Concept: Environmental portraits of a celebrity
Licensing: Unlimited use of all images captured for two years from the first use
Photographer: Portraiture specialist
Client: Large alcohol brand
Here is the estimate (click to enlarge):
Fees: While the portraits would be rather straightforward, the celebrity talent required a photographer who had experience working with high-profile subjects and — due to said talent’s busy schedule — the ability to capture strong content in a short amount of time. That put upward pressure on the fee, and I felt that a creative fee alone was worth $4,000.
For the licensing, even though the client requested unlimited use, they were most likely to place the content in regional advertisements — primarily on in-store displays. I felt $6,500 was appropriate for one year of usage, then added 50% to account for a second year, bringing me to $9,750. I arrived at a $13,750 fee by combining the $4,000 creative fee and the $9,750 licensing fee. On top of that, I added a $1,500 fee for the photographer to attend a tech/scout day on location.
Crew: Given the nature of the project, I included a producer and PA to help coordinate the day and help hire/manage the rest of the crew and styling team. We added a first assistant (who would also accompany the photographer on the tech/scout day), a second assistant, and a digital tech as well. The digitech’s rate included a $500 fee and $1,000 for a workstation and, overall, the rates were appropriate for the given market.
Styling: We included a hair/makeup stylist and a wardrobe stylist, as requested by the client. The wardrobe stylist would just be preparing clothing provided by the talent, so no shopping/return days were needed.
Equipment: We included $1,500 for cameras/grip/lighting and a modest fee to cover production elements like tables, chairs, etc.
Health and Safety: We included two days for a COVID compliance officer (which covered the tech/scout day and the shoot day), plus a few hundred dollars for PPE.
Meals: This rate was $75 per person on the day of the shoot.
Misc.: The venue was a bit out of town, so this fee covered mileage, parking, some additional meals, and a bit of overhead for any unforeseen expenses that might arise.
Postproduction: We included $500 for the photographer to perform basic color correction and provide a gallery of his favorite shots. We also added $350 for a hard drive to deliver all of the images, as the client would handle retouching.
Results: The photographer was awarded the project, and the client ended up expanding the usage to include an additional year for one image for a fee of $3,750.