For this assignment, we continue to explore the world of commercial/advertising photography. For this, we take it up a level as we will have you come up with a concept for the shoot as well as an estimate based on the criteria listed below.
The client is a cosmetics manufacturer who is coming out with a line of products (lipstick, base, mascara, etc) that is targeting the real woman. This means that they are targeting a market that is sort of the antithesis of the “Revlon” tradition of heavily manipulated images of women, which verges on the surreal. This new line of product is for women who strive for beauty but a beauty with a more natural and “real” aesthetic.
The products are produced with the theme of the 4 elements (fire, water, air and earth). They went a series of 4 glamour photographs that tap into each of those 4 elements. The have come up with a rough concept that consists of 4 head/shoulder portraits. More than just a photograph of a pretty girl, they want a photographer who can take the idea of of natural elements and come up with a series of images that really make a great leap of the imagination. The want images that remind women of their natural beauty and how the product can bring this out. They are also looking for images that tie into the idea of those basic elements and reminds customers what differentiates their products from those of their major label competitors.
They are not a major player in the cosmetic industry but that are a growing company that is targeting a youthful niche. Their budgets are not as huge as compared to the major manufacturers, but they nevertheless hope to be competitive in the particular market that they are pursuing. So, they are looking for photographers that are not only affordable, but that can provide them a big bang for their buck. They want the best photographer that they can afford. So, take this into consideration when coming up with your numbers.
Your estimate should reflect the creation of four images (though you will only be producing one image for the class presentation). However, we need to see a a concept for the entire series of images. So as part of your assignment, please take the time to produce a presentation that showcases not just the individual photographer, but all four. Please note for the purposes of your estimate, that the client is asking for four separate models of different ethnicities, skin tones and ages.
Remember to this presentation as a pitch in which you are trying to sell the client on the your team’s ability to deliver an exceptional project.
The four images would be used for a national advertising composing that is intended to run for a minimum of year. The ads will run over several publications with average prints run of 200,000. In total, the print runs will likely range between 3 – 5 million. The client is asking for a complete buyout for the image, but as always, you want to build elements into your estimate that would allow you room for negotiation.
You are competing with other photographers for this bid and so you will likely be competing on price to some degree.
This assignment is due in two week with image uploaded to the client by Sunday, March 22nd at 6pm.
Final Note: For this assignment I want you to work with a make-up and a stylist to help take the work to a another level and to get the insight and experience of someone outside of your group. Please be prepared to share information on these people as part of your presentation for this week.
Due Next Week
- Presentation for commercial gig with detailed estimate. (To prepare for your presentation have clear numbers for the cost of production (equipment, crew, studio, etc), licensing, and photographer/creative fee. What is the profit margin for the job based on your initial estimate? What is your point of negotiation based on price? Licensing terms? Be prepared to offer a counter to what I will propose to you during your presentation.
- Include mock-up for the images even though you are only producing one. You have include mood board to backup the mockups, but we need to see a clear and concise vision of what each image will look like.
- Submit images from your personal project. Email this image to be by next Sunday, March 15th at 6pm.