AIA - Architectural Photography.pdf - architecture ebooks - xrio

Commissioning

Architectural

Photography

Best practices in working with a professional photographer.

Developed jointly by the

American Institute of Architects (AIA) and the

American Society of Media Photographers (ASMP)

Contents

Selecting a Professional Photographer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1

Understanding the Estimate for a Photographic Assignment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

Controlling the Cost of a Photography Assignment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

Preparing for Professional Photography: A Checklist . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

Licensing Photographs for a Publication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13

Sharing the Photographic Assignment: A Case Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16

Best Practices

Selecting a Professional Photographer

Contributed by the Architectural Photography Specialty Group of the American Society of Media

Photographers

The AIA collects and disseminates Best Practices as a service to AIA members without endorsement or recommendation.

Appropriate use of the information provided is the responsibility of the reader.

WHEN ONLY EXCELLENCE WILL DO

Photography, like any other custom service, is never a

"one size fits all" proposition but rather a matter of

finding the right person for the job. In this Best Practice

we discuss how to identify prospective photographers

and choose the best one for your needs.

The applications that demand the utmost in image

quality are Web sites, portfolios, client proposals,

competitions, magazine articles, advertising, and display

art. What these have in common is the factor of

persuasion . You aren't merely documenting your work

but actively trying to convince other people that yours is

the best of its class. You hope that folks you've never

met—competition judges, professional peers, potential

clients—will be impressed.

Cathedral at San Ildefonso de Merida, Mexico—Architecture

by Juan Miguel de Aguero; photograph © Philip Beaurline

(www.beaurline.com). This historic structure dates from

1562–1599; Aguero was considered Spain’s most prominent

military architect at the time. The cathedral was build largely

by Mayan labor.

Just as architecture is more than construction materials,

photography goes far beyond the mechanics of focus,

exposure, and composition. It requires an aesthetic

aptitude for creating a unique and compelling

presentation of a physical structure. It requires craft:

knowing how to choose lenses and where to aim lights,

caring for details of cleanliness and arrangement,

understanding what color adjustments will put the most

pizzazz on a printed page, making sure the permissions

and releases are airtight, and so on. It requires

professionalism, ensuring that finished images will be

delivered reliably, on time, on budget, and looking better

than you expected. Not least, it requires a visual style

that presents your work to its best advantage.

). Wright’s photographs have

been featured in numerous publications, including Sunset , Old

House Interiors , Romantic Homes , Victorian Homes , and

Seattle Homes and Lifestyles .

IDENTIFY YOUR NEEDS

Begin the planning for photography by identifying which

aspects of your project might best represent your

designs. Would you like to highlight any specific

concepts, architectural elements or other features? Are

some areas best avoided? Which areas would illustrate

creative problem solving?

Next, consider how you will use the photography as an

integrated part of your marketing plan. Will the

photographs be

Photography plays a major role in defining how we come

to know architecture and interior spaces. Because of the

pivotal role that photography plays in understanding the

built environment, choosing a professional photographer

to photograph your completed project is a most

important consideration. Here are some suggestions on

how to make the experience of photographing your

project a good one.

x Shown to clients via a Web site, portfolio, or

presentation?

x Kept in your archives and used for in-house

reference and documentation only?

x Used for internally produced publications?

x Submitted for competitions?

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Best Practices

x Used in trade or consumer advertising?

FIND A PHOTOGRAPHER

The American Society of Media Photographers (ASMP)

operates a free "Find a Photographer" service at

www.findaphotographer. org . Only qualified

professionals are in this database, and you can search

by geographic location and photographic specialty. The

search results include full contact information, sample

photographs, and Web-site links.

x Supplied to editors of trade magazines or books?

The answers to these questions will help you and the

photographer to define the assignment parameters and

develop cost estimates.

Joining with other parties. At this stage, it's worth

inquiring whether other parties in your project (such as

the owner, contractors, consultants, product suppliers,

financing sources, or even public agencies) might be

interested in participating in the assignment and sharing

the expenses. If so, all of the participants should

likewise identify their needs and priorities.

