461848665-PhotographyGuidelines-Hilton-pdf

STEPS TO CONDUCTING A PHOTO SHOOT
STEP 1 : PLANNING + CREATING A SHOT LIST
Planning is essential for a successful Photo Shoot. The more details and information that are discussed prior to the
shoot with the agency or photographer, the easier it will be and your final images will show it. Lack of proper planning
and communication can result in a Photo Shoot that proves to be frustrating for all parties involved, and expectations
may not be adequately met.
Write a brief summary of what you hope to accomplish with your Photo Shoot – called a Creative Brief – for
your photographer so he/she has a sense of what your expectations are. For instance, do you want to get a
stylized shot of your pool, showcase food and beverage options, document your grounds and amenities?
WHAT SHOULD BE INCLUDED IN A CREATIVE BRIEF?
• OBJECTIVE: What are you looking to achieve?
• HOTEL CONTACT: Who is the main point of contact before, during and after the shoot?
• TYPE OF PHOTOGRAPHY: What type of photography are you looking for? (i.e. Lifestyle, F+B, Exterior)
• TIMING: When are you looking to schedule your shoot?
• TONALITY/PERSONALITY: What is the personality and style of your hotel/resort?
• AUDIENCE: What demographic and type of traveler are you targeting?
• IMAGE USAGE: Are you planning to use these images online, for print or both? Note Hilton requires unlimited
non-exlusive usage for internal and external print and online, third party media, editorial and promotion of the
individual property as well as masterbrand Hilton Hotels & Resorts. Photography will never be displayed with the
photographer’s copyright under any condition.
Make a list of the subject matter and areas you need to cover – called a Shot List – to itemize the areas you
would like to photograph. The photographer should be able to scout your property and provide ideas and
suggestions that meet your content requirements, and still align with these Style Guidelines.
WHAT SHOULD BE INCLUDED IN A SHOT LIST?
• LOCATIONS: What areas do you want photographed?
• MODELS: Would you like to have models in your photos? Note that all images must be shot two ways: with and
without models. Be sure to inform the photographer of this.
• CULTURAL SENSITIVITIES: Are there any cultural sensitivities to mention? (i.e. Wardrobe, Alcohol, Food)
If shooting multiple shots in the same area, such as a Standard Lounge Shot and a Lifestyle Lounge Shot,
aim to shoot these images back to back. This will save time by not having to set up the same area twice
with lighting and camera equipment. To get the maximum value from the shoot, it is worth creating
variations within one single area by changing models and props to suit varying usages and subjects.
Prior to the shoot, think about these different scenarios and plan them out. Make sure to discuss these
ideas with the photographer prior to the shoot to ensure enough time is allotted for your desired imagery.
STEP 2 : SELECTING + COMMISSIONING A PHOTOGRAPHER
The selection of a photographer is paramount in achieving the right look; they must be professional leaders in their
respective fields of Lifestyle, Architecture and Still Life Photography.
A list of preferred and accredited photographers is available from the Hilton Brand Team, but if you would
like to work with a different artist, please send their online portfolio to the Brand Team contact found on
Page 3: Introduction to ensure your desired photographer meets the stylistic requirements of Hilton.
Some photographers do not automatically give full rights to their work. Ask up-front what their policy is
and negotiate your needs accordingly. A Full Buy Out is preferred to ensure the widest usage rights. If the
photographer is only willing to agree to a Limited Release, such as 3-5 years, it would be in the hotel’s and
brand’s best interest to find a photographer that can accommodate our desired usage rights. Photographers
must be made aware that only a Hilton copyright mark will appear on all photos; their company’s copyright
mark will never be used. Be sure the purchased usage requirements reflect that.
Once a photographer has been chosen, the following line items must be addressed:
• They must receive and sign the Service Agreement, Photographer Release & Liability Release Forms, all which can
be found in the Photography Legal Forms section of HiltonART.
• Provide him/her the Global Photography Guidelines & Style Guide.
• Discuss the Creative Brief.
• Discuss your budget and ensure your expectations can be met within said budget.
• Discuss the Shot List to determine how many days the Photo Shoot will be, and how many shots per day. Do not
exceed 4 Feature Shots in 1 day. Always allow extra time per shot for spur of the moment ideas and requests that
will arise.
• Agree on dates of Photo Shoot.
• Discuss who will source the stylist, hair/makeup, assistants, models and props. Most agencies and photographers
are experienced in crew and model selection and have contacts who are readily available. This selection should
never be the sole responsibility of the hotel.
• Discuss how much assistance is required from Team Members/staff to accommodate crew needs.
• Determine who will act as the photographer/crew’s main point of contact at the hotel during the shoot.
• Discuss accommodations and meals, if applicable.
• Any amends made outside of the provided Service Agreement form must be documented in writing and signed by
the hotel and the photographer.
• Ensure the photographer has liability insurance.
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