Brand photo shoots: how to write a brief that gets results

I shoot campaigns and product photography for fashion and lifestyle brands (HERBODY among others). The difference between "nice photos" and photos that sell is the brief. Here is its skeleton.

1. Goal and placements

Where will the photos live: website, marketplace listings, Instagram, out-of-home? This defines formats, orientation and quantity. A product-card frame and a banner frame are different frames.

2. References and anti-references

5–10 examples of "we want this" and 3–5 of "definitely not this". Anti-references save hours of discussion.

3. Shot list

The must-have frames: product solo, product in hands, on a model, texture macro, lifestyle scene. Without a shot list something always gets forgotten — and a reshoot costs more than planning.

4. Team and production

Model, makeup artist, stylist, location — I handle production with a trusted team in Moscow, Belgrade and Madrid.

5. Rights and timing

Define where the brand can use the images and for how long, and whether exclusivity is included. My timing: RAW files on the day of the shoot, retouching within 2.5 weeks.