Commercial photography is used to sell products or services and can be a lucrative field. Starting with a creative portfolio and targeting smaller advertising agencies can lead to success. Trade magazines and the Advertising Photographers of America provide helpful information. Agencies may require contact information, rates, and promotional pieces. The types of images used in commercial photography are diverse.
Commercial photography is typically used to sell a service or product. Generally, the work for people interested in starting a commercial photography business comes from advertising agencies and graphic design firms. It can be a lucrative and thrilling field of work.
To get started in commercial photography, it’s important to start a portfolio. Potential clients will usually want to see signs of creativity, more than just showing samples of advertising work. For example, the kind of portfolio a commercial photographer would show a curator at an art museum is the same creative portfolio they would show a high-end company. Also, a good portfolio will show that the photographer is well versed in the technical aspects of her field.
It is often recommended that those people starting a commercial photography business start close to home. This way, it’s easier to show the portfolio to potential clients and admins. In fact, a face-to-face meeting with a potential client can put them at ease and indicate the level of interpersonal skills the photographer possesses.
Beginners in commercial photography may want to start by contacting advertising agencies that have smaller annual bills and fewer employees. They are often quicker to accept work than a newcomer. Alternatively, once a commercial photographer has compiled a list of advertising credits, the larger, higher paying advertising firms should be targeted.
People new to commercial photography should consult trade magazines such as Graphis, Adweek and Communication Arts. They will provide further insights into the nature of design and advertising firms. They will also reveal some details about the best companies. Additionally, the Advertising Photographers of America will provide a wealth of information on various business practices for advertising or commercial photographers.
When contacting advertising, design, or other commercial markets, many agencies ask for full contact information, rates, a business card, and self-promotional pieces such as brochures, flyers, digital samples, or tear sheets. A website linked to working examples is also recommended. Many agencies use freelance commercial photographers for assignments only. They often require a model release or property release for the photographs they take.
The types of images that will be used in commercial photography vary. Photographs are sometimes used for annual reports, direct mail, consumer or trade magazines, catalogs and sales brochures. Other times, photography is needed for billboards, press releases, calendars, theater stills, and magazine or newspaper ads. The themes can be quite broad: environmental, architectural, rural, spiritual, adventure, science, cars, animals, travel, celebrities, teenagers, food and drink – just to name a few. The important thing is to find an area that works for the photographer and then grow from there.
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