Have you ever walked past a beauty photo on the shelf at ULTA or flipped through a glowing photo on Instagram and thought, “I want to make pictures like that”? Or perhaps you are a photographer who has seen a photo and thought, “I could have taken that picture better!” You have the skills, but you don’t know how to enter the commercial market. In this article, I will share how to enter the market and reveal tips and tricks for success in commercial photography.
What is commercial photography?
In its simplest definition, commercial photography is an image used to promote a business. Whether you are shooting a product or a person, if it is used to advertise a business, it falls under the category of commercial photography.
What Do I Need To Get Started In Commercial Photography?
Because the definition of commercial photography is so broad, it’s difficult to make a list of minimal equipment. When I started, I had a couple of poster boards from Hobby Lobby, an exit card, and a large window. I could never have created the images I’m creating now with such a simple kit, but I had to start somewhere, and that’s where my journey began.
Your first purchases will be backdrops, reflectors, and any props specific to your footage. You can use plain paper from a craft store or a backdrop designed for photography. My favorite brand for this is club background. They’re waterproof, they’re slamming and invisible, affordable, and fun and modern colors and patterns. Other brands I have used are Savage Universal, Surface copy, Squid and Elm, Kate Backgroundand more.
As you start working more advanced, you’ll want to add strobe lights, reflectors, matte paper, snobbishand gel for your setup.
My current setup is Canon R5matte paper, Godox wardrobea series of softboxes and reflectors, a snoot, Optical spot Lindsay Adlerthe V-Flat . flat world lighting cone, extension tubes, rimless water tanks and perhaps 100+ backdrops and papers. In 2018, I started transforming my garage into a product workshop. Over a four-year period, I repaired the walls, installed an air conditioning unit, built custom racks, and redecorated the floors with waterproof “oak” vinyl. I even created a colorful custom wallpaper and added a bold yellow sofa, making it my fun creative space to stand out, style, fill, and snap.
My favorite lens for product photography in action Canon RF 100mm f/2.8L macroalthough I sometimes switch to wider lenses for different shots.
How do I get clients in commercial photography?
Rule number one for getting clients in photography is this: you attract what you put out. You have to show brands what you can shoot before asking them to hire you.
I have been working in the CPG (consumer packaged goods) space for a few years when I aspired to break into the commercial sports space. My schedule is already quite busy, but I decided for a year to do a free sports photo shoot every month. I want people to vote on my Instagram (@sportsphotographermiami) for which sport should I shoot next. I did everything from skateboarding to golf, boxing, swimming and calisthenics.
I didn’t make it to the 12th month of the project month because by the 10th month, the work I did had attracted the client. Within a few years, I was contracted to work for everything sports-related, including celebrity athletes, sports supplement companies, and corporate organizations. If you create great work and market it well, you will attract customers in about a year or two depending on how consistent you are.
With my CPG job, I started with a line of skincare products (and my minimalist window setup) to work with brands in ULTA, Target, Whole Foods, Cosmoproof, etc. I did. follow the same pattern: create the work, market the work, and attract customers. Currently, I work mainly in the clean and beautiful space and cuisine.
You have to show people what you can do. I attended an event last week in South Beach, and there was a new modern wine coming out. I love the brand and everything about this product line. I made my way around the crowd and found the man in charge. I asked if I could take a bottle home and show him what I could do with the wine. He handed me a bottle with a smirk, saying, “I already have a photographer, but I like confidence.” A few weeks later, I received the email I was expecting! Showing brands what you can do, if you do it well, is how you get in.
If your skill level hasn’t reached that level yet, try working as a photography assistant for a local commercial photographer. I allow aspiring photographers to assist me with certain shoots, and there’s no better way to learn than working with a live expert where you can watch the process and ask questions.
How much should I charge for commercial photography?
As in most industries, your price will depend on a few things: your skill level and experience, the needs of your client, the use of the image, and the time it takes to create the image. When I started out with nothing but passion and a bounced card, I’m embarrassed to say I charged $350 for 30 images. I can’t believe I just wrote that publicly. I knew I was inexperienced in the field (although I’ve been photographing weddings for eight years) and I needed a reason to learn. Now my contract is a 4 to 5 digit bill depending on the job and usage.
Tips and tricks
Here are some tips to help you have a smooth shoot.
1. Plan your shots in advance
Make sure you have a summary or mood board from your client. This should include color schemes, styles, props, etc. I ask my clients to give me a brief two weeks before the shoot date. This allows me time to order any specific props or backdrops for the shoot.
2. Have a contract
I will say that again. There is a contract. Always. Every times. Regardless of who you are working with. Your contract should at least outline image use, payment, and distribution. Mine also anticipate scenarios: what if the client doesn’t deliver their product to me by the date of the shoot? Can they get the raw images? Am I allowed to use images to advertise my studio? And more.
3. Hone your post-production skills
There are a few things that differentiate beginners and pros: the photographer’s editing and lighting skills. I recently had to shoot a line of white products on a white background with lettering on foil. OH. That is a challenge. I wasn’t sure if I should celebrate or run when they asked to switch to a monthly contract. Lighting and editing skills take years to develop and refine. There are dozens of tricks that I have learned over the years that have enhanced my work. With product photography, it’s almost mandatory to work on Photoshop, as it allows you to make specific edits, tweaking the fonts, colors, and details of each photo.
If you feel overwhelmed reading about editing in Photoshop, using a closet, and having a studio full of specialized equipment, let me take you back to this picture.
I took this photo eight years ago with a window, a return card and a white poster board from Hobby Lobby. I would go crazy trying to work with such a basic setup right now, but you can start creating images now with what you have.
The best part is always in the comments. If you have any questions feel free to ask them there, or if you work in the commercial, I’d love to hear about your journey and any favorite tips you’d like to add. Leave your social handle; I would love to see your work.
