If you've ever spent time around a team of creative professionals, then you've probably heard a phrase like "we'll do that in post." As the client, you may be asking yourself, what is post-production exactly? In this article, I'll give you the rundown on what post-production is and what that process entails as it relates to the commercial photography industry.

What Is Post-Production?

Post-Production is an industry term used widely across many creative fields including commercial photography, filmmaking, video production and audio production to name a few. I like to think of any given creative project in 3 phases; Pre-Production, Production and Post-Production. In short, post-production is the the next phase after "production" and simply refers to all the work being done after a photo shoot has taken place.

Post-production tasks can vary depending on the industry you're referring to. For example, in terms of filmmaking, post-production would include things like cutting raw footage, assembling that footage into sequences, adding music and sound design, color grading, mastering and rendering.

Post-Production services as it relates to commercial photography, includes a wide variety of tasks. Some of these tasks are highly creative and involve specialized skill sets while other tasks simply require diligent organizational skills and attention to detail. Both of which are super important

It's that time of year again! The 🎄 holiday season is in full swing. I just wanted to everyone that follows my work know that there are some really awesome tutorial sales going on right now that you might want to know about. These sales are for a limited time only, so don't wait too long! (See below)

Fstoppers has launched their annual Black Friday sale and are offering massive discounts on all tutorials! Check this out, buy any tutorial and you'll automatically save 30% off the original retail price. But it gets even better! For every additional tutorial in your cart, save 10% more, with a maximum value of 60% off all tutorials. That's a crazy amount of savings if you ask me!

THESE SALES ARE FOR A LIMITED TIME ONLY, SO DON'T WAIT TOO LONG!

Hot off the heels of The Hero Shot: How to Light and Composite Product Photography, Brian Rodgers Jr. has once again teamed up with Fstoppers to film an advanced lesson on product photography. Check out the newest addition to the Fstoppers tutorial lineup; "The Well Rounded Photographer." Join Brian as he walks you through his creative process for constructing an epic hero shot of an IPX7 rated bluetooth speaker!

YOU NEED TO READ THIS

Be wary of websites that promise to connect you with "professional freelancers" especially when it comes to creative work. Case in point, recently some of my images were stolen from the internet, my copyright information was removed and posted by a self proclaimed "professional graphic designer and photo editor" based in Bangladesh. Unfortunately, this is not the first time this has happened to me in my professional career.

It was brought to my attention by a fellow photographer in another country outside of the United States, who recognized my work and had reached out to me via instagram after seeing my work being infringed on a freelance website; Fiverr. The images that I create are the result of years of experience, skill and hard work. In no way, shape or form did this freelancer have anything to do with the commercial imagery that I alone photographed, retouched and otherwise created. Yet this thief is using my copyrighted imagery in hopes of you hiring him.

There's a high probability that he botches the job completely, wasting both your time and money. But then again if you really think that world class commercial imagery only costs a mere $50....well, you may have had it coming.

Over the years of working as a commercial photographer specializing in product photography, I've noticed a common thread amongst clients. When trying to articulate the types of product images needed for any given project, they all seem to have different names for describing them. I've heard anything and everything from "glamor shots" to "amazon shots." So in this article, we'll discuss the 4 most common types of commercial product shots that you're likely to encounter on your next project. Aren't there more than 4 types of product shots? Yes absolutely, but I'd argue that these are the foundational categories that describe 99% of most companies product photography needs.

Commercial product photography can essentially be broken down into four main types of shots. These shots are; a standalone shot, an environmental shot, a product in use shot and a hero shot. Now that we know what each type is called, let's discuss the differences between each of these categories. I'll also provide some visual references taken from my product photography portfolio to further illustrate my point.

LET’S TALK ABOUT LICENSING

I'm approached by companies all over the globe interested in hiring me to produce commercial imagery for their products and services a.k.a. their brand. And when the word "licensing" or "usage" comes up in conversation, one of two things happen; either the client has experience working with commercial photographers and is well versed with licensing commercial imagery or the client seems to have no clue as to what I'm talking about.

Companies of all sizes including but not limited to digital marketing firms and small advertising agencies can't seem to (or don’t want to) wrap their head around the term “license.” This is particularly true when it comes to licensing photographic imagery for their marketing and advertising needs. Which is fascinating to me because there’s a high probability that they’ve licensed stock images, stock videos or stock music at some point in their marketing and advertising journey. Often times with unexperienced companies, there's a sense of hesitancy as if the term "licensing" is some scary or bad word. But it's really not, it’s a pretty simple concept.

