A good photography brief says what the images are for, where they will be used, what must appear in each shot and what rights you need. The last point is often missed: in Australia, who owns commissioned photographs depends on the type of job and any agreement, so settle usage in writing before the shoot.
The brief checklist
1. Purpose and audience
- What business goal do the images support (launch, catalogue, campaign, website)?
- Who will see them, and in what context?
- One sentence describing the feeling you want.
2. Usage and rights
- Channels: website, social, print, packaging, out-of-home, advertising.
- Territory and duration: Australia only or worldwide; one year or ongoing.
- Whether you want exclusive use, and whether you want edits by others.
- Whether you want to own the copyright or hold a licence. See below.
3. Shot list
- Numbered shots with subject, angle, crop and orientation.
- Priority: must-have vs nice-to-have.
- Formats needed: square, vertical, wide, and space for text overlays.
- Reference images, marked with what you like about each.
- For product listings, Google Merchant Center separates a clean main image, additional angle images and lifestyle images, and recommends about 1500 x 1500 pixels or larger (Merchant Center Help); ask for each.
4. Styling and production
- Props, wardrobe, products and who supplies them.
- Locations, permits and access.
- Models: casting, releases and any restrictions.
- Brand colour, lighting and mood boards (link your brand guidelines; see building a consistent visual identity).
- Hair and make-up, if needed.
5. Logistics
- Dates, call time, contact person and approvals on the day.
- Delivery: number of edited images, file formats, resolution, naming and deadline.
- Retouching expectations and revision rounds.
- Cancellation and weather policy.
Ownership and licensing: get it in writing
The Australian Copyright Council explains that, as a general rule, the creator owns copyright unless it was assigned in advance, and that the employer rule applies to an employee, not a freelancer. Where there is no agreement, it says the client is the first owner of portraits, private photographs and recordings; other commissioned photographs follow different rules, and photographs commissioned before July 1998 are treated differently (Australian Copyright Council). A contract can change these defaults, so state the following in a written agreement:
| Item | What to specify |
|---|---|
| Ownership | Assignment of copyright, or a licence |
| Scope | Media, territory, duration, exclusivity |
| Edits | Whether third parties may crop, retouch or composite, including with AI tools |
| Credits | Whether a credit is required, and how moral rights are handled |
| Releases | Models, properties, and trade marks in frame |
| Fees | What is included, such as usage vs shoot day |
This is general information, not legal advice. For important commercial use, get legal advice.
Pre-shoot and shoot-day tips
- Share the brief a week or more in advance and ask the photographer to respond with questions.
- Run through the shot list at the start of the day.
- Review images on a screen as you go, to confirm framing and accuracy.
- Photograph products as they really are; consumer law applies to how you present them (see product photography vs AI-generated product imagery).
- Plan storyboards or shot sequences if the shoot also supports video (see how to storyboard a commercial).
Common mistakes
- Vague mood words with no references.
- No usage scope, then discovering the licence excludes advertising.
- Forgetting vertical crops for social.
- Leaving model or property releases until later.
Where Radiance Impact fits
Radiance Impact’s Studio supports creative direction, production and post-production for brand imagery and video. To brief a project, contact us. See also creative direction for luxury and lifestyle brands.
Sources
- Ownership of copyright, Australian Copyright Council
- Image requirements for product listings, Google Merchant Center Help
