How to Plan and Execute a Photography "Spec" Shoot - Building Your Portfolio to Attract New or Your Ideal Client: Part 1
Adidas Spec Shoot: Bernadette McKeever/ McKeever Photography
Hi. Welcome.
My name is Bern and I’m a photography consultant + mindset coach. My industry experience & business ownership as a commercial photographer date back 25+ years. If you are interested in working with me to expand your photography knowledge, assist with marketing, and simply have someone to talk out loud about what you’re growing through, send me an email!
Now, on to Spec work…
Simply put, "spec"(speculative) photography also known as a "test shoot" is the key to building your portfolio with the type of future client work you want to get paid for. You could also tackle this process if there is a genre of photography that you are curious about but need to see if it’s a good fit.
Even though I’m detailing a still photography shoot in this post, many elements of the process would apply to video & cinematography. You could also apply this information to how to plan any upcoming photoshoot.
My biggest piece of advice for this process is to be as prepared as you can for this shoot. There is a natural amount of nervousness that surrounds this process, and that’s because we care, and want to do our best. The unnatural amount of nervousness is because we are not prepared.
Pre-production Process
Whether you subscribe to digital note-taking or pen and paper, start by brainstorming what the process will look like.
STEP 1: Start writing: who is your ideal client, and describe in detail what you will photograph, when, and where the shoot will be. [imagine the story you would tell for your client and how you would tell it]
Example -Your ideal client is Adidas. These images will be used for a new spring marketing campaign (print and web use) for their new trail shoe line for women. You want your subject to be a strong-fit female runner, and you want the location to be in your backyard in Salt Lake City, Utah.
STEP 2: Who will help you? What gear do you need?
You will need at least one assistant to help carry gear and light shots, but two people would be ideal.
You will need to hire talent (female runner). Don’t skimp here, pay for someone that is reputable and has done the type of work you need them to do for this shoot. Instagram is a great way to connect and collaborate with local talent models, or you could go straight through an agency.
If you are outside shooting, minimum you will need at least a reflector, but one portable light (and all grip equipment) would be better. This day is important, rent or borrow what you don’t own, and be prepared to try new directions in lighting, you might like it!
If you’re in the studio, you may have access to equipment with your rental fee, but if not, I recommend renting at least a basic light set-up above and beyond natural light that might be available. This is a great opportunity to try new lighting techniques, even simple ones may open up a whole new exciting direction for you!
You’ll need at least two bodies and all your lenses (one of the bodies could be a backup in case anything happens - this is a big production and I don’t want to be unprepared for the unexpected)
STEP 3: Developing your shot list: Brain dump your ideas
Imagine the storyline (start to finish) and paint a very clear picture of how you will accomplish each shot. Include any details that may be helpful, like lens choice, camera angle, position, etc. You may want to reference imagery online, but keep your search to other photographers getting hired, and successfully doing what you want to do.
Include a timeline of the day to help you navigate lighting as it changes. You may not be able to accomplish each shot exactly how you lay it out here, but gathering as much information as you can will help you prepare the best you can. Naturally, you will capture images not on this list, the magic ones that happen as you flow through the shoot. Consider the shot list as a way to cover you bases for the client. *reference past campaigns from the company you can find, and other work from established relevant photographers
Part 2 is up next! I’ll be laying out the next phase of your spec photography shoot development and day-of tips. Stay tuned!
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