Advertising Still Shoot In Tandem with Video Shoot

Tuesday, January 08, 2008

An inquiry came in from a good friend of mine looking for insights on this:

Client's Request:

“special” photography (i.e. it’s not unit photography) to take place during and around a video production of a national fitness expert working on endorsement of multinational health-related product.

Shoot to include:
- 16 scenes of her performing various fitness maneuvers, which includes 2-4 of her using the health-related product
- Single image on seamless for use as cut-out of expert in various (see below) electronic media.

Experience tells this photographer that is is highly likely that the set will be lit well enough that s/he can use the lighting set up for the video portion of the assignment.

Timeline:

Shoot occurs over two days, to commence in the next two to three weeks in the local area, i.e. no traveling.

Licensing Requested:

Client Requested:

Product-related/tied fitness program website.
Web Banner ads - 170MM impressions
Email blast to 7 million users
PR -Photos of her in their initiatives

The following information should give you a clear indication of the rights granted (and not granted) for this use. Note, this uses the PLUS description, with the License Parameters integrated into the Description for this specific use, and is based upon my interpretation of the rights package requested, and the language I used to respond to the client, based upon the USEPLUS.com website:

PLUS Pack:Web and Electronic Advertising (PAWE)

Description (for this use)
Use in any website, web banner ad, or promotional email for advertising and promotional purposes. Applies to {multinational company's} health-related product. Duration is whichever is shorter: 1) termination of endorsement contract with talent; 2) three years, or 3) fulfillment of requested 170MM impressions for Web Banner ads; and promotional e-mail to 7 million users.

Licensing Parameters
Any number of images from each of the scenes, English Only, worldwide. It is expected that only one image from each scene will be deemed “the best”, however the end client wants the flexibility to change the image that represents each scene, at their discretion without additional licensing fees.


Note: Client did not stipulate the size it would run. It is expected that these sizes will vary from heroic to small.

PLUS Term: Public Relations (PGID: 17840000 0100)

Description (for this use)
Organized efforts to establish or maintain a media presence and public awareness of multinational client’s product amd services. License for such use would include gratis editorial insertions but would exclude paid advertising insertions. Duration is whichever is shorter: 1) termination of endorsement contract with talent; 2) three years, or 3) fulfillment of requested 170MM impressions for Web Banner ads; and promotional e-mail to 7 million users.

Licensing Parameters
Any number of images from each of the scenes, English Only, worldwide. It is expected that only one image from each scene will be deemed “the best”, however the end client wants the flexibility to change the image that represents each scene, at their discretion without additional licensing fees.


Note: Client did not stipulate the size it would run. It is expected that these sizes will vary from heroic to small.

 

Your Turn:

So, how would you estimate this assignment? Do you have all the answers/information, either from the client, or me, to provide an estimate? Please give it some thought, and post your estimate details. As you learned in math class - 'show your work'. In other words, don't just present a single dollar figure. Break it out, creative/usage together (or separate, your call), and outline expenses, both probable and possible.

Setting aside how your estimate would be nicely and neatly laid out, put the crux of the estimate in your entry.

All entries are moderated. Your entry must be thoughtful, (and considerate of others when you're making a response) for it to be approved.

Posted by John Harrington on 01/08
AdvertisingBrochures/ Marketing MaterialsCommercialCorporateOnlinePeople
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