AIA - Architectural Photography.pdf
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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?
© 2006 The American Institute of Architects
BP 06.03.05
April 2006
Best Practices
2
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
© 2006 The American Institute of Architects
BP 06.03.05
April 2006
Best Practices
3
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.
© 2006 The American Institute of Architects
BP 06.03.05
April 2006
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