Advertising photography: what it is and how to hire it well
What advertising photography is, how it differs from editorial and lookbook work, what a production includes and what to prepare before you hire.
Advertising photography is made to sell or make known something: a garment, a collection, a product or a whole brand. It starts from a commercial goal and is used in campaigns, social media, websites, shops and print. Here I explain how it differs from other types, what it usually includes and how to prepare before hiring it.
Advertising, editorial and lookbook: not the same thing
| Advertising | Editorial | Lookbook | |
|---|---|---|---|
| Goal | Communicate a sales message | Tell a story or concept | Show the whole collection |
| Protagonist | Product or brand | Visual idea | The garments |
| Typical use | Campaigns, ads, web | Magazines, portfolio, brand | Catalogue, shop, social media |
A single brand may need all three over the year. For a closer look at the difference, read what editorial photography is.
What a production usually includes
- Goal and audience: who you are speaking to and what you want them to feel or do.
- Concept and moodboard: the visual tone, colour and mood.
- Selection of garments or products and the order of the shots.
- Model, location, makeup and hair, depending on the project.
- Shoot, selection and editing with the agreed deliverables.
Before hiring, be clear about
- Where the images will be used: social media, online shop, print, paid ads. Usage defines the scope.
- How many images and in which formats you need: vertical, horizontal, square.
- Delivery times and launch dates.
- Who provides what: garments, model, styling, location.
- Usage rights: what you can do with the photos and for how long. Settle it in writing with whoever you hire.
Have a campaign in mind?Tell me the brand, the goal and the date, and I will guide you on the scope.Get a quote on WhatsApp
How to prepare the shoot
- Gather references and build a moodboard.
- Prepare the garments: ironed, complete and with their accessories.
- Define a short palette so the set looks consistent.
- Prepare the brief: goal, audience, usage and a list of wanted shots.
If you work in fashion, this guide complements the one on fashion photography for clothing brands and the one on how to choose a photographer.
Common mistakes
- Asking for “nice photos” with no goal.
- Not defining the usage and having to renegotiate later.
- Bringing too many garments with no order: time and consistency are lost.
- Choosing on price alone and not on the portfolio and way of working.
Let us talk about your projectWe schedule a virtual meeting and I send you the quote.Schedule a meeting
