Through patience and hard work, my photography business has found its sweet spot at the intersection of branding and commercial photography.

This has given me the opportunity to team up with commercial brands such as Maggiano’s, Rolex, Western Son Vodka, and Live Nation. These clients fall under the commercial photography umbrella because of the wide reach and viewership of the content we create, as well as its main use in marketing materials, product advertisements, and promotional campaigns. The main difference between commercial photography and branding photography comes down to the size of the business and the audience they are trying to reach. Commercial photography usually caters to larger, more established brands, while branding photography helps smaller businesses create a visual story around what makes them unique. Check out my latest blog, “What’s The Difference Between A Commercial Photographer and A Branding Photographer,” for a more in-depth look at the two types of photographers.

I believe in giving back to people and helping other photographers who want to follow a similar path. Sharing knowledge and experiences is so important in building a supportive community, and I am passionate about mentoring aspiring photographers. So, I’ll be sharing with you what exactly a commercial photographer is and how you can become one yourself.

What is the role of a commercial photographer?

As a commercial photographer, your job is to create high-quality images that market and sell a product, service, or brand. Your work is used in advertisements, websites, product packaging, and promotional campaigns to help businesses connect with and sell to their target audience. Working as a commercial photographer, you’ll need to brand’s identity, target market, and messaging to produce visuals that align with your client’s goals.

To get started in commercial photography, you’ll need a solid gear setup that allows you to produce high-quality, professional images. At a minimum, you’ll want a full-frame or high-resolution mirrorless/DSLR camera, as these offer better image quality. A selection of professional lenses is also essential—prime and zoom lenses with wide apertures (such as a 24-70mm f/2.8 or a 50mm f/1.8) will give you versatility for different types of shoots. Lighting is another important component, so investing in a few reliable strobes or continuous lights, along with softboxes or reflectors, will help you control and shape light effectively. Additional gear like a sturdy tripod, tethering cable for on-the-spot image review, and a calibrated monitor for accurate color grading will also be really beneficial. As you grow in commercial photography, upgrading your gear will become necessary to meet the increasing demands of higher-end clients and more complex projects. While it’s important to start with what you can afford, continually improving your equipment and skills will help you deliver top-tier work and stay competitive in the industry.

Executing a successful commercial shoot requires careful planning, starting with pre-production, where you develop concepts, shot lists, and styling. On set, you’ll direct models, set up lighting, and make real-time adjustments to get the perfect shot. In many cases, you may also take on the role of creative director, guiding the overall vision of the shoot and collaborating with art directors, stylists, and set designers to ensure the final images effectively convey the brand’s message. Whether you’re working solo or leading a full production team, being a commercial photographer means blending technical expertise with creative direction to deliver visuals that elevate a brand’s presence.

How much does a commercial photographer charge?

Pricing for commercial photography varies widely and is honestly determined on a case-by-case basis. Unlike other types of photography that may have more standardized pricing, commercial photography rates can range anywhere from $2,500 to well over $100,000. This broad range is due to the many factors that influence costs, including the scale of the shoot, the number of deliverables, the level of production required, the photographer’s experience, and—most importantly—how the final images will be used. Usage plays a huge role in determining pricing; for example, an image licensed for a nationwide billboard campaign will be priced significantly higher than one used for a local business’s social media. Additionally, the type of client matters—a global brand with a massive reach and high advertising budgets will have different pricing expectations than a small startup.

Beyond the photographer’s fee, a commercial shoot often involves multiple professionals who contribute to bringing the vision to life. Depending on the complexity of the project, you may need to budget for a production team, which could include assistants, stylists, set designers, lighting specialists (gaffers), makeup artists, models, and even location rentals. Each of these roles adds value to the final product and affects the overall budget. Because industry-wide pricing standards are nearly nonexistent, commercial photographers must carefully assess the project’s unique needs before providing a quote. Every shoot is different, and pricing reflects that reality—clients receive custom estimates based on their specific goals, deliverables, and intended usage. Usage is one of the biggest factors in determining the cost of a commercial shoot because it dictates how, where, and for how long the images will be used. A photo licensed for a small business’s website will be priced very differently than one appearing on national billboards, product packaging, or global ad campaigns. Photographers typically charge more for extended usage rights, exclusive rights, or high-visibility placements, as these increase the image’s commercial value. Clients should be clear about their intended use upfront, as licensing terms will impact the final cost and ensure both parties are aligned on how the images can be utilized.

How To Get Commercial Photography Jobs?