So in this article, I'd like to 1.) Address what a usage license is 2.) What a usage license isn't and 3. Help companies understand that there’s a lot of value in licensing commercial photography as it relates to your visual marketing strategy and future growth of your brand.

LICENSING AGREEMENTS ARE COMMONPLACE IN OUR DAY TO DAY LIVES

Whether you work on a marketing team or you're just someone interested in the business of photography, it’s important to have solid grasp of licensing. In order to provide you with a foundation of how licensing actually works, let's start with some practical examples of licensing in the real world.

Licensing agreements are something we all face on a daily basis. In fact, every time you update your smartphone, download an app or sign up for a service, at some point you’re agreeing to licensing terms. Maybe you read them, maybe you don't. But think about it this way, if you purchase an app on your smartphone, you don’t technically own that app; the developer does. You’ve simply purchased a license to use that app on your own personal device per the terms and conditions of the licensing agreement that you agreed to. That license doesn’t give you the right to modify the app's code or share it with other people to install on their devices. They’d have to purchase their own separate license which is tied to their own personal account.

Other practical examples of licensing in the real world are tv shows that are in syndication. The term “syndication” means "the sale or licensing of material for publication or broadcasting by a number of television stations, periodicals, etc." Think about your favorite tv shows. Have you ever noticed that while some tv shows are available to watch on multiple stations at any given time, some tv shows are exclusive to specific networks like Netflix or Showtime? There’s a reason for that, it’s called licensing.

THE BUSINESS OF PROFESSIONAL PHOTOGRAPHY

To fully understand what commercial photography is and isn't, we need to address the distinction between the various types of professional photography businesses that exist in today’s marketplace. The business of professional photography can essentially be broken down into three main segments or business models if you will. These three segments are Commercial, Editorial and Retail.

Though certain types of photography are closely associated with each of these segments, the distinction between these three segments are not the type of imagery being produced, but rather how the images are licensed and ultimately used in the marketplace. For example, while a picture of a little kid running outside on a sunny day blowing bubbles might be closely associated with the retail segment, that’s not to say that same image couldn’t also be used in an editorial cover story about how kids benefit from the outdoor activities at an early age. Additionally that same image could easily be used on product packaging for that bubble brand or on a print advertisement and have real commercial value for that company.

To put it another way, how the images are used out in the world will dictate the business model and pricing structure associated with creating and licensing a photograph. It’s important to note that commercial, editorial and retail photography businesses have their own set of business practices and pricing structures unique to each of the markets they serve.

UNDERSTANDING COPYRIGHT & USAGE

In each of these three market segments (commercial, editorial and retail) the imagery being produced is the intellectual property of the photographer as they are the creator and therefore own's the copyright to the imagery. This intellectual property is then licensed for specific uses by the end user in the form of a contract, also known as a usage license or licensing agreement.

WHAT IS COMMERCIAL PHOTOGRAPHY?

Commercial photography refers to photographic imagery that is used to sell a product, service or idea. Whether the photography is being commissioned by a small business or a large global corporation, commercial imagery is ultimately created with the intent of making the end user of the imagery more money; a return on investment for the usage of the photographs. Using photographs for marketing and advertising purposes is considered to be “Commercial Usage.”

SETTING THE FOUNDATION FOR A CREATIVE PROJECT

If you’re considering hiring a commercial photographer for any given photo shoot, it’s super helpful to have a creative brief in place. Creative Briefs can apply to any type of photography being commissioned by you, the Client. So whether you’re hiring a commercial photographer for a product photography shoot or a commercial advertising shoot involving multiple talent, a makeup artist's and a catering crew, having a creative brief in place can serve your project well.

WHAT IS A CREATIVE BRIEF IN COMMERCIAL PHOTOGRAPHY?

So, what is a creative brief? Simply put, a creative brief is the foundation on which a marketing and advertising campaign is built. It’s a document that establishes and outlines the parameters of commercial artwork being commissioned by you, the Client. This document often includes creative strategy, art direction and some form of pre-visualization as it relates to the aesthetic qualities of a given commercial photography shoot. It’s important to note that this document is not limited to just marketing and advertising campaigns involving multiple photographs. A creative brief can also be used for producing a single photograph.

To put it another way, this document is used to pre-visualize the creative style of a photo shoot while also informing the creative direction and art direction. It can also go as far as defining color palettes, the tone and mood as well as address the overall messaging of the visual communication you’re looking to create. Creative briefs are also not limited to just photo shoots. A creative brief can be used for the purposes of graphic design, video production and other forms of creative communication. Creative briefs are essentially designed to help inspire the artist’s that you hire as well as provide them with a better understanding of your visual needs in order to produce your project. In this article, we’ll focus on how a creative brief specifically informs a commercial photo shoot.

