If you’re looking to hire a photographer, a well thought out creative brief can help you get the best results possible, most efficiently.
Whether you’re planning a one off photoshoot or preparing a high volume, repeatable process, a good photography brief can ensure a smooth process for everyone involved.
What is a Creative Brief?
A creative brief is a document that concisely outlines the most important details of a photoshoot or creative project. It provides the photographer with a clear understanding of what the client wants to achieve and how.
Most briefs include information like an overview with goals and objectives, the intended audience, creative strategy, a deliverables list, and other logistical details like budget, timeline, and location.
Essentially, a good brief bridges the gap between a client's vision and the photographer's execution.
Why are Creative Briefs Important?
Simply put, creative briefs give you a plan.
A brief will align you and your team on goals and objectives, enable efficient collaboration, and provide clear measures for success when your shoot is done. Even straightforward photoshoots can have a lot of moving parts that require some coordination, so it's always good to start planning with a brief that can grow with your project.
When to Prepare a Creative Brief
A brief is a great way to kick off a project.
As you develop ideas, your brief can evolve and be edited as you make progress. It’s also a good idea to have a solid creative brief in hand before hiring a photographer or other third parties, just so you can easily share what you have planned so far.
This helps everyone gauge how they can best meet your needs. As plans are solidified and contracts are signed, update your brief to reflect the latest details.
Key Components of a Creative Brief
There is no one size fits all creative brief, but the most important details that can form the foundation of your document include:
- Introduction and Overview: Describe the context, purpose and scope of your project. Include any important background information about your brand and campaign, and give a concise summary of the shoot.
- Goals and Objectives: Goals should be specific, measurable, and attainable — and not too complicated. Clear objectives and goals should state What is expected and enable stakeholders to efficiently define and delegate the How.
- Audience: Provide detailed information about the intended audience. This will help your photographer understand who the images are for and inform creative decisions for the shoot.
- Creative Direction: The creative direction should capture the mood, style, and overall tone of the desired images. This could include a moodboard with visual references, inspiration, themes, and key messaging.
- Deliverables: Create a detailed list of what you expect to receive from the photographer. Include the number of shots needed, notes on what types of shots you need (e.g., product, portrait, wide-angle, detail), and any technical specifications like resolution and file type.
- Timeline: Include all important dates and deadlines, not just the shoot date or due date. A timeline with clear milestones will help keep everyone on track and on time, from start to finish.
- Budget: You may not share your budget up front when hiring, but having a planned budget is vital for managing expectations and properly allocating resources.
- Logistics: Include any additional details like specific shoot locations, permits, rentals, props, and model information.
- Roles and Responsibilities: Identify all key stakeholders and their roles. It’s also helpful to include notes on how you plan to communicate and stay in touch throughout the duration of your project.
Creative Brief Templates
You can use the components above to create a brief template of your own to reuse. When crafting a brief, feel free to add or remove sections to cater to your brand’s specific needs. Be sure to save your brief for future reference, you can always iterate on it for your next shoot, or re-purpose it if you have recurring creative projects.
Here’s a example creative brief for an athletic clothing photoshoot that can help you see how all the different pieces fit together:
1. Introduction and Overview
Project Description:
The objective of this photoshoot is to capture the essence of our latest urban-inspired athletic clothing line. The images will be used across our marketing channels, including our website, social media platforms, and printed lookbooks. The aim is to showcase the blend of style, functionality, and comfort that defines our new collection.
2. Goals and Objectives
Goals:
- Create visually engaging images that highlight the key features and versatility of the new clothing line.
- Enhance brand recognition and appeal to our target demographic.
- Drive engagement and conversions on our online store.
Objectives:
- Produce a total of 50 high-quality images, including lifestyle and product shots.
- Generate a 20% increase in social media engagement within one month of the campaign launch.
- Achieve a 15% increase in online sales of the new collection within three months.
3. Audience
Demographics:
Gender-inclusive, aged 18-35, city dwellers, fitness enthusiasts, mid-to-high income level.
Psychographics:
Individuals who value both style and functionality in their athletic wear. They lead active lifestyles, enjoy urban environments, and value both form and function in their fashion.
4. Creative Direction
Mood:
Energetic, edgy, and contemporary.
Style:
Urban settings, dynamic poses, a mix of day and night shots to reflect versatility.
Visual References:
Street scenes with vast concrete walls and rooftop settings with cityscapes in the background. Athletes performing various activities like running, yoga, and casual streetwear looks.
Color Palette:
Bold and contrasting colors that complement the clothing line. Natural lighting for daytime shots and dark, artificial lighting for nighttime shots.
5. Deliverables
Shot List:
- 30 lifestyle images, various compositions, showcasing the clothing in different urban settings.
- 20 standardized studio product shots, highlighting the details and features of the clothing.
