How to Write the Perfect Photography Brief (That Gets You the Shots You Actually Want)

When it comes to commissioning a photographer, one of the most powerful tools at your disposal isn’t a camera — it’s a great brief.

A well-written photography brief ensures everyone is aligned before the shoot starts. It clarifies expectations, avoids misunderstandings, and helps you get the images you need on time, on budget, and on-brand.

So whether you’re planning a headshot session, product shoot, or full-scale marketing campaign, here’s how to write the perfect brief.

What Is a Photography Brief?

A photography brief is a document that outlines everything a photographer needs to know to successfully plan, shoot, and deliver your images. Think of it as your visual roadmap.

A good brief doesn’t just say what you want photographed. It explains why, how, and for whom. The more relevant detail you include, the smoother your shoot will run.

What to Include in Your Brief

1. Overview & Objectives

What is the purpose of this shoot? Are you creating images for a rebrand? Launching a new product? Refreshing your website? The clearer your objectives, the easier it is to plan accordingly.

2. Target Audience

Who are these images aimed at? Internal teams? Prospective clients? Magazine readers? Understanding the end viewer helps shape the style and tone of the shoot.

3. Shot List or Must-Have Images

List out key shots you need. This might include:

  • Individual headshots

  • Team group photo

  • Action shots (e.g. people working)

  • Product close-ups

  • Environmental portraits

Be specific, but allow room for spontaneity. A flexible brief is a realistic one.

4. Location & Timing

Where is the shoot taking place? Indoors or outdoors? At your office or on location?

Include:

  • Address and access details

  • Dates and timings

  • On-site contacts

  • Any restrictions or challenges (e.g. lighting, noise, tight spaces)

5. Style, Look & Feel

What visual tone are you after? Clean and corporate? Warm and natural? Editorial?

Useful ways to communicate this:

  • Moodboards or example images

  • Reference previous shoots you liked (or didn’t)

  • Brand guidelines (if available)

6. People, Products or Props

List everyone and everything involved:

  • Names and roles of people to be photographed

  • Products or props that need to appear

  • Any styling, hair, or makeup requirements

  • Will someone be on hand to assist/direct during the shoot?

7. Deliverables & Usage

What do you need at the end of the process?

  • Quantity of final images

  • Image formats (JPG, PNG, TIFF, etc.)

  • Specific crop ratios or resolutions

  • Where will the images be used (web, social, print, billboard)?

Clarifying this helps your photographer plan how to shoot (e.g. horizontal vs vertical, negative space for text).

8. Timelines & Budget

  • What’s your deadline for delivery?

  • Do you need a same-day preview or express turnaround?

  • What is your budget? If you’re unsure, share the scope and ask for a quote.

What’s Realistic to Expect

Even the best briefs can’t control everything. Be prepared to adapt on the day:

  • People might be late or unavailable

  • Weather can shift if shooting outdoors

  • A location might look different to what you imagined

That’s OK. A professional photographer will improvise while staying true to your goals. Flexibility goes a long way.

Also be realistic with timelines. If you need a hundred edited images by tomorrow, your brief will need to reflect that with budget and prep.

Pro Tips from a Photographer

Having worked on hundreds of shoots, the best briefs I receive always include:

  • A clear purpose for the shoot

  • A sense of visual tone or brand feel

  • A realistic shot list with priorities

The hardest briefs? The ones that say "Just do what you think" with no context. Trust your photographer’s creative input — but give us something to build on.

Need a Template?

If you want to take the guesswork out, I’ve created a downloadable photography brief template that you can adapt for your own projects. [Drop me a message to get a copy or click here to download it].

Final Thoughts

The best photography isn’t created in the camera — it’s created through collaboration.

And a strong brief is where that collaboration begins.

Whether you're planning your first shoot or your fiftieth, a little extra prep goes a long way in getting the images you really want.

Have a shoot coming up? Let’s talk. I’d love to help bring your vision to life.