Architectural photography is a specialty within the

profession, requiring different tools and skills than, say,

weddings or wildlife. Within the specialty are further

specializations—interiors, exteriors, landscapes, aerials,

scale models—that may be important to your project.

One criterion for evaluating a Web site or portfolio is

whether the images indicate that the photographer has

the skill and experience you want.

It is important that the participants understand which

costs are shared and which are not. As discussed in

Best Practice 06.03.06, “Understanding the Estimate for

a Photographic Assignment,” the total price has three

components: expenses, production fees, and rights

licenses. Expenses (e.g., travel; consumables;

equipment or prop rentals; and fees paid to assistants,

models, and stylists) and production fees (the

photographer's time, expertise, and judgment) can be

shared on any basis the participants choose. Rights

licenses, in contrast, are based on the use each

participant makes of the images and are not shared or

transferable among the parties. (For more details about

multiparty assignments, see Best Practice 06.03.04,

“Sharing the Photographic Assignment: A Case Study.”)

Another factor is often just as critical, however: the

photographer's "vision" or stylistic approach. You want a

visual style that complements both your architectural

designs and your marketing goals. Style cannot be

quantified in a database or listed on a CV. Thus,

evaluating this factor is often the primary goal of a

portfolio review.

ASK FOR ESTIMATES

Once you have identified the few photographers who

seem to have the experience and skills that you need

and a vision that matches your goals, it's time to ask for

estimates. You are not looking for a "lowest bidder" at

this stage but rather for a confirmation that each

candidate fully understands the nature of the

assignment. This understanding should encompass your

budgetary goals, of course, but also your marketing

goals in using the images.

RESEARCH THE CANDIDATES

There are a number of possible strategies for finding the

right photographer for the job. One is to scan

architecture magazines for images that impress you,

then find out who made those shots. If the photo credits

do not appear next to the pictures, they are usually near

the magazine's table of contents or the masthead.

Coffee-table books and competitions usually credit their

photography sources. Advertisements often do not, but

a call to the advertiser (and perhaps to the ad agency)

might produce a name. Of course, your professional

colleagues may have a recommendation or two as well.

Although photography is a competitive industry, it is not

a commodity business; you should expect some

variations in the initial proposals you receive. The

differences may reflect the photographers’ experience

and professional stature but also their different creative

approaches and interpretations of your needs.

To narrow the field of candidates, you may wish to visit

photographers' Web sites, then request samples of their

work or schedule meetings for portfolio presentations.

Be aware that Web sites and portfolios often represent

only a limited selection of the photographer's work.

Thus, when asking to see portfolios, it is reasonable to

request images from assignments of similar scope and

building type to the project you have in mind.

An estimate is not a cut-and-dried document. If it reveals

a misunderstanding of your requirements, call the

photographer to discuss the matter. The photographer

might make suggestions that could yield better results or

lower costs. (For some concrete suggestions, see Best

Practice 06.03.08, “Controlling the Cost of a

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Best Practices

Photography Assignment.” For more information about

interpreting the photographer's estimate, see Best

Practice 06.03.06, "Understanding the Estimate for a

Photographic Assignment.”)

Don't underestimate the value of a photographer's

enthusiasm and experience, as he or she can become

an important part of your creative team.

CONCLUSION

Just as architects specialize in certain kinds of work, so

do architectural photographers. Some are adept at

photographing interior design, residential spaces, and

scale models. Others may have expertise with industrial

locations, construction documentation, and aerials. Still

others may be versed in exteriors, commercial spaces,

or complex lighting techniques. Each of these disciplines

requires special knowledge and equipment.

Of course, some photographers have the knowledge

and skill to produce high-quality work in all these areas.

Depending on the scope and complexity of your project,

you may choose one photographer or you may prefer to

collaborate with several.

Try to match your needs with a photographer's

strengths. Other factors to consider when making your

decision include the photographer’s professionalism and

compatibility with your style. The right photographer for

you is one who understands your design ideas and can

communicate them visually to the wider world.

BP 06.03.05 April 2006

AIA - Architectural Photography.pdf

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