Begin with the business purpose
The most useful first sentence explains why the photographs are being commissioned. A recruitment campaign, annual report, retail launch and press story may involve similar people or places, but they require different moments, crops and levels of polish.
Name the audience and the decision the images should support. This helps John judge whether the set needs to feel authoritative, human, energetic, technical or quietly observational before discussing equipment or individual frames.
List the essential photographs, not every possibility
Separate the non-negotiable photographs from useful extras. For people, identify priority individuals, teams and activities. For a workplace, list the important spaces and processes. For a product launch, include packshots, details, use in context and any required groupings.
A prioritised list protects the commercial purpose when time changes on the day. It also gives a realistic basis for the schedule and quotation.
- Must-have subjects and moments
- Useful secondary coverage
- Required horizontal, vertical or square crops
- Any images that must leave room for copy
Explain where the images will be used
Website banners, press releases, paid advertising, social posts, printed brochures and exhibition graphics need different resolutions and compositions. Stating the known uses helps protect space for headlines, create suitable orientations and price licensing clearly.
If the campaign may expand later, say so. It is easier to agree sensible usage at the start than to discover after delivery that a key format or market was not included.
Share the practical facts early
Location access, parking, security, inductions, public opening hours, staff availability and travel can shape a shoot as much as the creative idea. For a live workplace or venue, identify the person who can approve access and keep the day moving.
Provide the likely date, access window, address, number of people, delivery deadline and any safety or confidentiality requirements. John can then recommend a schedule, lighting approach and level of production that fit the real conditions.
What to send for an accurate quotation
A concise email or project brief containing the following is normally enough for a useful first response. Unknown details can be marked as undecided rather than guessed.
- Purpose and audience
- Location and likely date
- People, products or spaces involved
- Priority shot list
- Usage and required formats
- Delivery deadline
- Brand references or an existing visual style
- Known access, travel or production constraints
