Photography
The Commercial Photography Brief Checklist
The decisions a brand should make before a shoot so the final image library works across campaigns, websites, social media and print.
State the business job
Write one clear sentence explaining why the shoot exists. Examples include launching a product, replacing inconsistent website imagery, creating three months of social content or giving a personal brand a more credible visual identity. That sentence becomes the decision filter. A beautiful frame that cannot support the intended launch may still be the wrong image.
List every expected use
Usage changes composition. Website headers need width and negative space. Stories and Reels covers need vertical framing. Ecommerce may need consistency, while press images often need clean versions and accurate captions. List channels, formats, campaign dates and whether text will sit on the image. Confirm any required print sizes before production, not after the final crop removes something important.
Describe the visual direction with reasons
A reference board is useful when it explains decisions: light quality, color, energy, camera distance, styling and how people should feel. Avoid collecting unrelated images simply because they look good. Include what the brand should not feel like. Clear boundaries around polish, humor, luxury, movement or naturalism prevent subjective surprises during selection.
Turn the idea into deliverables
Build a numbered shot list with priorities. Separate essential images from optional experiments. Note products, people, locations, wardrobe, props, backgrounds and required variations. Confirm the approximate number of selected and retouched images, file formats, color requirements, naming rules and delivery date. If several teams will use the library, include an organized folder structure.
Clarify logistics and approvals
Name the person who can approve styling and make decisions on shoot day. Confirm location access, permits where relevant, talent releases, product quantities, call times and who is responsible for transporting valuable items. Finally, agree on the selection and revision process. One consolidated feedback round is faster and clearer than receiving conflicting comments from several people at different times.
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