A creative brief is not be confused with a shot list, which is a separate document involving a numbered list with a corresponding description of the photographs needed for a given commercial photo shoot. In fact, I wrote an entire article dedicated to the importance of a shot list which you can read here (it’s worth your time). Creative briefs and shot lists go hand in hand.

COMMERCIAL PHOTOGRAPHY IS A MULTIFACETED ART FORM

Commercial photo shoots are a unique and multifaceted art form. There are so many variables that go into any given project….there’s the business side; emails, estimates, invoices, negotiations, image galleries, file delivery. The logistics; pre-production, securing locations, model releases, scheduling and planning. And the art; creating amazing commercial imagery, post-production, retouching, compositing.

Unfortunately, this also means that there’s not a one size fits all pricing model when it comes to producing a commercial shoot. It’s almost like asking, "how much does vehicle cost?” Well that depends... Do you want a car or truck? New or Used? Base model or fully loaded? Gasoline, hybrid or electric? You get the picture.

If you’re considering hiring a commercial photographer for any given photo shoot, it’s absolutely crucial to have a shot list. Shot lists can apply to any type of photography being commissioned by you, the Client. So whether you’re hiring a photographer for a product photography shoot, an architectural photography shoot or a commercial advertising shoot involving multiple talent, a makeup artist's and a catering crew, having a shot list in place can serve your project well.

Sounds simple right?! You’d be surprised how many companies contact me about a photo shoot and have no idea what a shot list is. So I thought I’d dedicate an entire article to the subject…because it’s that important!

WHAT IS A SHOT LIST IN COMMERCIAL PHOTOGRAPHY?

A shot list is a document with a numbered checklist accompanied by a description of the photographs that need to be captured or created for any given commercial photography project in order to serve the needs and expectations of the final deliverables; the delivered images. Sound like a mouthful? Let me describe that again in simpler terms; a shot list is simply a numbered checklist with a corresponding description of each photograph in the form of an outline.

A shot list should not be confused with a creative brief, which is a separate document that otherwise outlines and visualizes the aesthetics of the project like the creative style, color palettes, mood and messaging.

WHY IS A SHOT LIST SO IMPORTANT TO THE SUCCESS OF A COMMERCIAL PHOTOGRAPHY PROJECT?

Generally speaking, companies that are hiring commercial photographers are doing some form of marketing and advertising. This could be anything from updating their company website and regularly posting on social media to implementing full blown national advertising campaigns seen on billboards and consumer magazines.

Behind all of this, is the need for commercial imagery to help sell your company’s products and services; thus the need to hire a commercial photographer who specializes in a specific genre as it relates to your project. Your shot list serves as the foundational outline which describes the scope of work in detail, identifies the final deliverables, sets expectations and clearly articulates the overall needs of the project into a digestible format. The shot list informs nearly every aspect of the photo shoot.

Transitioning Into A "Digital First" Mentality

It’s no secret that 2020 has proven itself to be a historic year. The COVID-19 Pandemic has created unrest and disrupted several industries along the way. While companies like Zoom, Amazon, Charmin and Lysol are thriving, it’s a different story for other major industries at large, as well as lot of small business owners. Companies today are putting a lot more effort into their digital brand identities and relying heavily on web based platforms and social media networks in order to serve the needs of their customers and keep their business moving forward. Whether you’re new to selling your products online or you’ve already created a digital footprint in the world of e-commerce, I wanted to provide some helpful tips for improving your visual marketing strategy and increasing your potential for e-commerce sales during the pandemic.

Getting Your Products Online

If your company is not already a well established brand selling consumer products on a mass scale directly through retailers like Target or Walmart, then first and foremost you’re going need a platform in which to sell your products. Fortunately and unfortunately, there are a LOT of options to choose from these days. If you’re a small business or perhaps you're launching a completely new brand, you may want to go the route of selling your products through established and well trusted e-commerce websites like Amazon or Ebay. This is a great way to start because people already use and trust the Amazon brand. In fact, in a 2020 article from Variety, "Amazon announced that it now has more than 150 million paid Prime members worldwide.” Those figures came from their fourth quarter 2019 results. And that’s not even including people with standard non-prime accounts. However, it’s important to keep in mind that simply being on the platform doesn’t guarantee success as there are many factors to consider such as your product images, pricing, reviews and rankings to name just a few.