People often say that the best photographer is someone who is easy to work with and understands your vision quickly. I agree. That’s why, for me, the briefing is such an important part of the process.
Let's start with:
Introduce yourself and your event, followed by the key question: “Are you available?” From there, share the date, duration of the event, hours of coverage, and the full address, including the postcode. Also specify whether the event is indoors, outdoors, or both.
Timeline: Include setup times and key moments, such as talks, performances, speeches, etc. (e.g., Q&A in Room 2 from 12:45–13:00). This helps me understand the flow of the event and ensures nothing important is missed.
Now the fun part:
What actually needs to be captured? Crowd energy, speakers, artists, exhibitions, artworks in context, reactions, conversations, and the details you’ve worked hard on. Some events need staged portraits or group photos, while others work best when everything is captured naturally as it unfolds. Sometimes it’s both.
Share why the pictures are important for your event. Are they for marketing, PR, social media, a digital archive, printed catalogues, etc.?
VIPs and Sponsors?
If there are any VIPs, sponsors, or brand activations, now is the time to mention them. Whether it’s product shots, crowded stands, logos, banners, or activations, these details matter, especially if each sponsor has different expectations. A simple “must-have” versus “nice-to-have” or “avoid” list keeps priorities clear.
Space Rules: Every venue has its own rules. Certain areas may not be suitable for photography, and guest privacy might need to be respected, or children’s faces might need to be avoided. Sharing these details in advance helps balance structure and spontaneity.
Little tip: It’s important that visitors are informed that photography will take place and, where relevant, what the photographs will be used for. This helps everyone feel comfortable and informed.
Style Matters: Even though every photographer has their own approach, it’s important to develop a visual language for the event. Whether you prefer bright and colorful, raw and documentary, dramatic flash, or soft natural tones, a few references or words about the mood can go a long way.
Deadline: Set clear expectations from the very beginning, including the date and time for delivery, the format (JPEG, web, high resolution, etc.), and the expected number of pictures.
You might be wondering, “Do I really need to tell you all of this?”
Think of it a little like cooking: you bring the ingredients and tell me what you would like to eat, and I’ll take care of the rest.
All of this information simply helps me understand your event, make sure the important things are covered, and tailor my approach and offer to what you actually need.
After the event, especially if it’s our first time working together, I also love having a short feedback conversation. It’s a chance to understand each other better and make future collaborations even smoother.