File Formats:
JPG and PNG, with a mix of landscape and portrait orientations, at least 3000 pixels on the long side.
Editing Requirements:
Basic retouching, color correction, and background enhancements where necessary. Draw inspiration from VSCO’s High Beam series of presets.
6. Timeline
- Pre-Production Meeting: June 20
- Photoshoot Date: July 10
- First Draft of Images: July 15
- Final Delivery: July 2
7. Budget
Total Budget:
$7,500
Budget Breakdown:
- Photographer Fees: $3,000
- Models: $1,500
- Studio Rental and Permits: $1,000
- Wardrobe and Props: $1,000
- Post-Production: $1,000
8. Logistics
Shoot Locations:
- TBD Downtown building with brutalist concrete architecture
- TBD Rooftop locations with skyline views.
- In-house production studio @ 8th Ave and 6th St.
Permits:
Street and rooftop shooting permits to be secured by the project manager.
9. Roles and Responsibilities
Project Manager:
Name and Contact Information
Overseeing the project, coordinating with the team, and ensuring all aspects are on schedule.
Photographer:
Name and Contact Information
Responsible for capturing and editing the images.
Stylist:
Name and Contact Information
Coordinating outfits and ensuring the clothing is styled appropriately for the shoot.
Models:
Name and Contact Information
Modeling the clothing as per the creative direction.
Photo Assistant:
Name and Contact Information
Assisting the photographer with equipment and setup.
Creative briefs for different types of photoshoots
Different photographers and different types of photoshoots may require special considerations as you pull together your brief.
- Portrait photography briefs: Pay particular attention to who is being photographed and ensure the creative direction captures the correct mood – a corporate headshot can be very different from a candid portrait. You may also want to include model releases in the logistics section of your brief.
- Event photography briefs: Events have a lot of details and often require perfect timing in order to capture specific shots. Ensure all permits and passes are accounted for in your brief, especially for ticketed events, and be sure to include a detailed schedule.
- Product photography briefs: Ensure the photographer understands the product and its value to customers, this can help them develop creative ideas that showcase it. Consider preparing product samples and use reference images to share the look you’re after.
- Real Estate photography briefs: Real estate briefs can vary on the piece of property being photographed. Be sure to include any important details about the land or architecture that you would like to highlight. Consider using a creative brief template that you can quickly modify if you specialize in a particular kind of real estate.
- Commercial photography briefs: Larger-scale commercial shoots usually have more people involved, bigger budgets, and more moving parts. This makes a detailed brief even more important. Assign well-defined roles and be sure to include a process in your brief for keeping everyone in touch and in sync as the project progresses.
- Food photography briefs: Photographing food can be very detail-oriented. You’ll likely need to collaborate and coordinate with chefs, food stylists, and studio managers. Consider co-developing the creative direction with the input of a food stylist and make sure all the logistics are covered.
- Wedding photography briefs: Weddings are incredibly personal events and as a photographer you only have one chance to get the shots you need. Make sure to review a detailed deliverables list and full wedding day schedule, and even consider bringing on an extra photographer or assistant.
Budgeting Your Photography Brief
A project’s budget should be well-defined in any photography brief. With a clear budget in hand, project managers can efficiently allocate resources and ensure everyone is satisfied with their role – and payment. You may or may not choose to share your budget, especially depending on where you are in the hiring process. Different photographers will produce different estimates, so it often makes sense to use your brief to get a ballpark quote first before leading with your full budget. If you’re on a tight deadline or budget, it could be best to state your numbers up front for the sake of transparency and efficiency.
Depending on the type of brief you’re preparing, the detail and size of your budget may vary. A professional headshot will be significantly less involved than a high-budget, high-production commercial shoot. Be sure to review the Logistics section of your brief to ensure you’ve captured any hidden or itemized expenses – the little things can add up fast.
Learn more about common photography rates and costs in our Photography Pricing Guide.
Developing a brief with a photographer
Collaboration is essential when developing a creative brief. By involving a photographer early in the process you will often benefit from their creative expertise.
- Start the conversation: Share your initial brief and have an in-depth discussion about your project’s requirements, vision, and goals. Listen to the photographer’s suggestions and incorporate their feedback.
- Creative collaboration: Work together to brainstorm ideas and further develop the creative direction. This collaborative approach ensures that the photographer is fully invested in the project and understands your vision.
- Review and revise: Continue to update and iterate until all details of the project are finalized and you’re ready to shoot.
For more advice on working with a photographer, check out our Guide to Hiring & Working With a Professional Photographer.
Share your brief with a VSCO Hub photographer
When you’re ready with a creative brief for your next shoot, use VSCO Hub to find a photographer that can capture your vision.
Not sure where to start? Use search by reference image to find a photographer that matches your style, filter by experience and location, and send a direct request to start collaborating on your next project or campaign.
