Concept: Wine and food pairings with lifestyle and cooking images in an outdoor environment
Licensing: Point-of-sale and collateral use of up to 26 images in perpetuity
Photographer: Portraiture and home/garden specialist
Client: Large wine brand
Here is the estimate (click to enlarge):
Creative/Licensing Fees: The client presented a shot list that included six food/wine pairings, each with two variations: one featuring the owner of the company and one without. Additionally, they asked for one hero shot featuring the same subject preparing food. For each of these 13 images, they asked for a vertical and a horizontal option, totaling 26 shots. The primary purpose of the shoot was to create point-of-sale content to accompany the bottles in stores, and they anticipated using some of the shots on their website and for other collateral purposes. I priced the first image (the hero shot) at $2,500, images 2-7 (the first six food/wine pairings) at $1,000 each, images 8-13 (the next six food/wine pairings) at $500 each, and images 14-26 (the second orientation of each shot) at $300 each. That totaled $15,400, which I rounded down to an even $15,000. While I wanted this number to reflect a fee for a one-year license, and then double or triple it to account for the perpetual duration, based on my experience I knew that aiming higher than $15k for a one-day shoot would likely put this photographer out of the running for this particular project, so we stuck with this number.
Tech Scout, Pre-Production, and Travel Days: We included one day for the photographer to scout the location ahead of time and another day to line up their crew and work out logistics/scheduling with the client. We detailed that two travel days were waived because the photographer was willing to work as a local.
Assistants: We included a first and a second assistant for the shoot day to help with lighting/grip and to be extra sets of hands-on sets.
Digital Tech: We included a digital tech to help display the images to the client as they were being captured.
Equipment: This included the photographer’s cameras and lenses, as well as their grip and lighting equipment and workstation for the digital tech.
Airfare, Lodging, Transportation: We detailed that these expenses were waived as the photographer was willing to work as a local.
Mileage, Parking, Additional Meals, Expendables, Misc.: This included about $250 for mileage and supplemental meals and another $250 for a bit of buffer and to cover unforeseen expenses.
First Edit for Client Review: This covered the photographer’s time to do an initial edit of the content, and provide the client with a gallery of content to review.
Retouching: We included $200 for each of the 26 shots, and noted that this included up to 2 hours of retouching per image.
Results: The photographer was awarded the project