A model shoot has far more variables than product photography: people, outfits, location, timing, crew. A good result usually comes from decisions made before the shoot day. Here are the planning steps that have worked best for me while coordinating agencies and crews on brand shoots.
1. Define the purpose
Where will the images be used? An e-commerce product page, a social media campaign, an ad or a website hero each need different framing and energy. Writing down the uses and required ratios (vertical, square, landscape) in advance removes the “let’s also get a vertical of that” rush on the day.
2. Concept and moodboard
A moodboard gathers references for light, colour, pose, location and style on one page, so everyone looks at the same picture: model, stylist, photographer and brand team. Annotate references (“this one’s light, that one’s pose”) and build a visual language rather than trying to copy a single image.
3. Model selection and preparation
- Choose a model who fits the brand’s audience and the product.
- Take measurements in advance; outfit and product fittings speed up the shoot day.
- Plan hair, make-up and styling needs ahead of time.
- Agree usage rights (duration, media, territory) in writing up front — especially important for images used in ads.
4. Location and light
A studio gives control; outdoors gives naturalness. Outdoors, the sun’s position and time of day define the light; for soft light, mornings and late afternoons, shaded areas or overcast days are an advantage. Don’t forget shooting permits for locations that require them.
5. Shot list and day schedule
- Required frames for each look or product: full length, waist up, detail, movement.
- Look order: group outfits to minimise changes.
- Timing: reserve the best light for the most important frames.
- A quick check after each look: no shot left off the list.
6. On the day: communication is everything
Give the model clear but relaxed direction; briefly showing frames between takes helps poses settle quickly. If short videos (Reels, TikTok) are shot alongside photos, decide in advance when video happens so the two crews don’t wait on each other.
7. Selection, retouching and delivery
Working from a shared gallery with the brand team speeds up selection. Keeping skin texture natural and product colours true builds trust. Finally, deliver files in separate folders by use (web, social media, print).
Frequently asked questions
How long does a model shoot take?
It depends on the number of looks and frames. In a well-planned shoot, 20–40 minutes per look is usually enough, plus preparation and location changes.
Studio or outdoors?
A studio for e-commerce shoots where product detail and colour consistency are critical; outdoors for brand story and atmosphere. Most campaigns use a mix of both.
Why do image usage rights matter?
If it isn’t agreed in writing where, for how long and in which territory the images will be used, using them in ads later can cause problems.
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