer? Essentially, commercial photographers are professional visual storytellers who capture carefully-curated images to align with a brand’s values/aesthetic and showcase their products and services to their ideal clientele. This requires a blend of technical expertise, creativity, and adaptability, since no two shoots or clients are the same. As commercial photographers, we have to understand the essence of each brand we work with, translating their identity and values into visual content that resonates with a target audience. This involves a deep dive into the brand’s ethos and goals to ensure that every image we capture tells a cohesive and impactful story.
A successful commercial shoot is a team effort. Building strong relationships and clear communication with your crew (which may include stylists, make-up artists, production assistants and other professionals) is essential for making sure that everyone is aligned with the creative vision. Intense prep before a shoot is also important for a smooth and efficient shoot. This includes scouting locations, creating mood boards, developing shot lists, and getting any necessary permits or releases. By anticipating potential challenges and having backup plans in place, you can minimize on-set stress and keep the project running smoothly. Investing in high-quality gear, such as professional cameras, lenses, lighting equipment, and other accessories, will allow you to deliver the best results for your clients.
Commercial shoots often involve significant financial investments, with brands allocating big budgets for production, personnel, and marketing. Because of these investments, the level of execution of these shoots is very important. Delivering high-quality, impactful images that meet the client’s expectations is paramount, as these images will play a key role in their marketing campaigns and overall brand strategy. Every detail counts, and the ability to deliver consistent, professional results can make or break a brand’s marketing efforts.
How Much Does A Commercial Photographer Charge?
How much a commercial photographer charges can feel like uncertain formula. This is because pricing can vary greatly. Depending on the scale and complexity of a shoot, a commercial shoot might range anywhere from $2,500 for a smaller, straightforward project to over $100,000 for large-scale productions involving extensive teams and high-end equipment. This wide range shows how each project is unique and tailored to the specific needs of the client. Personally, my average commercial photography projects range from $4,000 – $10,000, but please take these figures with a grain of salt. As I mentioned – every project, client, photographer, and location is different.
When hiring a commercial photographer, you’re not just paying for their time and expertise. There’s often a team of other professionals involved such as production assistants, models, stylists, and gaffers. Each of these professionals brings their expertise to the table and have to be compensated accordingly. While it’s hard to pinpoint exact figures, here are some rough estimates of what to expect: a production assistant might earn around $200-$500 per day, models can charge anywhere from $100 to $1,000+ per hour, and gaffers typically earn between $300 and $600 per day. Other costs might include location fees, equipment rentals, permits, and post-production services. All these elements contribute to the final price.
Commercial photography pricing is often determined on a case-by-case basis. Additional factors that influence pricing include the intended usage of the images (e.g., print ads, digital campaigns, billboards), the number of deliverables (how many final images are expected), the experience level and reputation of the photographer, and the type of client (e.g., a local business versus a large multinational corporation). It’s important to note industry standards for pricing are almost nonexistent, which is why it’s you have to discuss and agree on all aspects of the project upfront with every client. Detailed contracts outlining the scope of work, usage rights, and fees can help ensure that both the photographer and the client have clear expectations and that the final product meets the desired objectives.
How To Get Commercial Photography Jobs?
When it comes to landing commercial photography jobs, there are a few key strategies you can use to get your foot in the door. First and foremost, you need a strong portfolio that showcases your unique style and demonstrates your ability to create content that appeals to your ideal commercial clients. This might involve creating sample or spec work specifically geared towards the brands you want to work with. Once you have a body of work you feel confident about, proactively reach out to brands you want to work and identify those in need of the content you create. Personalize your pitch to show that you understand their brand and have ideas for how your photography can help them achieve their marketing goals.
Your online presence is also important. Make sure your website includes relevant keywords and phrases related to commercial photography, and ensure that your portfolio is prominently displayed and easy to navigate. This will help potential clients find you when they search for commercial photographers in your area, and it will give them confidence in your work, professionalism and credibility. The goal is to make such a strong first impression that they genuinely feel that you can help them achieve their goals.
Another great way to break into the industry is by assisting established commercial photographers. You can easily find commercial photographers in your area through Google and Instagram. Reach out to them with a well-crafted and personalized message that expresses your admiration for their work and your desire to learn from them. Starting with an invitation to coffee can open the door to building a professional relationship, which might eventually lead to opportunities to work as an assistant. This is a fantastic opportunity to learn from experienced professionals, build your network, gain hands-on experience in the field, and understand the nuances of running a commercial photography business.
Building a successful career in commercial photography takes time, dedication, and a willingness to continuously learn and adapt. If you’re really passionate about this career and ready to put in the work, the rewards can be immense. Remember, every photographer’s journey is unique, so don’t be afraid to forge your own path and take risks along the way.
If you’re looking for guidance and support, I offer personalized consulting to help aspiring commercial photographers navigate the industry. Whether you’re just starting out or looking to take your career to the next level, my coaching program can provide you with the tools, insights, and inspiration you need to achieve your goals. Check out my mentorship offerings here! Got any more questions about commercial photography? Send me an email at info@monikanormandphoto.com!