Behind the Lens: Photoshoot Basics

Hanifa Sekandi

Project Manager

Every photo tells a story. Start with a lookbook and a mood board to capture your unique story.

If you have read our blog on brand familiarity, you will remember that we highlighted the importance of developing effective visuals and owning an exclusive library of brand images. 

Stock images are great for short-term use. However, there are many limitations. In the long run, investing in product or stock photography will save your company money and allow you to craft an authentic story, particularly if you plan to venture into out-of-home advertising. There is no guarantee that another brand in the same or an entirely different industry will not use the same image you selected for a campaign after your licensing agreement expires. In a photographic world where people rely heavily on visual cues to remember your brand, they may recognize two brands using the same stock image. Perhaps you have made note of this before.

Tips To Plan Your Next Photoshoot

So, how do you plan a photoshoot? When you see the final product, it looks like an easy task. How hard is it to get people in front of a camera and take a few images? As you know, things are never as easy as they appear. Most people do not discover this until they plan their first photoshoot.

You need a lookbook and mood board.

A lookbook and mood board are not the same, although some people use one or the other. What’s the difference between the two?

Lookbook: A Full-Scale Visual Plan

A lookbook is a full-scale visual plan of what you want to accomplish for your photoshoot. It will include character personas (who the talent will embody), clothing, location, and hair and makeup. It will also include a brief on the overall goal and theme of the photoshoot. Every team member will have access to the lookbook.

A lookbook is not just a guide for you. It is a guide for your photographer, clothing stylist, hair and makeup artist, and anyone on your creative team, including crew members. Lookbooks should also include a scene list—how you will use the location you have selected and how the character (talent) will be photographed in that scene. If you choose to shoot in the studio and solely use backdrops, this still applies. Detailed lookbooks with multiple or complex scenes also include how the talent will be styled by the creative team. The lookbook is your blueprint.

Mood Board: One-Page Overview

A mood board is a one-page overview of the overall mood of your campaign. This can include photography style, clothing style, preferred angles, and overall aesthetic. Teams that have a strong working relationship often utilize this format. In some cases, a mood board is all you need. 

If you have been working with the same client for many years and understand their overall aesthetic, a mood board will be enough to convey the theme, style, and aesthetic of the desired shoot. We do not recommend this approach for new projects, working with new team members, or large-scale productions with multiple scenes.

Teamwork Makes the Dream Work

Once your lookbook is ready, it is time to assemble a team. A great idea is only just an idea until it is executed. There are many great creatives to work with. The reality is that everyone has a style or skillset. Knowing what you are looking for and who can achieve those results should be your approach. 

What should you look for when hiring your creative team? 

• Photographer: The most important member of your team is your photographer. Choose someone with a style that suits your overall aesthetic—what you want the final images to look like. Their portfolio should give you insight into their style and the types of work they have done. Although this seems like common sense, it is not. Do not assume a photographer you like can provide you with the result you desire simply because they know how to take a good photo. 
• Hair and Makeup: Now that you have secured your photographer, you will need to find a hairstylist and makeup artist. Ask your photographer. They often have a list of people who they have worked with. 

PRO TIP: If you are shooting a diverse group of talent with different skin tones, ensure that your makeup artist and hairstylist have experience working with diverse talent. Remember, poorly done hair and makeup cannot be fixed with great photography.

Meet the Team Before the Shoot

When you book your stylist, set aside a day or two for fittings. This will allow you to give your clients snapshots of what the talent will wear on the day of the shoot and make edits before the big day. Keep in mind that most stylists will charge an additional fee for fittings. 

Once you have selected your team, set aside time a few weeks before the shoot to discuss the overall concept, conduct fittings with the stylist (if needed), and work out the timing. This is also a great time to discuss post-production and the overall look and feel of the photos. Your team needs to have this in mind on the day of the shoot.  

Building Custom Photo Libraries

With exclusive photography, you can truly own your brand story. Coordinating a photoshoot requires time and patience. But with careful planning and a team that’s aligned before the shoot, the result is worthwhile.

Here are a few more final images from the photoshoots above.

Interested in a library of visuals to differentiate your brand? We can help. Contact us.