For some photography and film projects, set designers can be just as integral to a production as finding the right talent and photographer. After all, having a creative setting that enables the talent to interact will help bring your visual concept to life and elevate your photography. Sometimes you may be able to find a location that matches your vision. However, it’s possible that timing or even budget constraints won’t allow for the rental of a commercial facility. So, you may have to hire a set designer and crew to build it from scratch.
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The concept of set design (also known as scenic design) has its origins in ancient Greek and Roman theater when painted pictures were hung as backdrops behind the stage. In the 19th century, 2D backdrops became 3D and designers implemented lighting and electricity to create immersive settings. We’ve come a long way since then, but the underlying concept is still the same. For example, we now have new technologies and innovations like CGI, 3D renderings, and LED screen backdrops
At Wonderful Machine, our definition of set design and construction is a “company that designs and/or builds sets.” Set design applies to the creation of sets for theatre, photography, film, and television. But, for this article, we’ll focus specifically on commercial film and still photography.
Among set design and construction crew, you might find a set designer, production designer, builder, prop maker, or stylist. Some designers will exclusively conceptualize and provide creative direction for the set. Also, they will work with a builder to fabricate backgrounds and props from scratch. In contrast, others may have a team working with them at the company to create everything in-house.
Los Angeles-based set design and prop styling company Wooden Ladder offers a full range of services that align with what you would call the “art department” on a film or TV set. Founder Ward Robinson started the company as a set and production designer, and prop stylist in the LA area. From there he built up a team that spans other cities including New York, Chicago, Atlanta, and Nashville. They offer production design, prop styling, custom set construction, prop fabrication, digital design, and 3D rendering services.
Building sets for photography and film can be relatively simple, like building a textured wall to be part of a room, or complex projects like recreating an industrial facility for the talent to interact within. Set design may even require extensive knowledge of period furniture, colors, and props in some cases. Ultimately, each project has its own unique needs. Ward explains:
Some require minimal to no environment while others need a detailed setting. Constructing a set allows the creative imagination to come to life with fewer limitations or constraints.
The biggest benefit of creating your own set for production is the ability to create something completely custom that suits your project’s needs. Also, it is often easier and quicker to create a set for the specific needs of your project rather than trying to find an already existing location that perfectly fits the bill.
Building a set allows the client/creative team to get exactly what they desire, rather than having to compromise to fit an existing location. The ability to create a space that is outside of the realm of reality or standard dimensions, when appropriate, can help a project excel. – Ward Robinson
Ufa, Russia-based Vasya Kobelev is a set designer and product photographer who goes by “Monorave.” Vasya has experience working on both sides of the lens and he is often called upon to create unique sets and props for fashion and conceptual projects. He can come up with creative concepts, create 3D models, and participate in the building process to create something that doesn’t exist in nature.
A set designer can bring together a client’s ideas and the vision of the director or photographer. We know how to build pillars in a quick way, how to fix the fabric beautifully, and sometimes even how to make a faux furry orca.
While there are companies with extensive experience in different types of set design, there are also people who have carved out a niche by specializing in fashion, editorial, or even conceptual work.
In most fashion editorials, photography has an underlying concept and narrative that helps sell the product creatively. Hence, it’s no surprise that fashion houses and magazines often employ set designers for their photoshoots, advertising campaigns, and runway shows.
New York-based set designer and art director Donnie Myers specializes in set design and styling for fashion and celebrities. He started his career in this field after studying filmmaking at the Art Institute of Chicago. Here he learned carpentry, painting, composition, and the design skills to build his own sets.
I assisted a set designer in NYC in the 1990s and worked on many photoshoots with celebrities and advertising clients. Ive done a lot of work for Michael Kors, Club Monaco, Adidas, L’Oreal, and Vogue. I also worked on the first Zoolander film and videos for Jay Z.
Despite the perceived flashiness of the fashion industry, Donnie’s approach is creative but restrained. He strives to create visual balance and space for the talent and luxury garments to shine.
