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Pricing & Negotiating: Social Media Shoot For International Beverage Brand

By Bryan Sheffield, Wonderful Machine

Concept: Environmental 15-second video portraits of talent interacting with products and the environment. Videos needed to be vertical in format, and created on iPhone 12.

Licensing: Web advertising use of up to two 15-second videos on TikTok for three months, and web collateral use in perpetuity.

Photographer: Lifestyle/portraiture specialist with motion capabilities

Client: International beverage brand

Here is the estimate:

Fees: This shoot was a part of a larger motion project being simultaneously produced by a video production company. The production company’s charge was to find a lifestyle photographer to create two 15-second environmental portrait videos of up to 3 talent directed into action. While the content creation seemed rather straightforward, the client was smart to seek a photographer with a strong portfolio of lighting and a proficiency of directing talent into joyful emotion, as well as capturing people in motion within a frame. Another need from the photographer was the ability to capture strong content in a very short amount of time due to the talent’s limited availability. On paper, the assets could be captured quickly, but the larger ongoing production and talent schedule meant we needed to estimate for two 12-hour shoot days to mirror the video production schedule. These combined needs put upward pressure on the fee. For the licensing, the client requested 3 months Paid Social Media Advertising. I felt $12,000 would be appropriate for one year of usage for this client, and then we subtracted 50% for a shorter duration. This brought us to $6,000, which we further lowered a bit to $5,500 after learning about a very tight budget. We also added a $500 fee for the photographer pre-pro work on the shoot direction and social media platform research.

Crew: We added a first assistant to help with lighting and the ease of the photographer’s days. These rates were appropriate for an advertising production in the given market. The production company required the estimate account for a 12-hour day, so 2 hours of overtime were estimated for each day at a 1.5x hourly rate.

Equipment: We included $1,000 for cameras, grip, and lighting rentals. Without knowing the specific location, we knew the photographer would need some LED and HMI lighting, modifiers and support. The specified camera, an iPhone 12, wouldn’t be able to support different exposure adjustments in aperture and ISO speed, so advance lighting tests were needed. The iPhone was brand new and provided in advance by the production company for the photographer to do some imaging and lighting tests prior to the shoot.

Miscellaneous: We had $250 as miscellaneous expenses. This would cover mileage and parking for the photographer and assistant, as well as any additional snacks/beverages before or after their time on set each day, and provide a bit of buffer for any unforeseen expenses that might arise.

Client Provisions: We included a Client Provisions note that all locations, product and product styling, all talent, wardrobe and wardrobe styling, hair, makeup, catering and craft services, Covid safety protocols, as well as all post-production, would be handled by the production company.

Results: The photographer was awarded the project, and the shoot was a success!

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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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