1. Module Title: Professional Practice

2. commercial photography

3. To explain the way in which a commercial advertising photography commission is conducted

5. Points Portfolio What clients to approach?
Approaching a client and setting up a meeting
Presenting work to a potential client
Receiving a commission
Quoting and negotiating for a job
Working with the client
Producing the job
Post Production
Invoicing and payment

6. portfolio
What kind of portfolio?

10. portfolio What kind of portfolio? Agent Approaching a client
Set up meeting
Portfolio meeting

11. be selective and only show your best work
is each image good enough for a promotional image?
only include work that will be relevant to the viewer
include a broad range of subject matters within your niche
don’t repeat yourself unnecessarily
pay attention to juxtaposition and flow, position images so they complement and work for each other, your portfolio should have a beginning, a middle, and an end
the goal is to leave a clear and memorable impression with a confident, signature style and/or cohesive subject matter
show work in a genre that you want to get more of
mount your first edit on a wall or view as a slide show, and live with it for a bit
look at lots of photographers’ websites and other promotional materials (and if possible their portfolios) to see what works and what doesn’t

13. estimates Producing an estimate
a). who do you want to work with? (producers, assistants, stylist etc)
b). What will you need to produce the work required?
c). any extra skills needed?
d). negotiation

15. Licence to use your work
For many jobs you are selling the rights to use your images NOT the amount of time it takes to do the actual job
Therefore essentially what you are quoting for is your clients right to use your work

16. Licence to use your work
The initial Licence
The original negotiated commission would include the following:
1 Year UK or any other single country – any two media
2 Years UK or any single country – any one media
In the UK, the photographers fee normally includes the first use of the photographs, but the duration , media and territory are frequently negotiated within this fee. It can be dependent on experience and desirability of the commission.

19. BUR (Base usage Rates)
The BUR is the starting point for negotiating use of the work over and above the initial commissioned media and time period and should be clearly stated on the photographer's original estimate.
It is the figure to which the percentages in these guidelines are applied. It is suggested that the BUR should not be less than the negotiated day rate, and could be pitched according to the amount of input and involvement required from the photographer.

20. BUR (Base usage Rates) example:
The client has commissioned a shoot for use in the UK, press and posters for 1 year.
They now want to include point of sale
How can we calculate what to charge?

21. BUR (Base usage Rates)

22. BUR (Base usage Rates) BUR has been negotiated at £2000
A licence for point of sale should be 25-50% BUR
i.e. cost of additional licence is £500 - £1000

23. BUR (Base usage Rates)

24. copyright Don't assign copyright
In principle, we are opposed to the assignment of copyright. However, we recognise that agencies sometimes need to negotiate a fee covering any future use of the photographs without continuous reference to the photographer. In such cases, the Licence to Use will specify All Media" under Media Use, the Territory will be 'Worldwide" and the Time Period will be "Unlimited". The licence will be exclusive to the Agency/Client and will cover all uses of the photography in relation to the product named on the licence. The photographer retains the right to use the photographs for promoting his/her own work. The All Uses licence is subject to the general Terms and Conditions and therefore does not permit use in relation to another product or sub-licensing, for example to a photo library.

26. Pre Production Layouts sent by email Recce Casting Model making
Pre production meeting with ad agency
Pre production meeting with ad agency and client

27. Show Layouts

29. Very Important
For any job you do make sure you have written confirmation of the commission from your client
If possible this should take the form of a purchase order
At the very least it should take the form of a written confirmation of a brief and agreed fees and expenses
If you do not obtain this you will be liable for the costs of the job!

30. Purchase Order

31. Call sheet

32. Production What happens on a commercial shoot? Who is present?
What is required?
Model and Property Releases

35. Post Production Film processing and contact sheets
Digital file editing
Client selects
Digital scanning
Digital Post Production retouching

37. Invoicing and payment Confirmation of satisfaction Submit invoice
Chase payment