I am a minimalist so I don’t like over-styled rooms full of props. I prefer simplicity and environments that give the models and photographers space to create a more complex world within my environment.
Like Donnie, many set designers come to the profession after being in art school. Others have a background in interior design or architecture. And some, like Ward, have found their way into the career by assisting other designers.
From my interactions, I find set designers and production designers come with a wide range of personalities and backgrounds. Some start as an assistant, learn the department, and work their way up. The latter is the best description of my journey to production and set design.
When hiring a set or production designer, first think about the creative direction and the needs of the project. How complex is the project? Do you need a large-scale build or a special prop? Consider any special skills or experience that the project requires when selecting an individual or company to hire.
With a department that offers a wide variety of talented people with specific expertise, finding the right fit per project is important. As in any collaborative industry, the meshing of personality traits can often be as much of a factor as actual hands-on abilities. – Ward Robinson
Set and production designers must have good technical skills, an eye for detail, and creative abilities to succeed. Still, it’s equally as important they maintain a good rapport with clients, directors, talent, and crew.
The art of creating photoshoots is a team effort. It is important to have a good work ethic. To work well with all types of people and to be able to problem-solve for the greater good of the production. – Donnie Myers
When clients and photographers approach set designers, they should have a clear idea of the concept and tone for the shoot and be able to communicate it clearly to the set designer. As visual storytellers, many photographers tend to be hands-on with the process of conceptualizing and building the set. This means that they often need to work closely with the designers and builders to create the ideal setting for the production.
When Chicago-based photographer Kirsten Miccoli worked with set designer & prop stylist Jim Lichon on a project for a fabric company they hired Big City Sets to construct the backgrounds and props. The concept for this production involved creating a jungle out of the client’s fabrics that the model could explore. This required meticulous attention to detail and close collaboration between all those involved.
I worked with the construction team to select the plant silhouettes for the jungle, deciding which fabric made sense for each of them. Before the shoot, I paid a few visits to the prop house to watch the items being built and we spent the day before arranging the set.
Since the scenery was made up of the client’s fabrics, it wasn’t simply serving as a visual backdrop — it was an integral part of the concept and design. In this case, the background details were just as important, if not more, than the model on set. After creating the individual components, the team collaborated on the lighting and placement. They ensured that it all worked cohesively to showcase the fabric in a creative and visually compelling way.
We needed to make layers so that it didn’t look one-dimensional and we needed to prop up everything in a way that didn’t show the supports or strings while also lighting it to show the diversity and colors of the fabrics. It needed to be surreal and bright but still elegant/sophisticated and that is always a tough blend!
The cost of hiring a set design company to build your set will vary significantly. The final price will depend on location, scope of the project, and how many people are needed for the production. In an article about the cost of building a film set by Beverly Boy Productions, they note that “availability of construction materials and timing required to build the set will also play a role in the total cost.”
Often, a set build can be completed for under $10,000 as compared to the cost of renting a location which can quickly be significantly higher — think a motel or an amusement park.
For a larger commercial project, you may need to hire a production designer, set designer, prop maker, and stylist. But if your project is small, you could consider just hiring a set designer. Vasya’s rates start at $1,500 and increase depending on how much time is spent on the job.
The figure varies a lot depending on the location of the shoot. As a set designer, my cost increases depending on how much time I commit to the project – do I only develop the concept and artwork, or will I also be involved in set building? And how many days will it take?
Set design becomes especially crucial when your concept requires creating something that doesn’t exist in nature. Ultimately, an experienced set designer can bring your vision to life. They will create vignettes that transport the viewer and significantly contribute to the success of a project.
Further Reading:
Rethinking The Future: Past, Present, and Future: Set Design
Trendland: The Role of Set Design
FStoppers: How Set Design Is Enhancing My Photography
In search of set design crew? Check out our Find Crew page!
If you are a set designer and you’d like to be listed, let us know!